Customer Sentiment Analysis Tools
Customers are the foundation of your business’s success. Understanding who they are, what they want, and what they think about your products and services can be critical to ensure your business continues to grow.
Today, artificial intelligence is making it possible for companies of all types to understand customers better, thanks in part to the use of customer sentiment analysis tools.
The more you understand the sentiment, the easier it is for your business to make decisions that encourage customers to interact and work with you. It’s important to know that there is a wide range of tools for customer sentiment analysis available, but not all of them can offer the level of support you really need.
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Moreover, most tools have limitations that you must consider before you actually begin making business decisions related to the information provided in customer sentiment. Let’s explore this topic further to provide insight into how to get the most out of this process.
Customer Sentiment Definition and Examples
Customer sentiment is a term used to describe the emotions and feelings that a person has about a business, product, service, or other very specific topic. Customer sentiment often refers to how we understand what people mean when making a statement. For example, a simple statement such as, “That’s great” can be understood in more than one way. It could be understood as sarcasm, indicating that the person is unhappy, or it could be positive, showing that they are truly excited.
What customer sentiment analysis tools do is to use context clues from statements and other components of language to understand not just what the facts are, but to understand the emotions and feelings within the text that is provided.
What Are Tools for Customer Sentiments?
Customer sentiment analysis tools are the applications that do this work for us, gathering details within written language to better understand what people are really saying. There are numerous tools available, but they do not all work in the same way, and many of them work only limitedly. These tools use advanced natural language processing and machine learning. These two technological breakthroughs enable these tools to evaluate customer feedback. That feedback – when it comes from a quality source – can include customer reviews, social media statements and posts, support interactions, and other data points. With this information, these tools are empowered to provide you with clarity on what people feel and experience when writing about your company online.
Consider a customer sentiment analysis example. If your company just launched a new product, and your marketing campaign seemed to do well, you could assume your customers are happy and telling their friends. However, with customer sentiment analysis tools, you can provide a series of emails, social media posts, or other data points and let the tool consider what your customers’ experiences were and what they felt about that new product in real time.
This insight could then be used to make decisions for your business, such as whether to launch additional services within that pipeline, refine your offering, or improve your marketing or reach. With these tools, you get real information that is applicable and actionable to your business decisions.
How do they work? Customers’ sentiments are not always clearly noted. You could add a few checkboxes to ask customers how happy they are with your product. However, what you really want to know is how the customers who are talking about your business feel and what they are sharing with their friends online.
To do this, customer sentiment analysis tools detect nuances in language, including opinions and emotions. This can range from satisfaction with a product or service to frustration and dissatisfaction. All of this comes from analyzing the language being used, looking for patterns within that content, and using contextual cues to formulate an understanding of emotion and feelings.
Some of the Tools for Customer Sentiments You Could Use
Customer sentiment analysis tools come in a variety of forms. Each one operates a bit differently and uses various types of technology to achieve its objectives. To help you see the results and the various tools available to you for customer sentiment analysis, we have pulled out some details about some of the most advanced and well-known options out there. Let’s break them down for you here.
IBM Watson: One of the most advanced solutions available today and truly a groundbreaking product is IBM Watson. Also known as Watsonx, it is a grouping of AI products that allows users to gather information and resources using artificial intelligence. This tool can answer questions when you ask them in natural language. For customer sentiment analysis, IBM Watson uses a cloud-based API to operate. It is very effective and easy to use and certainly can be worth the money when your business is making incredible decisions.
Microsoft Azure Text Analytics: This is another big brand, you know, but Microsoft Azure Text Analytics is another type of cloud-based system. It is a part of the Azure AI Language that uses natural language processing to analyze the data provided. It can also analyze text for sentiment and other tasks, such as language detection and key phrase extraction.
VADER: Another specific solution you may see recommended is called Valence Aware Dictionary and Sentiment Reasoner, or VADER. This AI tool is a lexicon and a rule-based sentiment analysis tool. There are a variety of reasons why it is beneficial, but what makes it unique is that it is able to analyze sentiment very well when that content is expressed in social media text. In short, it does a great job of understanding informal language, which can be critical in many situations. To do this, it uses a pre-built lexicon of words as well as their sentiment value. This allows it to calculate a figure to represent the text’s sentiment.
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TextBlob: Another of the customer sentiment analysis tools that may be helpful in your situation is called TextBlob, and it is one of the most robust. It is a type of Python library that is designed specifically for processing textual data. It is a rather easy tool to use, which is one of the reasons why it is so well-loved. In short, it provides a simple API for common natural language processing tasks. That includes sentiment analysis, phrase extraction, and speed tagging, among other tools. This consistent API is an ideal choice because of how robust and yet simple it can be.
These are some of the most impactful customer sentiment analysis tools. There are hundreds of others, and depending on your objectives, all of them could be beneficial to your business.
Once you choose a tool, it helps to really learn the in-depth resources it provides so that you can make the most of this purchase. Use the tools and get the details.
For example, most tools have a very simple but detailed dashboard. This dashboard allows you to see the recommendations so that you can take those actions in real time. It does not just provide you with data; instead, it provides you with actual insights that you can apply to your business decisions.
Real-time benefits also exist when using these tools. There are no longer months-long surveys and feedback-gathering sessions. Instead, it is all done in a customized manner and delivered to you in real-time. You can use this information to make real-time differences in the decisions you make for your business.
Many tools also offer trend reports. A trend report helps you see the positive and negative swings in your business. For example, you can use a trend report to gauge interest in a specific topic or need. When you apply these tools to your business, right from the dashboard they are displayed on, you can make better decisions in real-time.
Organizations can monitor customer sentiment in real time with ample accuracy. When concerns arise, you will hear about them sooner, and that often means taking steps to minimize these risks. Organizations can consistently take the actionable steps provided and monitor the changes over time, including across various marketing methods.
The Limitations Some Customer Sentiment Tools Create
Business owners are consistently looking for ways to improve their service and customer experience. These tools allow you to get insight into what your customers feel and experience in a more authentic manner than a simple survey. However, to work, you must increase the quality of the data you provide to the system. This is the biggest limitation that often applies to these tools.
Customer sentiment analysis tools can do a great deal. However, to get them to work, you must take steps to ensure that you report accurate data. This is where you need to speed up the process a bit and invest in web scraping.
Web scraping is a tool that allows you to handle tasks with ease by creating a simplified method for gathering accurate data. Web scraping is the process of using a tool that visits a website, gathers information from that website, and feeds it back to the customer sentiment analysis tool. Web scrapers, including our API, are not difficult to create, but they can enhance the outcome of your customer sentiment analysis by ensuring you are only putting into the system what you are really experiencing.
You have a few key recommendations to keep in mind here:
- Build your own web scraper. This is, hands down, the most effective way to gather the information you need quickly and robustly. You can learn more about web scraping later. For now, know that this is one of the most important tasks for decision-making.
- Incorporate a proxy service. We find that a proxy can be critical when you need accurate information from a website but do not want to expose your personal information, including your IP address. A proxy service allows you to request information from a third-party website, and they send that information back to you. You then parse it to make it usable.
- You can use a pre-built API from Rayobyte to help you get the system up and running faster. This custom API can easily be incorporated into your system so that no one else gets your IP address or so that you are not blocked.
No matter which route you take (and we recommend starting with building your own web scraper or using an API), your objective is to better understand your customers. To do that, you must provide accurate information to the customer sentiment analysis tools so that they can truly analyze the details you desire.
Web scraping is a core component of using customer sentiment analysis tools. Once you take these steps, customer sentiment analysis can be very helpful in a variety of ways. It can enable your business to monitor customer sentiment in real-time. It allows you to assess potential issues immediately, long before they become emergencies.
Businesses can use these platforms to gain actionable insights through the detailed and comprehensive dashboard. With this, along with trend reports, you can make better decisions for your business.
Get Started with Rayobyte and Customer Sentiment Now
The customer sentiment analysis tools we discussed here are just a sample of those available today. We encourage you to familiarize yourself with them and try them out. Just remember, even the best customer sentiment analysis tools are only as good as the information you put into them. Let Rayobyte help you get started. Set up a proxy service with us now and start scraping the web using our tools. Without a doubt, customer sentiment is critically important. We just work to make it easier to understand.
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