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Glossary of Marketing Terms

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What is a customer sentiment survey?  

A customer sentiment survey is a specific type of customer review survey designed to gauge emotions, feelings, and opinions customers have towards your brand, product, service, or recent interaction. It goes beyond just measuring satisfaction and digs deeper to understand the "why" behind customer perceptions.

Why is a customer sentiment survey important?  

  • Identifying areas for improvement and innovation: Sentiment analysis can reveal hidden issues that impact customer experience. For example, negative sentiment around a product feature might expose a usability problem you weren't aware of. This can guide improvement efforts and lead to innovation that addresses customer needs.
  • Building stronger customer relationships: When you ask customers about their feelings and actively listen to their responses, it demonstrates that you care. This can strengthen relationships, build trust, and foster customer loyalty.
  • Targeted marketing and communication: By understanding customer sentiment towards your brand or specific products, you can tailor your marketing messages and communication strategies to resonate better with different customer segments. This can lead to more effective marketing campaigns and improved customer engagement.
  • Proactive Problem-Solving: Sentiment analysis can help you identify potential problems before they escalate. By picking up on trends in negative sentiment, you can take proactive steps to address customer concerns and prevent issues from blowing up.
  • Competitive Advantage: In today's competitive landscape, understanding and addressing customer sentiment can give you a significant edge. By focusing on customer emotions and creating positive experiences, you can differentiate yourself from competitors and build a loyal customer base.

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How to measure customer sentiment survey?  

Measuring customer sentiment from surveys involves a two-pronged approach: designing your survey for sentiment analysis and then interpreting the data you collect. Here's a breakdown of the key steps:

Crafting Your survey for sentiment analysis:

  1. Question wording: Instead of direct satisfaction questions, use questions that evoke emotional responses. For example,
  • Instead of: "How satisfied are you with our customer service?"
  • Try: "How confident do you feel using our customer service support channels?"
  1. Answer choices: Design answer choices that capture emotional valence. Use scales like:
  • "Strongly Disagree" to "Strongly Agree" with statements about your product or service.
  • "Very Frustrated" to "Very Satisfied" on emotional response scales.
  1. Open ended questions: Include open ended questions where customers can express their feelings in their own words. Here are some examples:
  • "What are your thoughts and feelings about your recent experience with our product?"
  • "Is there anything that made you feel frustrated or disappointed while using our service?"

Analyzing customer sentiment data:

  1. Sentiment scoring: You can use sentiment analysis tools that assign scores to responses based on the emotional tone detected. These tools use algorithms to analyze word choices and sentence structure. Scores typically range from negative to positive.
  1. Manual review: Don't rely solely on automated sentiment scoring. Manually review a sample of responses to ensure the scoring is accurate and to gain deeper insights from the language used by customers.
  1. Thematic analysis: Look for common themes emerging from open ended responses. Identify patterns in the emotions expressed by customers. This can reveal underlying reasons for sentiment.
  1. Positive vs negative sentiment: Analyze the overall distribution of positive, negative, and neutral sentiment in your survey data. Identify areas with high negative sentiment for targeted improvement efforts.
  1. Comparison over time: Track sentiment scores and themes over time to measure the impact of changes you make based on customer feedback. This helps you assess if your efforts are moving the needle in the right direction.

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