Sentiment Analysis: A way of tapping into users’ emotions

By Rajat Satle

Sentiment Analysis

Nowadays, the online business market is booming like never before. A consumer can get every kind of facility at home using digital services. This not only consists of the physical products but many such services that are available online.

“We see our customers as invited guests to a party, and we are hosts. It’s our job every day to make every important aspect of the customer experience a little bit better.”

– Jeff Bezos

Customer experience has become the most crucial aspect of a business. Businesses can soar to new heights if companies can uncover the real needs, and frustrations and find what the customers want. A good way of tapping into the needs, emotions, and thoughts of the people using a product is by doing sentiment analysis. It helps in analyzing customers’ feedback and implementing them to enhance their experience.

Businesses of every type have to include sentiment analysis to gain deep insight into how their customers think and feel. But at the same time, it’s important to understand examples of how to use this strategy to execute it successfully.

What is sentiment analysis?

Sentiment analysis is a text analysis technique that uses NLU (Natural Language Understanding) to detect the nature of a statement and interpret its meaning, emotions, tone, etc. With the help of this technique, you can directly process the customer support tickets, online chats, calls, and emails and prioritize any urgent issue to uncover how users are feeling about the product.

It can be used to understand the view and perception of the customer toward your brand, which in turn helps companies realize if the customers are satisfied with them or not. By analyzing the customer reviews, you get to better understand the customer needs and requirements which can help you serve them with a better product or service.

sentiment analysis

Benefits of sentiment analysis

Use cases of sentiment analysis

1.Track customer sentiment vs time

Analyzing sentiments over a regular period can lead to achieving a proper understanding of consumers’ liking and disliking.

2.Determine which customer segments have the strongest opinions

With regular sentiment analysis, determining the area of interest/opinions becomes easy.

3.Plan product improvements

By analyzing statistics and unstructured data, sentiment analysis can make you learn how people feel about your latest product release.

4.Determine the most effective communication channels

With split testing, we can very well understand which crew of customers liked the feature and which did not.

5.Prioritize customer service issues

We can plan our engagement strategies for the customers with negative feedback, irrespective of which customer gave the feedback first.

6.Customer’s accessibility

We can track who is facing difficulty operating the application.


By utilizing the process of sentiment analysis for your project/business, you can identify the customers’ needs and can give them the best solution and experience possible. This will help in making the product much better by doing further enhancements based on customer reviews. You can reach the customer who is facing the issue soon and also you can suggest the enhanced version to the customer who is already happy with your product.

Explore Related Podcasts

SHOW MORE arrow-img
S3-E13 - Thursday Sep 7, 2023
Amplifying Diversity in Design: A Discussion with Jonelle Chandler

In this episode, we are joined by Jonelle Chandler - Partner and Chief Creative Officer at Qualified Digital. A dynamic design leader dedicated to empowering diverse design thinkers and bridging the gender and ethnic gap in tech. She actively mentors through programs like Built By Girls, ADPList, Women in Wireless, Blacks Who Design, and the Invision Design Leadership Forum, excelling in crafting innovative digital experiences by harmonizing business objectives, technology, data, and creativity.

S3-E12 - Thursday Aug 31, 2023
Crafting Immersive Experiences: The Role of Storytelling in CX & UX Design – Hans Forsman

In this episode, we are joined by Hans Forsman, an award-winning Creative Director known for his "can do" attitude and strategic brand expertise. With a remarkable track record, he's transformed goals into unforgettable results, crafting brand stories and cutting-edge campaigns. From Reebok to HBO Now, Hans has left his creative mark across diverse industries.