CX Dictionary

What is Sentiment Analysis?

Sentiment analysis is the measurement of positive and negative language.

It is a way to evaluate written or spoken language to determine if the expression is favorable, unfavorable, or neutral, and to what degree.

Today’s algorithm-based sentiment analysis tools can handle huge volumes of customer feedback consistently and accurately. Paired with text analytics, sentiment analysis reveals the customer’s opinion about topics ranging from your products and services to your location, your advertisements, or even your competitors.

Why is sentiment analysis important?

Sentiment analysis is critical because helps you see what customers like and dislike about you and your brand.
Customer feedback—from social media, your website, your call center agents, or any other source—contains a treasure trove of useful business information. But, it isn’t enough to know what customers are talking about. You must also know how they feel. Sentiment analysis is one way to uncover those feelings.

Sometimes known as “opinion mining,” sentiment analysis can let you know if there has been a change in public opinion toward any aspect of your business. Peaks or valleys in sentiment scores give you a place to start if you want to make product improvements, train sales or customer care agents, or create new marketing campaigns.

Sentiment analysis is not a once and done effort. By reviewing your customer’s feedback on your business regularly you can be more proactive regarding the changing dynamics in the market place.

Clarabridge’s Advanced Sentiment Analysis

Clarabridge knows how important sentiment analysis is for managing the customer experience.

Clarabridge’s SaaS-based Customer Experience Management solution helps hundreds of the world’s biggest brands understand their customer sentiment.

This means we make sure that our sentiment scoring tools knows that “happy” is positive—and that “not happy” is not. We know customers are pleased when they mention how “thin” their new laptop is, but that they’re complaining when they talk about the “thin” walls in your hotel.

Clarabridge indexes the sentiment score on an 11-point scale. Scores are given with an eye on grammar, context, industry, and source—and Clarabridge gives users the ability to adjust the sentiment scores to be even more business-specific. Taking this one step further, Clarabridge also provides emotion analysis. Looking at the emotion behind customer feedback enables you to ensure you drive the right long term strategy and front line employee training.