Understanding Customer Emotions Through Verbatim Analysis

Why is it strategic? In a market where the customer experience is a key differentiator, understanding the emotions behind feedback is vital. Verbatims, by expressing the customer’s authentic voice, help detect real pain points, identify opportunities, and align strategy with genuine expectations. Without structured analysis, this raw data remains unused and decision-making loses relevance.

3 Key Insights

Human view of the customer: Verbatim analysis captures emotions invisible in quantitative data, enriching overall understanding. Emotion-driven innovation: Leveraging detected frustrations and aspirations inspires new offers and fosters lasting loyalty. Enhanced personalization: Tailoring marketing messages and customer interactions according to emotions strengthens engagement and conversion.

In a competitive environment, capturing customer emotions becomes a strategic imperative. Quantitative data indicates what is happening, but rarely why. Verbatims reveal these nuances, providing valuable raw material for improving products, services, and customer relationships.

What is a verbatim? Verbatims encompass spontaneously expressed customer feedback: online reviews, social media posts, open-ended survey responses, interactions with customer service.

Why analyze them?

Detect specific expectations that closed-form surveys do not reveal. Identify pain points in the customer journey, whether technical, functional, or emotional. These insights direct resources toward the most impactful improvement areas.

Lexical Analysis Identify emotion-bearing words (positive or negative) in comments using sentiment dictionaries. Accessible and fast, but requires regular updates and careful attention to subtleties such as irony.

AI and NLP Tools Natural Language Processing solutions can analyze large volumes of data, classify sentiment, and contextualize expressed emotions. Continuous learning improves the accuracy of analyses.

1. Product/Service Improvement: Target corrections that address irritants revealed by verbatims.
2. Offer Personalization: Segment customers based on detected preferences and adjust proposals, content, and journeys.
3. Innovation: Identify unmet needs and launch differentiating features or services.
4. Relationship Strengthening: Adapt team communication according to detected emotional states for more human interactions.
5. Communication Optimization: Adjust marketing campaigns based on the tone and prevailing emotions in the market.

Verbatim analysis turns raw feedback into a strategic lever:

In-depth understanding of expectations Innovation and personalization Strengthening of engagement and loyalty By combining traditional methods and AI tools, verbatims become an emotional compass, guiding strategic decisions to remain competitive.