Understanding the customer is one of the essential keys to delivering great service to them. But there is more to it than just getting their demographic data or preferences. You will also need to understand their mindset on things. That is where sentiment analytics comes into play. Let’s find out what it offers and how Virtua Solutions Outsourcing can help you get more.
Understanding Sentiment Analytics
So, what is sentiment analytics anyway? In its simplest definition, sentiment analytics is all about studying the emotional tone of your customers. That lets you better understand their opinion on various topics. You then use these insights to guide business decisions relevant to them.
Sentiment analysis involves analyzing the text left by customers and looking for markers that indicate their overall sentiment. While this could be anything, digital text has become the most popular because of its accessibility and the large amount of data available. Social media, in particular, offers a significant glimpse of their mindset.
Why Take On Sentiment Analysis?
So, you might wonder what sentiment analytics will add to your customer analytics sheet. As it turns out, there are a lot. Here are some that you should pay attention to.
Getting A Better Picture Of The Customer Mindset
One of the biggest challenges of doing customer analytics is that the data is often spread out on unconnected platforms. Sentiment analysis helps you piece these disconnected data together and better read your customers.
What’s even better is that you can do this in real-time. As customer mindset changes constantly, you want to be on top of it when that happens. Being able to harness real-time data lets you quickly adapt to these changes and keep pace with your customers.
Optimizing Your Marketing Strategy
Since we are already talking about making your business strategy better match your customers, sentiment analytics adds another layer to that effort. With it, you better understand the emotional response they have. As you already know, being able to latch on to that can have a significant impact on the effectiveness of your marketing.
Monitoring Brand Reputation
Tied to your marketing strategy is managing brand reputation. The perception of your brand can significantly impact the perception of your products or services. Sentiment analysis will be handy for catching both explicit and implicit indicators of brand reputation. It can also help you decide how to pivot your brand marketing around these sentiments.
The Types Of Customer Sentiment Analytics
While sentiment analytics might be seemingly complex, you can grasp how it works by understanding the different types of analysis. Here are the four main ones that you should be aware of.
- Polarity: How positively or negatively customers view an item.
- Emotions: Deciphering the emotions of customers based on their statements.
- Urgency: Determining how quickly a statement needs to be addressed.
- Intent: Understanding the motivation behind a statement.
These four types will give you a good picture of the customer sentiment regarding a certain matter. Other types will help you better understand the nuances surrounding these sentiments. These nuances are helpful for you to better tailor your application for the customer.
Doing Sentiment Analytics Right
One of the great things about the current state of sentiment analysis is that many new tools can help you do it. Artificial intelligence has become particularly useful, as it lets you crunch more customer data and get results fast. It also lets you scour multiple data sources simultaneously, making it easier for in-the-moment sentiment analysis.
However, while these tools are great on their own, they are not perfect. They still have limitations that can affect their “read: of customer behavior. Some such roadblocks AI tools might encounter include the following.
- Sarcasm: AI still has difficulty distinguishing between a genuinely truthful statement and sarcasm.
- Negation: This is the use of negative words to reverse the meaning of a given statement. AI might have difficulties reconciling these differences.
- Multipolarity: This happens when a given statement contains multiple sentiments.
- Subjectivity: While they might make the same statements, one customer might mean it differently than another.
In all of this, human analysts still play a vital role. They can review the results delivered by your tools and correct any problematic areas. Analysts can also guide how you use the analysis results to engage customers.
Outsourcing Sentiment Analytics
A significant challenge for companies in sentiment analysis is getting the right people. However, hiring them can be a lot of work. Instead, you want a team that you can deploy readily.
That is where Virtua Solutions Outsourcing comes into play. We can provide you with a comprehensive sentiment analysis solution for your needs. We start by providing a team of data gatherers who monitor the various channels. They then compile the data for the use of your automated sentiment analysis tools.
Additionally, we also have AI training specialists who can help you keep your automated tools on the right track. They are experts in studying customer behavior and can pick up on nuances surrounding their statements. Our agents can then guide your tools into better processing these nuances.
Finally, we will help you connect sentiment analytics to customer service and success. Our agents will work closely with the sentiment analysis team to devise strategies to better reach customers based on this information. We can also plan more effective real-time responses.
Let Virtua Solutions Outsourcing help Understand Customer Sentiments
When used right, customer analytics can help you connect with your patrons in a more meaningful way. And Virtua Solutions Outsourcing is here to lend a hand in that effort. Contact us today and let’s serve your customers more.