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Want a greater understanding of your customers’ feelings? Here’s how machine learning can help.

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By Paul Wright

We all know the importance of Web 2.0, the power of social media and user-generated content for enabling businesses to connect with their customers. Creating content that encourages conversation can be a time-consuming process alone, but when a single product page or blog post can generate hundreds of comments or reviews, managing the conversation can be overwhelming. 

Positive reviews are great for business and negative reviews are bad. Correct? Well, that depends. A negative review that is responded to in a positive way can do wonders for a brand. Even the best run business will occasionally have an unhappy client, but with a sympathetic response and apology where required, new customers can be reassured that you care about their satisfaction. 

But with so many reviews and comments being added, how do you ensure that you can manage to not miss those unhappy customers without employing a whole team of monitors? This is just one of the uses of Natural Language Processing. 

What is natural language processing?

Natural Language Processing (NLP) uses machine learning to analyse text and understand the sentiment behind it.

At its simplest, NLP allows you to take the text in a review or comment and analyse it, returning a score that indicates positive, negative or neutral sentiment. Using machine learning, artificial intelligence and cloud-based processing, human language can now be analysed by machines to understand its meaning. Thousands of reviews, comments or survey results can be analysed in seconds to give you insights that would take a human days to read and analyse.

Imagine you have written a blog post about your amazing new toaster. Instead of reading each and every comment, you can automatically analyse the comments added to the blog and see if overall it’s generated a positive or negative response. At the same time, you can identify those comments with the most negative sentiment and review them. Do they need an individual response? Was the negativity due to the product or the way the post was written? Is there a common theme in the negative comments?

NLP can do more that just analyse comments and reviews

Surveys are a great way to understand how customers feel about something but reading and analysing each comment is time consuming and subconscious bias can affect the results. With NLP, survey results can be instantly and objectively analysed, giving you an immediate insight into how your customers are feeling.

Improve marketing by quickly analysing the sentiment towards a campaign. Employ market segmentation based on how well an advert or marketing message is connecting with different audiences. Real-time analysis can be running 24/7, giving instant results so that marketing spend can be employed to the best effect.

Let AB help you harness the power of natural language processing

Here at AB, we have been helping our clients promote and build their brand for over 20 years. By harnessing the power of Natural Language Processing, we can now help you manage your customer conversations. With NLP you can:

  • Improve customer satisfaction
  • Run analysis across multiple channels
  • Increase productivity and reduce costs
  • Better understand your customers
  • Employ and manage accurate, objective analysis 
  • Discover actionable insights hidden in the data

 

Data is powerful in the right hands. We can help your business embrace the power of NLP and give you an edge on your data analysis. Contact us at AB to learn more about how we can help you better understand your customers.

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