Our 2021 Mobile Customer Engagement Benchmark Report is here! Download the report and see how your app stacks up against others in your industry.

We tailor each demo to your specific business needs. See it for yourself and contact us today!

Thanks for reaching out! While you wait for confirmation from an Apptentive team member, you may find these free resources to be of interest:

Guide

View resource

Guide

7 Steps to Product Roadmap Success

Learn how to fight feature creep, deliver the right value, and translate vision into action. Let us help you revitalize your product roadmap today, and help make 2021 your year.

Download Now

We tailor each demo to your specific business needs. See it for yourself and contact us today!

Thanks for reaching out! While you wait for confirmation from an Apptentive team member, you may find these free resources to be of interest:

Guide

View resource

Guide

7 Steps to Product Roadmap Success

Learn how to fight feature creep, deliver the right value, and translate vision into action. Let us help you revitalize your product roadmap today, and help make 2021 your year.

Download Now

Customer Emotion & Sentiment

How to Manage Customer Sentiment Analysis (Without Feeling Overwhelmed)

Madeleine Wilson  //  April 8, 2021  //  4 min read

From surveys to reviews to social media, the amount of customer feedback brands collect on a daily basis can make you feel like you’re living in a glass case of emotion. It can feel overwhelming to be sitting on so much customer data when you don’t know where to start or why you should even be measuring customer sentiment in the first place.

Well, we’re here to help!

What is customer sentiment?

It’s not just a buzzword, we promise. If you look at some of the world’s largest, most beloved brands, they’re likely using some sort of tool to help them collect, analyze, and act on customer sentiment data. In the digital world, there no longer is a huge gap between brands and consumers. How brands make customers feel through their experiences and products matters more now than ever.

When it comes down to it, customer sentiment is critical because relationships are the foundation for everything we do. In both our personal lives and in business, building a strong, two-way relationship that is beneficial to both sides sets the tone for every future interaction

Sentiment is at the heart of understanding, measuring, and improving these relationships. It is the emotion behind customer engagement. When you monitor sentiment, you try to measure the tone, context, and feeling of customer actions. Whether a customer completes a purchase, leaves a review, or mentions your company on social media, there is always an emotional state connected to their action.

Customer sentiment can range anywhere from loving to neutral or angry. It’s a spectrum, and that’s why it’s difficult to measure without any sort of qualitative analysis or context. No matter where your customers fall on the sentiment spectrum, it’s imperative you understand not only what their emotional state is, but what’s driving it.

The value of customer sentiment analysis

In short, tracking customer sentiment helps you understand three major metrics:

  • Overall customer satisfaction: How happy are your customers with the quality of your product experience?
  • Loyalty: Will customers recommend you to a friend and continue using your product, even when competitors come calling?
  • Engagement intent: How likely are customers to engage again in a day/week/month?

Gaining insight into customer satisfaction, loyalty, and engagement intent can be winning insight for your mobile marketing and product strategy, helping your dollars stretch further and your ROI increase. The more you know about a customer’s current emotional state, the more you can tailor your marketing campaigns to provide an engaging, helpful experience and adjust your product roadmap to meet customer needs faster.

Use cases for customer sentiment

Customer sentiment data can be used to impact many different areas of business, but we see most brands using this information to inform product decisions as well as marketing campaigns. However, it can also help with other areas of business from market research to brand reputation and more. It’s critical to measure and analyze customer sentiment because of the large-reaching impact it has across departments.

  • Identifying and utilizing your fans (directing them to leave reviews, encouraging them to share on social media, etc.)
  • Winning back unhappy customers (closing the loop on their negative feedback, following up with them via one-to-one messaging, offering them exclusive discounts if they stay, etc.)
  • Creating more fans by targeting neutral customers (offering them special discounts, driving them towards more engaging experiences, etc.)

In order to take any of the actions listed above, you need to be tracking shifts in customer sentiment which requires you to track data from the same customers over time. This can be really challenging to accomplish if you don’t have the right tools like Fan Signals in place.

Ways to measure customer sentiment

As we mentioned earlier, it can be overwhelming to start thinking about all of the ways in which you can measure customer sentiment in a meaningful way. Instead of trying to master every single channel, we recommend honing in on wherever your most valuable customers are the most (hint: this is most likely your mobile app!).

  • In-app surveys
  • App store ratings and reviews
  • Love Dialog

If you take nothing else away from this article, remember this: Tracking sentiment over time allows you to identify and act on shifts in sentiment. In other words, you can understand why certain people feel the way they do about your brand, and therefore take action to win them back.

At Apptentive, we have Fan Signals which looks at expressed sentiment based on mobile actions and feedback. In measuring expressed sentiment, we segment customers into four categories:

  • Fans Shifted to Risks: Customers whose expressed emotion has shifted from positive to negative, or from Fan to Risk.
  • Risks Shifted to Fans: Customers whose expressed emotion has shifted from negative to positive, or from Risk to Fan.
  • New or Repeat Fans: Customers who have expressed positive emotion for the first time by answering “Yes,” or who have expressed positive emotion at least twice in a row.
  • New or Repeat Risks: Customers who have expressed negative emotion for the first time by answering “No,” or who have expressed negative emotion at least twice in a row.

Regardless of the medium through which you collect customer sentiment data, remember that all feedback is good feedback. If you have the right tools in place to capture, analyze, and act on this data, you’ll be able to track trends over time and create better customer experiences.

Still feeling overwhelmed? We’re here to free you from this glass case of emotion. Reach out to our team, and we’ll help you build a strategy using Apptentive to gain more valuable and actionable insights out of mobile customer sentiment.

About Madeleine Wilson

Madeleine Wilson is the Content Marketing Manager for Apptentive. No stranger to B2B tech, Madeleine enjoys translating complex concepts into easy-to-digest pieces of content.
View all posts by Madeleine Wilson >

Ready to see Apptentive in action?

Request a demo of Apptentive today.

Let’s Connect

Sign Up for Our Newsletter

Stay up to date with the latest product management and mobile marketing news.