How Sentiment analysis helps you understand Customer better?

“I don’t like the new interface!”, “Why isn’t there a button for…”, “Doesn’t function on Android!” – User feedback can be disappointing, but it also reveals areas where functionalities can be improved. However, merely monitoring feedback of users might not be enough. Businesses also need to turn it into useful and actionable relevant data. The number of feedback channels has grown in parallel with the volume of feedback, making manual feedback tracking difficult.

Customer feedback is now almost instant. If an error has gotten into the manufacture and made it to sale, consumers would therefore undoubtedly spread the word via social media, review pages, app stores, and e-commerce sites. It could be a single product, feature, or service that does not meet their expectations – the feedback is quick and sometimes nasty.

According to a McKinsey[1] survey, online usage has increased across retail categories, with a percentage of overall spending increasing to 35% in retail-oriented credit and debit card expenditure from January 2020 to January 2021 in the US.

Sentiment analysis is a method of analyzing blocks of text collected from the public opinions to discover whether people have positive, negative, or neutral feelings about an issue. As emotions and attitudes regarding a topic can turn out to be relevant snippets helpful in several fields of business, sentiment analysis becomes significant. It can be foreseen that sentiment analysis will become more widely accessible for the general public and small businesses as technology advances day by day.

Sentiment analysis assists businesses to improve their products by gaining a better understanding of their customers’ wants and experiences with their products. Sentiment analysis, when applied effectively, can help build up positive perceptions and counteract negative ones before they become public.

How can Sentiment Analysis be used?

The primary goal of sentiment analysis is to discover the genuine feelings of the diverse people who form our society. It can be used to examine a business’s consumer feedback, as well as the views of conventional social media users about a product or service.

Companies could effectively detect common pain points, places for improvement in customer service delivery, and overall satisfaction between product lines or services when sentiment analysis ratings are compared across certain segments.

Brands can notice tiny fluctuations in opinion and adjust quickly to suit the changing demands of their audience by regularly monitoring opinions and perception about products, services, and even customer service effectiveness.
Business firms can also use sentiment analysis to analyse brand reputation, product performance and improve customer service. Sentiment analysis aids firms in providing better service to end-users.

What’s Sentiment Score in Sentiment Analysis of Text?

The sentiment score is an indicator that shows how well your business seems to be doing. Knowing how customers feel about services allows firms to make essential changes.

Sentiment score implies the emotional depth of a text’s emotions. Sentiment score recognises emotions and assigns them sentiment ratings ranging from 0 to 10 (from the most negative to most positive). The sentiment score simplifies the process of determining how customers feel.

How does Sentiment Analysis work?

Sentiment analysis works best when there is a subjective context to the text, rather than when there is only an objective background. Subjective text is text that is typically expressed by a person in a particular mood, emotion, or feeling. Without expressing any emotion, feelings or mood, objective language usually depicts only certain common beliefs or facts.

Sentiment analysis uses natural language processing and machine learning techniques to assess the emotional tone of conversations. Depending on how much data is to be analysed and how accurate the model is to be made, firms can use a variety of algorithms in sentiment analysis models. Following are the types of Sentiment analysis algorithms:

Rule-based: Systems use a set of manually defined rules to perform sentiment analysis automatically.
Automatic: Systems rely on machine learning algorithms rather than manually defined rules.
Hybrid: Systems combine both rule-based and automatic approaches.

Steps in Sentiment Analysis

Data Gathering

Scraping tools, APIs, and customers’ data feeds can be used to collect data. It is then searched for all mentions of the firm or brand during a given time period.

Text Cleaning

Text cleaning tools help to “clean” or “strip” the texts of any information that is irrelevant to the analysis. The Text cleaning tools allow to process data and prepare it for analysis.

Opinion Mining

Sentiment analysis algorithms classify and identify opinions using a sentiment library. Advanced tools will be able to detect emotions among joy, surprise, calmness, rage, sadness, expectation, surprise, disgust. Then data would be categorized under positive, neutral, or negative reactions.

Understanding Results

A timeline will show us if “peaks” (surges of positive feelings) or “valleys” (surges of negative sentiments) are experienced at specific points in time, provided that each sentiment is tagged with its original date.

Methods of Sentiment Analysis

Models of sentiment analysis concentrate on polarity (positive, negative, and neutral), as well as feelings and emotions (anger, disgust, fear, happiness, sadness and surprise). Businesses can define and customise your categories to match their sentiment analysis needs, depending on how they wish to interpret client feedback and inquiries. It’s essential to know the various methods of sentiment analysis.

Fine-grained sentiment

Emotional Artificial Intelligence makes the use of Text Analysis which are feedback given out by Customers after an E-Commerce Purchase. A fine-grained sentiment study can help firms interpret the input received from users. In terms of the polarity of the input, it is helpful to get accurate results.

Consider a scenario. E-Commerce merchandise depends majorly upon the reviews given out by a customer who has purchased it. People widely prefer to shop online, primarily online nowadays. Ratings are provided majorly on the basis of user emotions like providing a 5-star rating due to the satisfaction felt when received with the best product while a 1 or 2-star rating is due to frustration or disappointment on getting a product that doesn’t satisfy the user’s satisfactory levels.

Emotion Detection Sentiment Analysis

Emotion detection sentiment analysis focuses on finding emotions such as happiness, boredom, worry, surprise, anger, rage, sadness, surprise. Many emotion recognition systems rely on lexicons(lists of words and feelings conveyed) or advanced machine learning techniques.

In the same shopping example case, the users who bought products as their purchase has an option to provide feedback to the products and to the dealers by whom they got the product. The comments or feedback left by the customer has no restrictions and thus a user or customer has full privileges to give feedback either being Positive or Negative.

The benefit of doing this analysis is that it helps an organisation to understand why a consumer feels a certain way. Emotion detection sentiment analysis enables firms to learn how people are talking about the product to compile data and make decisions on how to increase the product’s strengths and address its faults.

Aspect Based Sentiment Analysis

  • Aspect Based Sentiment Analysis (ABSA) examines the phrases linked with aspects and determines the sentiment associated with each one.
  • A firm must determine which features of its service attract customers and which aspects prevent customers from using or purchasing the product. For example, categories such as food variety, pricing, flavor, and location, is analyzed by ABSA to determine sentiment for a Restaurant.
  • The analysis assists businesses in tracking how end-user perceptions of specific characteristics and attributes of a service or product evolve over time.

Intent-Based Sentiment Analysis

This is a much more in-depth recognition of the customer’s desire. For example, a business can forecast whether or not a customer will use a product. This means that a customer’s intent can be tracked, developing a pattern, and then exploited for marketing and advertising purposes.

Take a statement like, ‘I’m gonna buy a Pizza’. From a sentiment point of view, there isn’t any actual tone here. The line is clear that the person is about to purchase a Pizza. Yet, in a sentence like ‘Finally I am out of fever. Pizza here I come!’ There are no words like ‘buy’ here though the intention is clear that the person’s intent is to purchase a Pizza. The intent analysis tool will tag second sentence line as:

intention = “buy” with intended object = “Pizza” and intendee = “I”
Brand awareness is among the most appealing applications of sentiment analysis today. You can address major issues and improve your business processes if you can understand what people are saying about you in a natural setting. If you’d like to enhance your business service by using sentiment analysis or similar technology, contact us at [email protected].