Can you share some emotional screenshots

Sentiment Analysis: How to Become a Master of Emotions

Love, hate, enthusiasm, anger. Emotions are complex. But figuring out what your customers think of you shouldn't be.

The sentiment analysis evaluates the tonality of customer statements that relate to your company. Your customers' relationship with your company can arouse deep emotions for a variety of reasons - your product or service quality, your personal interactions or company values.

When customers share feedback with you (positive and negative), it is important to listen to them, identify trends and learn from them. In this article, you will learn how to exploit three important sources for sentiment analysis.

But let's first clarify what customer sentiment actually is.

What is customer sentiment?

Sentiment becomes the overarching one emotion that customers feel about your brand, product or service. It can vary from positive to negative to neutral. Customer sentiment shares some aspects with the more frequently examined metric “customer satisfaction”. However, this relates much more to a concrete, situational reaction, for example how satisfied a customer is with the product purchased, while sentiment is based on an emotional reaction

To make the difference even clearer, here are two reviews of the Samsung Galaxy Note on Best Buy.

Listing of features: customer satisfaction
Focus on emotions: customer sentiment

Both have the potential to influence prospects and how people perceive your brand.

People are emotional beings and often rely on feelings and senses when deciding on a product. And not only that; Other people's emotional attitudes towards a brand also influence how we feel about it and whether we want to make the same purchase decision.

Direct vs. indirect sentiment

Each customer expresses his or her feelings differently and on different channels. A rough distinction can be made between direct and indirect feedback. Both types are equally important for sentiment analysis.

If the customer is so motivated to proactively write you an e-mail, to contact your customer service department via chat or to fill out a customer survey, the sentiment that is communicated directly is valuable and should not be disregarded.

Furthermore, the internet has become a popular hotspot for the unfiltered sharing of experiences and opinions. And these indirectly communicated moods have the power to influence an audience of millions, as this United Airlines scandal has shown.

Find out what your customers think

Being curious about how your customers feel about your company is good for sales. Once you understand how your customers perceive your brand, you will know how to improve or what to keep. Frequently ask yourself how "What do our customers think of us?", "Do we make our customers happy ?," and "How can we improve ourselves?"

With the help of a sentiment analysis you can get answers to these questions. Better yet, there are a number of ways you can use the information to your advantage. For example, to improve your customer service or to customize your product based on customer ratings.

Being open to your customers' concerns, complaints and praises helps you build a positive brand image across the board.

Before the analysis: learn to read between the lines

Successful sentiment analysis depends heavily on the tone and the feelings Behind understand the information level of a message. Rather, sentiment is an attitude, not what someone expresses directly.

When applying the iceberg principle to sentiment analysis, the words chosen are only the visible part of the iceberg and the sound is the larger, invisible part under water. Learning to understand the tone will bypass the negativity effect and get to the core of customer sentiment.

Since customers usually communicate in writing (e-mail, reviews, surveys after the chat), it is sometimes difficult to grasp the context and meaning behind the text.

It is much easier to understand the tone when someone is speaking to you directly. You hear the pitch, see the body language and facial expressions that complement what is being said.

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It can be very difficult to decipher the sound online. There are some tips and tricks to help you determine the tone of a message, like filtering out words with positive or negative meanings, or what ideas and images the customer repeats.

In general, customer sentiment can be divided into satisfied, neutral or dissatisfied. You don't have to be specific, but make sure you don't misunderstand what your customers are really feeling.

Three sources for sentiment analysis

Now that you have a better understanding of customer sentiment and how to decipher it, the next step is to look at the resources that are available to you as a basis for sentiment analysis.

Here are three important sources of sentiment with tips on how to interpret them.


Reviews are the ideal place to get started with sentiment analysis. Star ratings or responses to "Would you recommend this product / service?" are a good starting point for getting sentiments. However, written reviews require more detailed analysis.

If you're a small business, you can hire an employee to regularly go through customer reviews to collect customer sentiment, generate a report, and share it with the team. However, if you are a medium to large company, this task is probably too big.

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In this case we recommend tools like MeaningCloud or RapidMiner. These tools work their way through the ratings to determine sentiment. Using various algorithms, the programs differentiate between facts and opinions, determine the polarity of the sentiment and its point of reference. Even sarcasm is recognized.

Reviews are an important decision factor for potential buyers to either decide in favor of your product or to leave their money elsewhere. So no matter the size of your business, it's important not just to analyze the reviews, but to interact with the people who leave them.

It is a nice gesture to show your gratitude when customers leave positive feedback, for example a short one "Thanks for your review! We are pleased that you like it so much! " Bad reviews are a lot trickier, but you should take a stand here too. Check out our Tips on Dealing With Negative Reviews post to see how best to respond.

Social media

Facebook, Instagram and Twitter have developed into a mega-center for sharing customer experiences - both positive and negative.

Customer sentiment from social networks is classified as a rating when someone specifically leaves a comment on your company's Facebook page or sends you a private message. In other cases of social media sentiment, customers share their experiences or recommend products on their own channels.

With the rise of social media in recent years, sentiment analysis can become an extensive task, but it is all the more necessary. Fortunately, there are tools to help you out, such as Sprout Social. The software allows you to define keywords as negative, positive or neutral, which makes it easier for you to browse. You can also categorize comments (such as “Customer Service”) so you know what to respond to.

For larger companies, Quick Search is a good option as it shows your sentiment evolution over time and compares it to your competitors.

Direct feedback

In general, anything your customers say about you can be considered feedback. However, feedback is more personal (and probably more valuable) when customers contact you directly to give you their opinion by phone, email, or live chat.

Customer satisfaction metrics support you in filtering the customer sentiment from these direct conversations. For example, the quantitative Information (the number that the customer gave you on a scale of 1-10, the number of stars, etc.) along with the qualitative To interpret information (in writing) which ultimately represents the more interesting feedback for you.

The Net Promoter Score, CSAT and Would You Miss Us? are metrics to which you can add a follow-up question with free text in order to collect additional customer sentiment.

The results of the sentiment analysis are guidelines, not laws

Customer sentiment is similar to personal feedback we get from others. When you get advice from someone, think either "There is something to it, I would like to work on it" or "I really don't want to be like that, even if that person thinks I should."

The same goes for customer sentiment. When you do an analysis, you are very likely to stumble upon things that customers love or dislike about your product. If you find that the majority of customers are dissatisfied, then consider how to adjust your course. Conversely, when a large number of people express their satisfaction, you know in which direction you want to go.

In any case, regardless of whether the feedback comes from 2,000 customers or 2, you should always think carefully about what to implement or sort out.

You can't make everyone happy. It is important that customer sentiment is fundamentally positive. Sentiment analysis will help you with this.