It’s one thing to drive customers to your business locations, but it’s another to deliver on the quality experience customers expect. According to Gartner, more than two-thirds of marketers say their companies compete mostly on customer experience. To look at how these brands compared on reputation, we analyzed the sentiment of thousands of online reviews from each brand using our text and sentiment analysis tool, Pulse.
Pulse is able to determine whether the experience a reviewer had was positive, neutral, or negative based on the attributes associated with each topic within a category. This is helpful in discovering why a brand’s in-store experience was positive or negative and which aspects of the experience made it memorable enough to write a review.
We also looked at the sentiment distribution of each brand’s online reviews during a specific time period. This helped us to understand whether the overall customer experience was a positive one. Pulse looks at the topics within a review and determines sentiment at the topic level, not just the rating a customer gives it. This allows brands to understand exactly what led to positive or negative customer experiences.
In the example above, the pizza at a location may have been good but the service was slow. These two thoughts within one review express two different sentiments, which is why we look at the distribution of sentiment and not just star ratings.