5 Tools to Help You Measure Customer Emotion and Sentiment

Before you can improve your brand’s customer experience, you have to know how people already feel about you. Here’s how to find out.

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Forrester reports that 72% of businesses say improving the customer experience (CX) is their top priority, but only 63% of marketers are investing in technology to reach that goal. Savvy marketers already know they can’t do anything to improve CX until they understand its current state. But with an infinite number of tools available, and an alphabet soup of acronyms and scores to choose from, it takes more than counting up clicks, likes, and emojis to get a comprehensive understanding of how your customers really feel.

Here are five tools to help you measure customer emotions and gain a deeper understanding of how they feel about your brand.

Customer satisfaction surveys: The simplest way to find out what your customers think is to simply ask them. Using simple number scales to inquire about satisfaction at key points in the customer journey is the best way to calculate your Customer Satisfaction Score (CSAT). The timing of these surveys can be transactional—after a purchase or following a customer service interaction—or based on duration, such as 6 months after the customer’s first transaction. Surveys can be as short as one question, typically asking the customer to rank his or her satisfaction of the experience on a scale from 1 to 10 (or the number of your choosing). Tracking CSAT over the course of the customer lifetime enables marketers to view a visual arc of customer sentiment and make adjustments along the way. HubSpot offers free customer satisfaction survey templates to help measure your CSAT.

Social media listening tools: Sprout Social created a social media listening tool for Twitter to help businesses assess sentiments happening in 280 characters or less. An add-on to Sprout’s social media management tool, Sprout Listeners promises to serve up insights based on specific topics or hashtags by automatically analyzing the sentiment of related tweets and saving them in positive or negative buckets accordingly.

Apptentive’s Love Dialog: Apptentive offers app-driven businesses a simplified method for measuring customer emotions. One of its biggest selling points is boosting survey responses—which leads to more accurate data. Apptentive uses a “Love Dialog” to gauge customer sentiment (similar to CSAT) and also collects feedback through two-way conversations to gain deeper insight, revealing the details when things go wrong and uncovering features your audience wishes you offered.

Customer loyalty metrics: Satmetrix calculates a Net Promoter Score® (NPS)—a customer loyalty metric created in 2003 by Fred Reichheld, Bain & Company, and Satmetrix. Considered one of the most important metrics, the NPS scale doesn’t measure customer emotion itself but illustrates how likely customers are to suggest your brand to other people. According to Forrester research, 39% of consumers will tell friends and family about a negative experience, so getting a snapshot of your customer base is a good way to find out how much work you need to do to improve overall sentiment.

Chatbots: Wizu uses an AI chatbot to conduct surveys and collect feedback from customers. Replacing form-based surveys with personalized conversations improves response rates, and Wizu uses the data to calculate CSAT, NPS, and a host of other common CX metrics. It also integrates with Salesforce.

While many of these tools can be used to assess essentially the same metrics, it’s important to think about your business goals before deciding which is best for your business.