Gartner Research

Sentiment Analysis Cracks the Code on Unstructured Voice of the Customer Analytics

Published: 30 April 2015

ID: G00273027

Analyst(s): Jamie Popkin

Summary

VoC analytics relies on four primary data sources for insight into customer wants, needs and behaviors. Unstructured content is the most challenging source to analyze. Sentiment analysis enables deep interpretation of customer content sources, adding value to predictive and prescriptive analytics.

Table Of Contents

Analysis

  • Sentiment Analysis of Unstructured VoC Content Needs to Do More Than Mine for Emotional Polarity
  • How to Diagnose the Health of the Customer Relationship by Applying Sentiment Analysis to the VoC Unstructured Content Channel
    • Descriptive Analytics: What Are Customers Feeling?
    • Diagnostic Analytics: Why Are Customers Feeling the Way They Do?
    • Predictive Analytics: How Do Expressed Emotional Patterns Predict Loyalty Behavior?
    • Prescriptive Analytics: How Can Sentiment Analysis Be Used in a VoC Analytics Process to Boost Loyalty?
  • What Are the Technical Challenges of Using Sentiment Analysis for Voice of the Customer Analytics?
    • Selecting the Right Technical Approach for Generating Sentiment Input for a VoC Analytics System
    • Truly Objective, Labeled Data: The Holy Grail of VoC Analytics
  • Strengths
  • Weaknesses

Guidance

Gartner Recommended Reading

©2020 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.