It is often said that good businesses are those that always prioritize their customers and listen to them, but the real question is, do they really understand them?
Thanks to the advent of Artificial Intelligence, some professionals, such as digital marketers, see the need to incorporate call analytics into their strategies to better understand the customer and improve the entire customer journey in the sales process, as call analytics is a source of spontaneous, honest and uninfluenced feedback, as a survey might be.
But for marketers to understand the feelings, emotions or intentions of customers is often considered difficult, but the solution is within everyone’s reach: Sentiment Analysis. By incorporating new Artificial Intelligence technologies, such as Sentiment Analysis, marketers will be able to bring a differential value to the company’s marketing strategies.
<<< Discover here what is Recordia Sentiment Analysis and why is important >>>
Beyond call analysis: Sentiment Analysis
Call recording has experienced a boom in recent years and this, together with call analysis through Speech Analytics, brings great benefits to companies and, specifically, to marketing teams as it helps to understand what customers are talking about and their needs. In fact, according to a Forrester study, “customers who call tend to buy more, make purchases faster and stay customers longer than customers on other channels. Customers who initiate a phone call during the customer journey convert an average of 30% faster and spend an average of 28% more.”
Given this data, it is normal and, in fact, necessary for companies to use call recording and Speech Analytics to bring differential value to their business, improving marketing and sales strategies and thus managing to adapt to customer needs.
But it is possible to go further. Thanks to new technologies based on Artificial Intelligence and natural language processing, marketing teams will be able to know the real sentiment of their customers, their positioning before a campaign, explore the mentality of the members of an audience and study the perception or image of the company from the user’s point of view. This makes Sentiment Analysis a great tool for in-depth product analysis, market research, reputation management or customer service, among others.
What is Sentiment Analysis?
Sentiment Analysis is one of the fields of natural language processing, dedicated to the exploration of subjective opinions or feelings collected from various sources on a particular topic.
The goal of Sentiment Analysis is to capture more information about customers, recognizing their emotions and helping companies to evaluate the mood of their brand and their sales or customer service team.
Create sentiment-based campaigns
Once we know what Sentiment Analysis is, it should be noted that call analytics with Speech Analytics provides a very good analysis of the performance of marketing campaigns but lacks the contextual elements that refer to what the customer’s experience with your brand or campaign was. Call analytics, combining Speech Analytics and Sentiment Analysis, are an example of how marketing can benefit from all the measurable information extracted from calls and use it to determine messaging, identify strengths and weaknesses, evaluate campaign effectiveness and measure customer sentiment.
Customer sentiment must be considered when developing marketing strategies, segmenting email campaigns, designing landing pages and automating marketing processes. Thanks to Sentiment Analysis, emailing, for example, can be explicitly written to meet the needs of the individual based on their sentiment score. Another example for which it can be used is to reduce customer churn. If a salesperson indicates that a customer has a negative experience, this knowledge of feeling can be used as a trigger to initiate a recovery campaign, before the customer disengages with the company definitively.
Using Sentiment Analysis, you can find out whether your marketing activities generated positive or negative reactions and subsequently verify your customers’ feedback. This helps you to rethink marketing strategies and, if necessary, better customize messages in the future to suit customers’ tastes and needs. Detecting negative, positive or neutral feelings about your marketing campaigns will help you to measure their success.
In summary, the benefits of Sentiment Analysis in marketing are numerous and technologies that use Speech Analytics together with Sentiment Analysis, such as Recordia, can bring great value to your company.
If you want to know more about our Speech Analytics and Sentiment Analysis solution, Recordia, click here.
See you soon!