Clarabridge Blog

Many CEM professionals understand that a customer interacts with your brand at multiple touch-points, whether it is navigating your company website or standing in line to check out.  At each touch-point lies the opportunity to extract insight into the customer’s experience. But how do you rate these individual moments of customer interaction?

Humans are emotional beings. We make decisions based on our emotions all the time. For example, I love Entenmann’s doughnuts. My decision of which dessert to buy is almost always hijacked by my memories (most of them recent memories) of that cakey doughnut deliciousness every time I pass by the Entenmann’s stand at the grocery store. The chocolatey flavor, the texture of the cake-style doughnut, the sweetness sometimes covered in milk dominate my thoughts as I almost instinctively reach out for that next box. Sound like an addict? Well, not that extreme, but quite illustrative of very many decisions that all of us make on a daily basis. And in the age of the Internet, more and more customers are expressing their opinions to a worldwide audience. In enters sentiment analysis, which provides the tools needed to mine customers’ opinions for more insightful feedback.

Humans are emotional beings. We make decisions based on our emotions all the time. For example, I love Entenmann’s doughnuts. My decision of which dessert to buy is almost always hijacked by my memories (most of them recent memories) of that cakey doughnut deliciousness every time I pass by the Entenmann’s stand at the grocery store.