Tapping into customers' emotions and analyzing customer sentiment

Are you in touch with your customers’ emotions?

CloudCherry | Featured | July 15, 2016

We are emotional beings as such. Right from the day-to-day decisions we make at home, to our demeanour at work or our shopping preferences, we all are driven by emotions to an extent, either directly or indirectly. When this is the case, companies can expect these emotions to influence any customer interaction or engagement across any touchpoint.

How do you tap into this emotion? How can your Brand leverage this customer sentiment and gather straightforward insights on customer preferences and aspirations?

Here’s where Customer Sentiment Analysis enters the picture. Sentiment Analysis relies on a programmed algorithm that makes it possible to understand the tonality and the depth of sentiment behind your customer’s feedback/response. It can precisely determine how positive, negative or neutral is the emotional attachment your customers have towards your brand.

By being able to provide you with information on what customers exactly think about your brand, sentiment analysis is a must-have tool. And here are a few ways in which it can massively help your business.

1. Emotions Sell

A lot of us are emotional about the choices we make and therefore, businesses know that they can sell a lot more if they are able to connect emotionally with their audience. Numerous large brands have already proven this with various advertising campaigns, including John Lewis, Dove, and Coca-Cola.

John Lewis did a pretty good job with their Christmas ad one year that people were sharing their ad during the holidays rather than ideas for gifts or even messages. And you can be pretty certain that a lot of people ended up buying something from John Lewis, even if they’d had no intention to do so originally.

That is the power of emotion. If you can successfully create an emotional bond with your customers, it becomes easier to sell. Your operational costs also come down, customer retention rates increase, leading to a better bottom line. Creating an emotional bond with customers translates into more sales, and sentiment analysis can provide you with the blueprint on how to go about it.

To connect emotionally with your customers, though, you need to understand them and how they feel about your brand but also others in your space, your competitors that is. And this is where customer sentiment analysis comes in.

Using sentiment analysis, you will be able to find out precisely what customers are saying about your brand and other competitor brands. Not only will you have an effective way to gauge how customers feel about your brand and the competition, but you’ll also have vital information at your fingertips that will, essentially, give you the blueprint of how to connect emotionally with your customers.

2. Build Powerful Relationships and Increase Profitability

Sentiment analysis helps companies collect and aggregate consumer data from multiple platforms, allowing you to see the bigger picture when it comes to how people feel about your brand. However, at the same time, by providing you with all this data, it also ensures that you don’t miss the molehills that could turn into mountains or lead to missed opportunities, thereby giving you the power to act quickly and decisively.

    Sentiment analysis helps to build loyal customers who spend more by making sure you identify the molehills before they turn into insurmountable mountains.


And consumers love nothing more than a business that goes out of its way to please them. The result of a loyal customer automatically leads to a much higher level of profitability.

3. Drive Innovation through Predictive Analytics

Innovation for the sake of innovation can be a shot in the dark, and one that doesn’t always lead to success. However, a business that doesn’t bring something new to the table will eventually drown in the sea of familiarity. In other words, you’ll disappear among your competition because there’s always someone else doing what you’re doing too.

    Sentiment analysis helps your business use the customer’s point of view and extract path-breaking ideas from customer comments, leading to more effective, relevant and customer-centric innovation.


Sentiment analysis can help drive innovation in the right direction. By using data gleaned from comment boxes on feedback forms and social media – i.e. spontaneous, unsolicited customer feedback – you can identify patterns in the behavior of your customers, solicit feedback about your product or service quickly and identify important indicators that will help drive innovation.

4. Improve Employee Experience

While most discussions around sentiment analysis focus on the customer, this tool can provide invaluable insight into another important area, namely employee experience. It will allow you to gauge the engagement of your team and understand their overall sentiment at the workplace, which will allow you to take steps to improve this experience.

    An excellent employee experience is vital to creating a delightful customer experience, and sentiment analysis can provide you with the data you need to ensure your employees are engaged and happy.

An outstanding employee experience has been shown to make it much easier to create a delightful customer experience. A happy employee is more likely to go above and beyond to please a customer and ensure a great experience because they are proud of the brand they are working for and the work that they do. Conversely, an unhappy employee is not only less productive but can also inadvertently damage the reputation of your brand through their negativity.

Customer sentiment analysis can therefore help you establish emotional connections, build powerful relationships and drive innovation, which all lead to a much-improved bottom line over the short and long term. Sentiment analysis can also help you improve employee engagement and loyalty, which will make it even easier for your brand to create the delightful experiences your customers crave. So, it’s definitely worth investing to improve customer sentiment analysis or to start doing it if your business is still on the fence.