Do you want to better understand who your customers are and what is important to them? The emotional part of a customer experience can be tested and categorised: When does your customer react in an annoyed, surprised or satisfied way? What triggers these emotions?
Typical causes for many requests are changes you can make. If you anticipate these, your employees will already have an answer prepared for when the customer complains. Through social listening tools and sentiment analysis, you can tell a lot about emotional levels of your customers. You can see how your customers react to your business, in comments and through hashtags, keywords and content.
Starbucks is a pioneer amongst the users of sentiment analysis. The coffee company can reliably respond to urgent tweets and negative comments, even if the @starbucks brand is routinely mentioned in high volume across social networks. Additionally, they use emotion tracking during telephone conversations, to learn what annoys customers the most or what makes customers the happiest. Sentiment analysis also enables the discovery of trends that can be brought into product development, for example.