Customers will experience a variety of emotions while interacting with a brand, whether good or bad. But being able to understand and analyse these emotions from a business perspective can sometimes be a challenge. Here, we’ll discuss what customer sentiment is and how businesses can measure it before explaining how to handle your own analysis.
How does customer sentiment analysis work?
The analysis of customer sentiment simply means that you can work out how your customers are feeling. This can be done in a few different ways, including the automatic detection of emotions during customer engagement.
Natural Language Processing, or NLP, is one of the most common methods used for customer sentiment analysis. The algorithms tend to use polarity and magnitude to analyse customer emotions and separate them neatly into categories.
See below for the definitions of these terms.
Polarity: Whether the emotion is negative or positive
Magnitude: Indicates the strength of the emotion