The client had launched their applications services recently and needed a way to understand customers’ perception, issues, demands and their overall experience with this new launch based on real customer feedback. They lacked a method to improve promotional activities and constructively engage with customers. Also, they were facing a long response time for customer issue resolution. In an industry that must generate profits to invest in new content experiences, it is very important to take cognizance of customer feedback in order to stay relevant. Social media analytics, in the form of Sentiment Analysis, could provide these key insights to the client’s strategic marketing and customer relationship management team. It promised the power to improve promotional activities and constructively engage with customers to constantly improve services.
