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In episode 49 of the Customers Who Click podcast, I had a fantastic chat with Tom Griffiths about the importance of monitoring customer sentiment.
NPS score, customer surveys or customer service are a great way to try and find out what your customers think about your product or service. However, you’ll frequently find that they don’t always reflect the whole truth. People might not feel 100% comfortable complaining about something “to your face”. Plus there’s a difference between sharing positives & negatives vs all the little things that often get forgotten but could make a huge impact on their experience as customers.
Cue customer sentiment. Nothing beats a structured process around measuring it over time, different channels, and without actually asking for it and even monitoring what customers are saying about your competitors as well.
Sentiment analysis also provides continual feedback on where your company stands in relation to your competitors, giving you an idea as to where your brand shines and where it falls short compared to your competitors.
Tom is the Chief Revenue Officer at talkAItive, the world's first AI Consumer Digital Intelligence tool to understand emotions. He has spent the last 7 years within media and Tech building relations, implementing strategy, growing revenue and raising capital. Tom has a thirst for knowledge and a strong fascination with Big Data, Behavioural Science and Data Analytics. You can connect with him on LinkedIn, Twitter or head over to talkaltive.com
03:01 - 07:40 - Why Should Brands Care about Customer Sentiment - It’s really about connecting with your customer’s emotions on a deeper level through better understanding the language they use. Knowing what words they use and the tone of their communications allows you to adjust your paid channels so that they’re more engaging and create a better return on investment. Using the same type of language allows brands to save up to 30% on their ad spend so it’s definitely worth considering.
Another angle to keep in mind is that monitoring customer sentiment removes bias, even if you think your customer surveys questions were designed in an unbiased way. People share their reviews on social media unprompted, only with the view to share their honest opinion hoping to help others make a confident buying decision. You don’t get that in customer pools or surveys.
07:57 - 13:50 - Myths and Misconceptions about Customer Sentiment - Brands have been somewhat reluctant to monitor customer sentiment because the AI behind those tools wasn’t overly reliable. In particular, it lacked context - counting the use of certain words but not providing a deeper understanding of what the entire communication was about and hence, giving mixed insights.
14:03 - 29:02 - How Brands Can Get Started with Customer Sentiment - Other than investing in a customer sentiment monitoring tool, pay attention to what is being said in the comments on your social media. Read between the lines. What is the tone of those communications? Also, if you’re looking to invest in influencer marketing, check out the comments under the influencer’s posts and see what kind of community they’ve built.
Additionally, know when to ask specific questions and when to keep quiet and listen to what your customers are saying. That’s not to say give up on asking completely but each question only addresses certain aspects of your product, service or business. If you focus on listening to what they’re talking about on social media (unprompted) it can give you a different angle on the product/brand you’ve never considered before.
29:12 - 35:48 - What are the Common Mistakes Businesses Make with Customer Sentiment - Not acting on the data customers give. Many brands collect feedback but don’t dig in deeper into it, just proudly display it on their website or social media channels.
36:04 - 39:40 - Upcoming Trends with Monitoring Customer Sentiment - The use of sort of NLP natural language processing is becoming a growing sector of AI that's being used more and more. Being able to target people by the language they use, rather than the geographic location they're in is just another string to the bow of making sure that your ads are targeted in the right way.
41:50 - 43:08 - Tom’s Marketing Pet Peeves - Buzzwords and not using the language customers are using. Sure, if you’re targeting the right pain points in your copy, people will click on the ad but how many more would convert if your copy used the same type of language and connected with them on an emotional level?
43:33 - 44:49 - Tom’s Underrated Aspect of Marketing - Not reading between the lines. Those people have gone out of their way to write that Tweet or comment so the least you can do is read what they say.