What are your customers saying about your brand on social media? Do they love you? Or, do you have some — or maybe much — work to do?
Facebook, Twitter, Instagram — every social network has posts concerning your brand, and everybody has an opinion. Brands hope the sentiment will be overwhelmingly good, rather that bad or indifferent, but forewarned is, after all, forearmed. Understanding all of that customer sentiment is a big, complex and seemingly overwhelming task, which is necessary in order to form a successful, customer-centric strategy. Fortunately, artificial intelligence can help businesses form a business strategy around all of that information. “Sentiment analysis” provides more than simply statistics on trends, it clues businesses in on exactly what customers are saying about them.
Artificial intelligence analyzes data that exists across platforms as tweets or posts, as well as reviews on e-commerce sites and survey responses in “voice of the customer” programs. While business intelligence tools look back at your data and help answer the questions you have identified, AI is forward looking.
Data science in the form of AI — also called “machine learning” — doesn’t simply collect and analyze information, it also helps to unearth new questions. That helps businesses discover trends and patterns that would otherwise remain hidden. Some questions are never asked because, “you don’t know what you don’t know.” The enormous volume of data that can be digested by AI can determine quickly and efficiently customers’ perception of your brand. In addition, when using AI, there’s no more wondering as well as who your core shoppers are, what your best customer is like, and what opportunities you might be inadvertently ignoring.
Valuable insights can be gathered using a flexible approach; data sources can be virtually unlimited and added as needed. That saves time and money. All the data that already exists in an organization is put to work. The shift from retrospective, reactive solutions to predictive, proactive ones is here, and it’s a scalable, yet precise, solution.
Figuring out what aggravates customers is every bit as important as knowing what they like. When brands demonstrate they are serious about finding the points of friction and smoothing them out, customers think, “This company really does care about improving my experience.” And where better to get that actionable intelligence from than the horse’s mouth?
For example, the Sacramento River Cats, a Triple-A baseball team, surveyed its fans about their experiences inside the stadium, including concessions, parking, guest services, security and merchandise. Thousands of comments poured in, and the team president, Jeff Savage, knew he needed an IT partner that could make sense of all that data. Enter SeyVu. Using AI models, SeyVu performed sentiment analysis that identified actionable insights that the Wild Cats management could use to improve the fan experience.
What did SeyVu find? In addition to highlighting many characteristics and stadium offerings that fans loved, SeyVu helped the team identify a particular pain point — parking — that management could remediate quickly. Fast action to resolve the issue means happier fans and more ticket sales. Without the deep dive into the open-ended, unstructured, replies, however, the Wild Cats might have endured another season with increasingly disgruntled fans.
SeyVu solves hundreds of business problems and identifies others businesses don’t even realize they have. The SeyVu solution provides business intelligence, forecasting and analytics that lets businesses identify mission-critical connections.
By leveraging the power of algorithms and models used by Google, Facebook and others, in addition to using the best software suited for the application, solutions can be implemented faster than a SnapChat can disappear. Well, almost faster.