Gartner Research

Understanding Your Customers by Using Text Analytics and Natural Language Processing

Published: 31 January 2019

ID: G00373854

Analyst(s): Darin Stewart


Text analytics and NLP can help companies identify customers, understand their thinking and anticipate their needs. This report introduces the techniques and tools that enable technical professionals responsible for customer insight to get the most value from unstructured information.

Table Of Contents


  • The Basics of Text Analytics and NLP
  • The Text Analytics Process
  • Understanding Who Your Customers Are
    • Name and Address Reconciliation
    • Managed Vocabularies and Semantic Mediation
    • Entity Extraction
    • Classification and Clustering
  • Understanding What Your Customers Are Thinking
    • Overview of Sentiment Analysis
    • Sentiment Analysis Granularity and Sentiment Quadruples
    • Sentiment Analysis for Crisis Management
    • Sentiment Analysis for Competitive Intelligence
  • Anticipating What Your Customers Need
    • Predictive Analytics
    • Predictive Search in Customer Contact Centers
  • Strengths
  • Weaknesses


  • Reconcile Customer Identities, and Begin to Develop Unified Profiles
  • Identify Entities of Interest
  • Engage a Social Listening Service

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