Why is sentiment analysis important to deliver memorable customer experience?


Good brands meet customer expectations, but the best brands deliver a legendary customer experience and exceed their expectations. To continuously deliver a memorable customer experience, it is necessary to identify customer sentiments. With continuously innovating technologies, ever-evolving competitive landscape and changing customer behavior, organizations are facing a massive challenge of constantly meeting customer expectations.

Gone are the days when brands used to compete on product quality alone. Nowadays, customers also consider their experience with the brand when making their buying decision. For this reason, organizations are required to identify methods to acquire, engage and retain their customers. For effectively engaging customers, it is necessary to be aware of customer sentiments.

 What is Sentiment Analysis and How does it help?

We mentioned about the benefit of customer sentiment analysis in our earlier blog, Human Intelligence + Artificial Intelligence – The ‘Winning Formula’ to Deliver Remarkable Customer Experience,

Data scientists, with the knowledge and power of Artificial Intelligence, can identify performance-enhancing behaviors and voice-of-customer insights while analyzing the AI-driven data that’s not easily discernible through traditional quality management processes. Artificial Intelligence (AI) and machine learning technologies can be integrated into call center Quality Monitoring solutions to overcome the challenges of handling and analyzing 100% of customer interaction data.

Here is how sentiment analysis helps organizations deliver memorable customer experience.

1. Understanding Customers

Generally, organizations evaluate interactions on-the basis of what customers are speaking. However, the more important parameter often goes unnoticed: How they’re speaking and what do they really mean?

With the help of sentiment analysis, organizations can identify a customer’s perception of your brand. By listening to the voice of customer data, one can decipher meaning, as well as the context of customer interactions. Furthermore, by analyzing the customer sentiment data, organizations can determine an overall customer effort analysis, top reasons for contact, etc. Leveraging upon these insights helps brands to strategically decide customer service methodologies.

2. Accurate Agent Performance Measurement

The major challenge with traditional quality monitoring is not having appropriate metrices to measure agent performance. As a result, organizations might be evaluating the metrices on-the basis of only assumptions. By studying the customer sentiment data, organizations can identify the metrices that drive customer experience.

Let us look at this example: To drive personalization, one of our clients made it mandatory for their agents to mention a customer’s name repeatedly, thinking that it will affect them positively. However, when we evaluated those interactions, we noticed that was actually-annoying for customers. Therefore, sentiment analysis helps in identifying the metrices that matter the most.

3. Identifying Root Causes

Ever wondered why your customer retention rate is low despite all efforts? With the help of customer sentiment analysis, organizations can identify the interactions with negative customer sentiments, which led to losing customers.

In the same manner, determining top reasons for contact, impact of using self-service channels, factors contributing to high customer effort, etc., is possible with sentiment analysis. Identifying the root causes for all such parameters, one can define the strategies to resolve challenges which negatively impact organizational performance.

4. Recognizing Coaching Opportunities

Upskilling their workforce is the top priority for all CX organizations. Monitoring customer sentiment trends, over time, helps determine gaps in agent skills & opportunities. With the help of these insights, contact center trainers should prepare a custom training program for their agents.

Contact center agents may lack in understanding their customers, which leads to confusion, high customer effort and loss of opportunities. Sentiment analysis provides real-time trends into customer behavior. As a result, agents will have all the information needed, beforehand, to deliver an empathetic customer experience and engage effectively with their customers.

5. Boosting Brand Reputation

Once your team is well-equipped with customer sentiment trends, including insights into customer behavior and understanding the complete buyers’ journey, the next step is to create brand advocates. By continuously optimizing customer behavior, organizations can identify trends, driving a positive customer experience, resolving customer concerns quickly and creating delighted customers, who will stay loyal to the brand.

We at Etech are committed to assist our clients continuously deliver superior customer experience. Our Etech Insights team is a strategic blend of people, process, and technology that aims at benefitting your business, your team, and, ultimately, your customers.

You can schedule a free consultation session with our business experts from here.

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