Sentiment analysis uses Natural Language Processing (NLP) to determine the sentiment of your customers from certain types of text-based data, including your social media and call centre logs.
With sentiment analysis you're able to extract insights from your social data and get a feeling for public opinion on certain topics. Shifts in sentiment on social media can help to indicate 'hot or not' topics or changes in social trends.
By applying sentiment analysis to your call centre logs, you can discover frequent terms, phrases or concepts to understand key topics causing issues or high call volumes. Armed with this knowledge you can identify opportunities for product enhancements, service or process improvements or frequently asked questions, and ultimately help to reduce the number of calls to your call centre.
When you understand what your customers are feeling you can more effectively target your marketing programmes to suit. If you know what's resonating and what's not, you're in a much better position to recommend a particular product or adjust your marketing messaging.