Which factors contribute to customer sentiment?

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Before we get to the steps, let’s find out what type of data you need to measure customer sentiment about your brand. Here are some factors that affect sentiment:

Customer reviews: Online reviews of your company, malta b2b leads products and services contain various emotions expressed via text and/or visuals. They can be positive, negative or neutral, and these nuances are often picked up by AI sentiment analysis tools. Managing these reviews with productive solutions can help your brand improve trust among customers and lower the negative impact of online criticism.
Screenshot of Sprout Social’s listening tool gathering customer reviews from Tripadvisor for topic mining and sentiment analysis
Brand reputation: On social media, every like, comment or post shapes your brand’s public perception. A viral post can make you popular, while a critical tweet can spark backlash. It’s an up-to-date snapshot of how much people like or dislike your brand.
News: Whether it’s an award, a product recall or a CEO’s statement, news can significantly impact how customers perceive a brand.
Marketing initiatives: When your campaigns resonate, they lift positive sentiment; when they miss the mark, they can confuse or even alienate your audience. Having a sentiment-driven marketing strategy is key to customer loyalty.
Cognitive dissonance: When customers’ experiences don’t align with their expectations, it creates discomfort known as cognitive dissonance. This psychological phenomenon can lead to negative sentiment if not addressed.
Competitive landscape: Customers always compare, and so your standing in the market—your prices, quality, innovation—all contribute to how they feel about your brand in the context of your competition.
Screenshot of Sprout Social’s competitor analysis performance report showing metrics on various KPIs including topic summary, share of voice, total engagements and sentiment scores based on positive, negative and neutral emotions found in the data
These drivers can all influence how customers feel about a brand, and it’s important to track them all in order to get a complete picture of customer sentiment.

3 steps to analyze customer sentiment
Now you know what to look for. But how do you go about analyzing this data? Follow the three steps below for a systematic and organized approach to conducting sentiment analysis: