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WHY COMPANIES SHOULD RETHINK HOW THEY’RE USING CUSTOMER SENTIMENT

By Kaj van de Loo | Aug 18, 2021

CHANNEL: Customer Experience



PHOTO: Nathan Dumlao

Microsoft CEO Satya Nadella famously said "every company is now a software
company." The same holds true today for customer experience: Every company is
now a customer experience (CX) company.

Some businesses are doing it better than others. Take Domino's as an example.
Its innovation in CX has catapulted the brand from a 60-year-old pizza franchise
to a “leading technology and ecommerce company.” From its zero-click ordering
app, to giving customers the ability to purchase through their home’s smart
devices, Domino’s has created a completely new standard for CX and forever
changed the way we order pizza.

How did we go from ordering pizza by phone or storefront to ordering via
channels like Twitter, Slack and Alexa?

Customer sentiment is the key driver behind successful CX. Measuring people’s
thoughts and feelings toward a brand, product or service allows for a deeper
understanding of the customer, increased empathy, and lets businesses meet
customers wherever they are (just as Domino’s has done).



But too many companies are falling short in this area. To make better business
decisions and achieve CX excellence, it’s imperative for companies to properly
leverage customer sentiment throughout their organization. Let’s take a look at
what’s currently happening, and how businesses can adopt a more holistic
approach to customer sentiment.


CUSTOMER SENTIMENT (AND THE DATA TO BACK IT UP) IS KING

Customers have nearly endless choices today. Top-notch CX has become a critical
way to differentiate from the competition. Understanding not only the emotional
response customers have to a product or service, but also their emotional
response to the broader context in which the interaction takes place, is key to
a positive experience.

By zeroing in on customer sentiment, companies can dramatically improve their CX
and make more informed business decisions. So, how are companies going about it?
The first step is gathering data. Customer sentiment data is comprised of
information from a combination of sources: web analytics, surveys, social
listening, usability testing, one-on-one meetings and various other channels.
All of this data then must be combined and analyzed to provide clear insights on
customer sentiment — but it’s often easier said than done.

Related Article: Sentiment Analysis in Marketing: What Are You Waiting For?


WHERE COMPANIES ARE FALLING SHORT

Determining customer sentiment is challenging because it involves analyzing
different types of data from different sources, even if it’s pertaining to the
same exact experience.

For example, imagine a retail company trying to get a pulse on how users feel
about its new shopping app. They have data on how users navigate the app,
commentary from customers on Twitter, feedback via surveys, and one-on-one
usability testing interviews. This data by nature doesn’t lend itself to being
combined. Adding to the complexity, it has been collected by different people on
separate teams within the organization, completely siloed from each other. The
person analyzing the data may be different than the person who collected it.
Context can be lost, and important information can be overlooked or
misinterpreted.

The true challenge of customer sentiment is bringing all of this data together
and extracting accurate insights that can then be built into existing processes
to improve CX, guide product development, and help businesses make better
decisions.

Related Article: Data-Driven Decisions Need Context


A HOLISTIC APPROACH TO CUSTOMER SENTIMENT

To solve this problem, companies need to de-silo and shine a light on customer
sentiment. Transparency is key. Customer sentiment data must be available to
anyone in the organization, and it’s time for people to start looking.

Everyone within a company should be familiar with customer sentiment and how it
informs every process it touches. While researchers and other experts are
important for understanding customers, they shouldn’t be the only ones directly
exposed to sentiment — the responsibility is on everyone. Businesses need to
reexamine all of their processes and ask themselves: How can we bring customer
sentiment to every stage of product and experience development?

In taking a more holistic approach to customer sentiment by incorporating it
into every business decision, companies build customer empathy over time. And
naturally, teams that create experiences are much more successful when they have
high levels of empathy for the user. It’s a snowball effect. And it doesn’t
require a sea change: Taking small, incremental steps to incorporate customer
sentiment into existing decision-making processes is all that’s required. Some
companies are doing this by appointing an individual who champions customer
sentiment within the organization, while others are taking it to the board level
and setting measurable goals around customer satisfaction.

However companies choose to go about it, there’s no denying that customer
sentiment needs to be at the forefront of every decision-maker's mind within
every organization. The quality of companies’ CX depends on it, their brand
reputation depends on it, and so does their overall success.


ABOUT THE AUTHOR



Kaj van de Loo is CTO at UserTesting, a human insights platform. He runs
everything from design and product management to engineering and operations.

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Recent Comments
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   Great tips, Laura! Doing all these goes to show that you care for your
   employees and their well-being and success.
   
   3 Ways to Put More Control in the Hands of Your Remote Employees · 8 hours
   ago

 * scottfasser
   
   Great insight. I totally agree that organizations need to treat digital as
   part of their core DNA (ALL organizations) vs a "project" to complete.
   Digital capabilities will only accelerate so having...
   
   Forget Digital Transformation – Just Become Digital · 2 days ago

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   I agree. My point is that there a lot of technology options out there. We as
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   AND humane. The idea that technology can be...
   
   Can Asynchronous Collaboration Survive Our Always-On Workplaces? · 1 week ago

 * llocklee
   
   David, I accept that chat messages have the same attention grabbing intent of
   a phone sms, but there are other asynchronous functions called threaded
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   Can Asynchronous Collaboration Survive Our Always-On Workplaces? · 1 week ago

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