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  • Writer's pictureAnantaya Pornwichianwong

5 Ways to Leverage Sentiment Analysis for Business Growth

Conducting sentiment analysis to understand customers is a crucial factor that helps businesses meet customer demands.

In this globalized world, the volume of data is increasing daily, creating an urgency for businesses to adopt AI for sentiment analysis to keep up with customers' rapidly changing demands.

Beyond understanding customers, sentiment analysis tools offer versatile benefits that can address challenges in other parts of a business. Sertis invites you to explore five ways to leverage sentiment analysis for business growth.

What is Sentiment Analysis?

Sentiment analysis is the process of analyzing emotions expressed in textual content. For example, businesses analyze customer feedback or reviews to determine whether they are positive or negative and to understand what makes customers satisfied or dissatisfied. Traditional manual sentiment analysis cannot keep up with the demands of the online business era, where there are numerous reviews, mentions, and feedback occurring on various platforms constantly.

Nowadays, due to advancements in AI technologies, natural language processing (NLP) models capable of understanding human languages are leveraged to build sentiment analysis tools. This allows for more efficiency, speed, and the ability to analyze vast amounts of data. AI-powered sentiment analysis has become a valuable option for businesses.

However, AI-powered sentiment analysis tools are not only beneficial for understanding customers. They can also be applied in various ways and can help improve many aspects of a business.

5 Ways to Leverage Sentiment Analysis for Business Growth

1.Achieve Superior Service

We can use AI models to assess customer emotions through various texts, such as customer reviews or social media mentions. The model can categorize customer emotions as positive, negative, or neutral, helping us understand customer sentiments better.

Once we understand customer sentiments, we can leverage this feedback to improve our services. Additionally, we can integrate sentiment analysis functions with chatbots to serve our customers, allowing the chatbots to analyze customer emotions and adjust their responses appropriately in real time.

2. Analyze and Monitor Brand Perception

Brand perception refers to the beliefs, feelings, and thoughts that customers have about a brand. Every brand must prioritize brand positioning strategies to ensure customers perceive the brand as intended. We can apply sentiment analysis tools to analyze and monitor brand perception by evaluating how customers talk about the brand on social media.

This allows us to comprehensively analyze and monitor whether customers perceive the brand as we intend and measure the effectiveness of different communication strategies in creating the desired perception.

3. Analyze and Predict Market Trends

Besides analyzing customer data, we can use sentiment analysis tools to analyze content on social media or news to predict market trends. For example, analyzing trending topics and conversations on social media helps track new viral trends, allowing us to adjust our marketing strategies accordingly.

Additionally, it enables us to analyze customer behavior through interactions across different channels and keep up with opinions on various topics online. This helps predict changes in customer behavior, enabling businesses to prepare for those changes.

4. Measure Product and Service Feedback

Sentiment analysis tools can also be applied to analyze feedback on products and services. By analyzing opinions on social media, we can determine how well a product or service is received.

Whether it's the launch of new products and services or new features in an application or website, sentiment analysis helps analyze the feedback. For example, if a new version of a website is launched and we detect feedback about slow page loading times on social media, we can identify the issues that bother customers and address them accordingly.

5. Measure Employee Satisfaction within the Organization

In addition to analyzing external factors, sentiment analysis tools can also be used to monitor employee satisfaction within an organization by analyzing feedback from internal surveys.

For large organizations with many employees, sentiment analysis helps the HR team save time by providing a comprehensive understanding of employee feedback. This enables the team to address issues accurately, thereby increasing employee satisfaction and retaining quality employees within the organization.

Sertis offers customized sentiment analysis solutions developed by a team of AI and data experts to address a variety of business challenges. These solutions are adaptable to diverse needs, enabling businesses to achieve comprehensive growth at all levels.

Learn more about Sertis and contact us at:


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