Customer Emotion Analysis

Surveys can serve an important purpose. We should use them to fill holes in our understanding of the customer experience or build better models with the customer data we have. As surveys tell you what customers explicitly choose to share, you should not be using them to measure the experience. Surveys are also inherently reactive, surface level, and increasingly ignored by customers who are overwhelmed by feedback requests. This is fact. There’s a different way. Some CX leaders understand that the most critical insights come from sources customers don’t even realize they’re providing from the “exhaust” of every day life with your brand. Real-time digital behavior, social listening, conversational analytics, and predictive modeling deliver insights that surveys alone never will. Voice and sentiment analytics, for example, go beyond simply reading customer comments. They reveal how customers genuinely feel by analyzing tone, frustration, or intent embedded within interactions. Behavioral analytics, meanwhile, uncover friction points by tracking real customer actions across websites or apps, highlighting issues users might never explicitly complain about. Predictive analytics are also becoming essential for modern CX strategies. They anticipate customer needs, allowing businesses to proactively address potential churn, rather than merely reacting after the fact. The capability can also help you maximize revenue in the experiences you are delivering (a use case not discussed often enough). The most forward-looking CX teams today are blending traditional feedback with these deeper, proactive techniques, creating a comprehensive view of their customers. If you’re just beginning to move beyond a survey-only approach, prioritizing these more advanced methods will help ensure your insights are not only deeper but actionable in real time. Surveys aren’t dead (much to my chagrin), but relying solely on them means leaving crucial insights behind. While many enterprises have moved beyond surveys, the majority are still overly reliant on them. And when you get to mid-market or small businesses? The survey slapping gets exponentially worse. Now is the time to start looking beyond the questionnaire and your Likert scales. The email survey is slowly becoming digital dust. And the capabilities to get you there are readily available. How are you evolving your customer listening strategy beyond traditional surveys? #customerexperience #cxstrategy #customerinsights #surveys

The rapid development of artificial intelligence (AI) is outpacing the awareness of many companies, yet the potential these AI tools hold is enormous. The nexus of AI and emotional intelligence (EQ) is emerging as a revolutionary game-changer. Here’s why this intersection is crucial and how you can leverage it: 🔍 AI can handle data analysis and repetitive tasks, allowing humans to focus on empathetic, creative, and strategic work. This synergy enhances both productivity and the quality of interactions. Imagine a retail company struggling with high customer churn due to poor customer service experiences. By integrating AI tools like IBM Watson's Tone Analyzer into their customer service process, they could identify emotional triggers and tailor responses accordingly. This proactive approach could transform dissatisfied customers into loyal advocates. Practical Application: AI-driven sentiment analysis tools can help businesses understand customer emotions in real-time, tailoring responses to improve customer satisfaction. For example, using AI chatbots for initial customer service interactions can free up human agents to handle more complex, emotionally charged issues. Strategy Tip: Integrate AI tools that provide real-time sentiment analysis into your customer service processes. This allows your team to quickly identify and address customer emotions, leading to more personalized and effective interactions. By integrating AI with EQ, businesses can create a more responsive and human-centric experience, driving both loyalty and innovation. Embracing the combination of AI and EQ is not just a trend but a strategic move towards future-proofing your business. We’d love to hear from you: How is your organization leveraging AI to enhance emotional intelligence? Share your thoughts and experiences in the comments below! #AI #EmotionalIntelligence #CustomerExperience #Innovation #ImpactLab

Traditional approaches to explaining customer behavior are no longer enough to ensure your company remains on the cutting edge. 🫢   Innovative solutions require fresh approaches to penetrating layers of conventional wisdom.   And that begins by acknowledging that the motivations your customers act on are seldom logical, predictable, or even conscious.   Instead, their strongest responses stem from one source: emotion.   Numerous studies, including two conducted by Gallup, have documented that over 70% of all B2B and B2C customer decisions are driven by emotion.   It’s a deceptively simple reality yet one that many companies often resist preferring instead to concentrate exclusively on seemingly quantifiable metrics because they seem safe and reliable.   But whether customers are consumers or other businesses, all customers are people. And people are emotional beings.   That’s why the best data in the world isn’t necessarily indicative of how they’ll respond.   Traditional research techniques are often unproductive because they generate predictable confirmation of a pre-conceived hypothesis.   Old methods are designed to measure rather than inform and therefore may fail to uncover genuine insights.   Frequently they focus on mapping reactions against existing services, products or internally based assumptions.   Emotional Trigger Research is a methodology that exposes the core, unfiltered and spontaneous triggers that drive behavior.   These triggers provide actionable intelligence that will enable your business to convert emotional considerations into winning marketing strategies.   Based on an indirect approach that features provocative open-ended questions paired with in-depth one-on-one conversations, the results are uniquely spontaneous and enlightening.   When asked the unexpected, most customers have no ready answers. Consequently their unplanned responses are more revealing, providing the most authentic window into the emotional triggers that explain their actions.   Emotional Trigger Research transcends the superficiality of what customers say to the far deeper level of what they really mean.   As the Pioneer of Emotional Trigger Research and Author of “Why Customers Really Buy: Uncovering the Emotional Triggers That Drive Sales”, I’ve spent my career helping CEOs and Owners of U.S. based companies leverage customer emotions to generate over $100 million in additional sales.   If you’d like to innovate a competitive marketing strategy that resonates with your customers emotionally, DM me and let’s chat.   Illustration: Your Marketing Rules    Ring the 🔔 on my profile to follow Linda Goodman for marketing strategy and business development content.   #MarketingStrategy #Sales #BusinessDevelopment #EmotionalTriggerResearch #Leadership #CEO #Entrepreneurship

I have seen a lot of CMOs struggle to use qualitative insights along with hard numbers on their dashboards. It’s not easy, but I think it is essential for a complete picture. Here’s how to make it work: ---------------------------------- → Start with surveys and focus groups These give you deep insights into what customers feel about your brand. For example, a major electronics brand we worked with uncovered key emotional drivers like 'Trust' and 'Reliability' through focus groups. → Use social listening and sentiment analysis Monitor real-time public perception. A fashion retailer we worked with linked positive sentiment spikes on social media to increases in website traffic and sales. → Integrate qualitative and quantitative data Combine your survey results and sentiment data with sales metrics using unified measurement. This helps you see how customer emotions translate into real business outcomes. → Foster continuous feedback Keep feedback loops open with regular surveys and community interactions. We used this approach for an online education platform which resulted in higher course completion rates and better engagement. Bottom line? By combining qualitative insights with hard data, you gain a more accurate understanding of your brand's performance. ---------------------------------- How are you connecting the dots between customer emotions and real numbers? Let’s discuss.

𝗘𝗺𝗼𝘁𝗶𝗼𝗻𝗮𝗹 𝗠𝗮𝗽𝗽𝗶𝗻𝗴 𝘃𝘀. 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗝𝗼𝘂𝗿𝗻𝗲𝘆 : 𝗧𝗵𝗲 𝗕𝗮𝘁𝘁𝗹𝗲 𝗼𝗳 𝘁𝗵𝗲 𝗛𝗲𝗮𝗿𝘁 𝗮𝗻𝗱 𝘁𝗵𝗲 𝗪𝗮𝗹𝗹𝗲𝘁 I recently had a humorous debate with a startup founder in the medical retail space about the traditional 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗝𝗼𝘂𝗿𝗻𝗲𝘆 𝗠𝗮𝗽𝗽𝗶𝗻𝗴 of the step-by-step path from “𝘞𝘩𝘰 𝘢𝘳𝘦 𝘺𝘰𝘶?” to “𝘚𝘩𝘶𝘵 𝘶𝘱 𝘢𝘯𝘥 𝘵𝘢𝘬𝘦 𝘮𝘺 𝘮𝘰𝘯𝘦𝘺!” - and how it’s slowly fading. Pointed out that decisions are rarely driven by logic alone - 𝗲𝗺𝗼𝘁𝗶𝗼𝗻𝘀 𝗼𝗳𝘁𝗲𝗻 𝘁𝗮𝗸𝗲 𝘁𝗵𝗲 𝘄𝗵𝗲𝗲𝗹. That’s where 𝗘𝗺𝗼𝘁𝗶𝗼𝗻𝗮𝗹 𝗠𝗮𝗽𝗽𝗶𝗻𝗴 steps in, adding depth to the modern customer journey by capturing what customers 𝗳𝗲𝗲𝗹 at every step, not just what they 𝘥𝘰. 𝗦𝗼, 𝗪𝗵𝗮𝘁’𝘀 𝘁𝗵𝗲 𝗗𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝗰𝗲? 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗝𝗼𝘂𝗿𝗻𝗲𝘆: Tracks actions - Click, Buy, Install, Complain, Repeat. Basically, it’s the 𝗚𝗼𝗼𝗴𝗹𝗲 𝗠𝗮𝗽𝘀 of user behavior. 𝗘𝗺𝗼𝘁𝗶𝗼𝗻𝗮𝗹 𝗠𝗮𝗽𝗽𝗶𝗻𝗴: Tracks 𝘧𝘦𝘦𝘭𝘪𝘯𝘨𝘴 - Excitement, Confusion, Frustration, Relief, Joy. Think of it as the 𝗦𝗽𝗼𝘁𝗶𝗳𝘆 𝗣𝗹𝗮𝘆𝗹𝗶𝘀𝘁 playing in their heads throughout the journey. 𝗪𝗵𝘆 𝗗𝗼𝗲𝘀 𝗘𝗺𝗼𝘁𝗶𝗼𝗻𝗮𝗹 𝗠𝗮𝗽𝗽𝗶𝗻𝗴 𝗠𝗮𝘁𝘁𝗲𝗿? Because no one remembers what they clicked. But they 𝗻𝗲𝘃𝗲𝗿 𝗳𝗼𝗿𝗴𝗲𝘁 𝗵𝗼𝘄 𝘆𝗼𝘂 𝗺𝗮𝗱𝗲 𝘁𝗵𝗲𝗺 𝗳𝗲𝗲𝗹, Clicks fade from memory, but emotions stick - kind of like the joy of finding extra onions in your biryani order! Refer Swiggy or Zomato. 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗝𝗼𝘂𝗿𝗻𝗲𝘆: 1. Search for food. 2. Select restaurant. 3. Place order. 4. Track delivery. 5. Eat happily. 𝗘𝗺𝗼𝘁𝗶𝗼𝗻𝗮𝗹 𝗠𝗮𝗽𝗽𝗶𝗻𝗴: 1. Hunger Craving – Excited! 2. Menu Browsing – Confused. Too many options! 3. Checkout Price – Shocked. Swiggy, why you do this? 4. Order Tracking – Anxiety. Why is the delivery guy circling ? 5. Food Arrives – Relief and Joy! 𝗛𝗼𝘄 𝘁𝗼 𝗖𝗼𝗺𝗯𝗶𝗻𝗲 𝗕𝗼𝘁𝗵? 𝗠𝗮𝗽 𝗘𝗺𝗼𝘁𝗶𝗼𝗻𝘀 𝘁𝗼 𝗔𝗰𝘁𝗶𝗼𝗻𝘀: Attach emotional states to each step of the customer journey. 𝗔𝗱𝗱𝗿𝗲𝘀𝘀 𝗣𝗮𝗶𝗻 𝗣𝗼𝗶𝗻𝘁𝘀 𝗙𝗶𝗿𝘀𝘁: Like adding “Cash on Delivery” for Indian parents who still don’t trust online payments. 𝗔𝗱𝗱 𝗘𝗺𝗼𝘁𝗶𝗼𝗻𝗮𝗹 𝗧𝗿𝗶𝗴𝗴𝗲𝗿𝘀: Surprise discounts or funny delivery updates - because who doesn’t love a “𝘠𝘰𝘶𝘳 𝘣𝘪𝘳𝘺𝘢𝘯𝘪 𝘪𝘴 𝘢𝘭𝘮𝘰𝘴𝘵 𝘩𝘰𝘮𝘦!” text? Customer Journeys tell you 𝘄𝗵𝗮𝘁 customers do. Emotional Mapping tells you 𝘄𝗵𝘆 they do it - and why they sometimes rage - quit in the middle. Combine both, and you’ll build products that customers don’t just use - they 𝗳𝗲𝗲𝗹 for. #productgyan #customersatisfaction #uiux #customerjourney #emotionalmapping #customerservice #productengineering

Stop sending surveys. Seriously. They're a bad habit that gives you polite, sanitized data, not real insights. I found a way to get a 78% response rate and honest feedback by doing the exact opposite of what every marketing book recommends. Here are 5 customer research methods that beat surveys every single time: 1) WhatsApp Voice Notes > Written Surveys: ↳ People speak faster than they type ↳ Emotion comes through in voice tone ↳ No survey fatigue Method: Send a voice note asking ONE specific question "Hey [Name], quick question - what made you choose us over [competitor]?" 2) Watch Usage > Ask About Usage: ↳ What people do ≠ what they say they do ↳ Behavior reveals truth, words reveal intentions Method: Screen recordings + heatmaps show reality Ask: "How often do you use feature X?" → They say "daily" Data shows: Last used 3 weeks ago 3) Churned Customer Calls > Happy Customer Testimonials: ↳ Satisfaction bias makes happy customers less honest ↳ Churned customers have nothing to lose Method: Call customers who cancelled in the last 30 days "What could we have done differently to keep you?" Most brutal, most valuable insights you'll get. 4) Social Media Stalking > Focus Groups: ↳ Real conversations happen on Twitter/LinkedIn ↳ Unfiltered opinions in natural settings Method: Search "[your brand] OR [competitor] OR [problem you solve]" People complaining/praising without knowing you're watching. 5) Customer Success Team Coffee Chats > Executive Surveys: ↳ Front-line teams hear the real feedback daily ↳ Filter gets removed when it's informal Method: Weekly coffee with CS/Sales teams "What are customers actually saying?" Not the sanitized feedback that reaches leadership. The Pattern I've Noticed: The closer you get to natural conversation, the better the insights. → Formal surveys = What customers think you want to hear → Informal chats = What customers actually think My personal favourite: Join Customer WhatsApp Groups/Communities- I have joined discord & reddit communities Don't moderate. Don't participate initially. Just observe. How they talk about problems. What words they use. Their real frustrations. Pure gold for messaging and positioning. The Reality:Most "customer insights" are actually "customer politeness." People won't tell you your product sucks on a formal survey. They will tell their friend on a WhatsApp call. Your job? Be the friend, not the survey. Which method are you going to try first?

We've all heard this… "The customer is king." But here's the thing - most businesses are serving their king without truly understanding their needs. Think about your last customer interaction. You probably focused on what they said or did. But what were they thinking? What were they feeling? This gap between observable data and emotional reality – this is where most customer experience strategies crumble. And this is precisely why you should do empathy mapping in the first place– A tool or a practice that fundamentally shifts how you perceive, understand and serve your customers. Here's a proven framework for effective empathy mapping that captures the voice of customers effectively and drives results: ✓ Listen to what your customers say, track how they use your product, and monitor their interaction patterns. ✓ Go beyond words - understand their emotions through interviews, feedback sentiment, and non-verbal cues. ✓ Compare what customers say versus what they actually do. This disconnect often reveals your biggest opportunities. ✓ Customer needs evolve. Keep your insights fresh by consistently monitoring, updating, and adapting your understanding. But here's a critical disclaimer: You shouldn't just map but use this. The real value of this process lies in how you operationalize these insights. Every touchpoint in your customer journey – from first contact to post-purchase support – should be informed by your empathy mapping insights. Look at how Airbnb revolutionized travel accommodation. Their success wasn't just about offering cheaper alternatives to hotels. Their extensive empathy mapping revealed that travelers weren't just looking for places to stay – they were looking for experiences that made them feel like locals. This single insight transformed their entire business model. And if Airbnb could use empathy mapping to disrupt a centuries-old industry, imagine what it could do for your business. #data #empathy #business #strategy #emotions #travel

Marketers think we have to hit it out of the park every time or we're not valuable. Yup, that goes for yours truly, too. 🙋♀️ I'm here to tell you that you don't have to—that's just a lie we tell ourselves because we don't know how else to represent our work. In reality, people will value you because you know your craft. Sometimes, people describe this as "being smart." 😅 But when you don't hit out of the park, it's good to know why: That's where sentiment analysis comes in. 𝗦𝗲𝗻𝘁𝗶𝗺𝗲𝗻𝘁 𝗔𝗻𝗮𝗹𝘆𝘀𝗶𝘀 You can't base campaigns on numbers only. You also need sentiment.  Numbers are only half the story; they show you WHAT happened. But they don’t provide the crucial context – WHY it happened. Customer sentiment tells you WHY. Brand visibility only matters if you know whether or not people are emotionally connected to you: the emotional connection they feel can make or break any campaign. Old Spice quadrupled its sales after changing people's sentiment about the brand. It used to be an "old man's brand." Now, You'd never say that when you look at their Swagger campaign. Old Spice could've as easily thrown millions into ads that people saw and hated, and still reported the same reach numbers. A sentiment analysis allowed them to be sure their ad made a positive impact — not just any impact. Sentiment is the emotional layer over the hard data. But you need hard data to measure sentiment, like: - Support ticket analysis using natural language processing (NLP) - Using NLP for company and product reviews - Social listening tools - Calculating your net promoter score You don't have to hit every campaign out of the park. But understanding why you did or didn't, through sentiment analysis, helps you learn from it and hone your craft. #Marketing #SentimentAnalysis #Strategy #CustomerInsight #EmotionalConnection