Workforce Management Featured Article
Leading Tech Companies Put Customer Sentiment in Spotlight
For the last two decades, the expression “Data is the new oil” has become an accurate way of illustrating the importance of gathering information on users. There is significant value in understanding the online habits of online customers, which is why virtually every company within the digital space is fighting hard to harness metadata from any source possible.
Many retail companies are focusing on purchasing data and other basic elements of the shopping experience, which can certainly be useful for a number of applications. However, digital advancements have made it possible for companies to learn about customers on an emotional level. This has lead companies like AWS and Qualtrics to create new APIs that allow businesses to analyze customer sentiments.
Amazon Transcribe Call Analytics (News - Alert) now features tools that enable businesses to decipher the general feelings of a customer interaction. This is achieved through analyzing word choice, conversation speed, and even call volume, to create a score that gauges the sentiment of the customer’s call. However, the service cannot be used during live calls, and can only be analyzed after a recording is created.
Qualtrics, SAP’s (News - Alert) separate experience management subsidiary, is also heavily invested in this technology through the recent purchase of conversation analytics company, Clarabridge (News - Alert). Clarabridge’s technology avoids the typical research avenues that Qualtrics samples from, such as survey reports, in favor of a sentiment analysis through social media and call transcriptions.
Sentiment analysis appears to be the logical next-step toward gaining an acute understanding of each customer experience. This approach can be beneficial for customers, as it allows businesses to pinpoint the highs and lows of a customer interaction. The API is also helpful from a training perspective, allowing managers to meticulously analyze specific conversations so that future interactions avoid any hiccups seen in the past.
Data by itself can be an incredible resource for learning about customer habits. But with the help of sentiment analysis programming, businesses can fine-tune any customer experience on an emotional level.
Edited by Maurice Nagle
