Project - Social Media Sentiment

Summary


Social media provides a direct, real-time and unvarnished view of your customer experience rather than insights from complaints or small sample NPS scores.

Our value goal was to identify social media content relating to specific customer journeys and also understand point-in-time customer experience and trends from sentiment expressed. Natural Language Processing and text analysis was used to evaluate customer sentiment about specific campaigns and customer journeys.  

Impact

Changed views on how to create exceptional customer experience and influenced marketing strategy. For the first time, our client didn’t only see complaints, but also feedback on parts of the process that truly delighted their customers.

One of the most surprising insights was the strength of positive feeling about the welcome gifts given to new mortgage customers… our client had intended to stop this campaign but quickly reversed their decision!

Mudano’s Approach

Classify each post

Natural Language Processing classified posts based on the customer journey or marketing campaign they related to.

Measure the sentiment

Text analysis using customised sentiment libraries to score each post.

Visualise trends

Visual representation of changes in sentiment over time, overlayed with campaigns and events to understand their impact.

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