Nuvi's social listening analytics has been expanded to emotion analysis. Hovering over a light orange background are two of Nuvi's dashboards stacked on top of one another. One of these two social analytics dashboards represents emotions in a bar chart and the dashboard below that one is a scrolling row of social mention.
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Why Emotion Analytics are Essential for Customer Experience Management

Emotions are the driving force behind every decision. When we’re sad because of a breakup, we buy ice cream. When we’re excited about an event we went to, we buy memorabilia. When we’re scared for our safety, we buy personal protection training or equipment.

As Dan Emodi, a technology-marketing veteran, explained, “Understanding emotion applies to almost everything we do, from working out to understanding brands to providing service and call centers to interacting with our loved ones.”

Emotions in many ways are the book ends of the customer journey. It’s because of an emotion tied with a need that they search for a solutions, and at the end of their journey they should experience emotions associated with satisfaction. With emotional analysis, you can understand your audience like never before by reaching a new depth of granularity in customer behavior, market, and competitor data.

Why is Emotional Analysis Important Social Analytic?

Your business began in order to solve a need or want and you continue to solve it today. Over time, you’ve determined buyer personas based on details like geographical location, income, likes and interests, gender, age, etc. But how many of those demographic descriptions say what emotions drive customers toward your product and which emotions lead them to complete the goal of your strategy, like conversion.

Studies have shown that there are three key elements to successful customer experience (CX) strategies, which focus on the customer journey and customer relationship management:

  1. Success- Are they able to do the things that they want to do?
  2. Effort- How easy or hard is it to do the thing they want to do?
  3. Emotion- How did they feel about it?

When customers come to purchase your product or service, they expect to complete the purchase with little effort. Yet, as the studies found, those two factors didn’t assist as much in generating brand loyalty as they’d supposed. What they did find was that CX strategies focused on instilling positive emotions in their audience and associating those emotions with their brand proved to have the biggest impact on loyalty. 

The benefits of emotion social data analysis in a marketing platform don’t end there. A study outlined the benefit of emotion on ROI. The study evaluated the impact of customer experience improvement over a three-year period and demonstrated how loyalty behaviors (developed due to a positive emotional association with a brand) differ between the consumers who gave companies a very poor CX rating to those who gave a very good CX rating. 

This study analyzed companies with $1 billion in annual revenue across 20 different industries. On average, these companies gained $775 million over three years by improving the experience they delivered to customers, that’s almost a 78% increase!

A line chart has a y axis of Annual Revenue which ranges from $1 Billion to $1.8 Billion. The x-axis is years: year 1- year 3. The line chart goes from one billion to almost 1.8 billion at a steep exponential rate in three years

Year over year, companies can gain as much as a 25.8% increase in annual revenue when they consistently provide “good” customer experiences.

In order to provide “good” customer experiences, brands need to ask two essential questions: 

  1. What emotion(s) are tied to the need(s) our company solves?
  2. How can we capitalize on or better incorporate those emotions in our strategies?

Customer experience management is all about understanding the emotions behind customer behavior, how they affect strategy and ROI, and implementing emotion marketing tactics with the goal of associating positive emotions with your brand in the mind of your audience. 

What is Emotion Analytics?

Emotion analytics (EA) is a software that collects data on how a person communicates verbally and nonverbally to understand the person's mood or attitude. It is most often used to improve customer relationship and reputation management, but it can also be used for crisis and brand management as well as market research.

In the customer experience SaaS industry, companies are starting to add emotion analytics to their social listening tools. Nuvi: The Social Customer Experience Company, one of the first to equip their customer experience marketing software with emotional analysis, is utilizing Rober Plutchik’s Wheel of Emotion, simply termed the Plutchik Model, as a basis for the addition. Plutchik’s psychoevolutionary classification for general emotional responses considers eight emotions as primary due to their intrinsic involvement in triggering behavior. These emotions are anger, fear, sadness, disgust, surprise, anticipation, trust, and joy.

If you’re familiar with a social listening platform, you’ll see that it’s most commonly used for sentiment analysis, which is the analysis of social mentions to determine whether the content’s tone is positive, negative, or neutral.

Nuvi's emotion social analytic dashboard is designed to look like a flower with eight thin oval petal. The narrowest ends are pointed. They are oriented so on point is touching each of the other petal's ends. Going in a circle from the top, the first petal is Joy and yellow in color, the next to the right is trust and colored light green. Third is fear in a dark green color. Fourth is surprise in light teal. The bottom most petal at 6 o'clock is sadness which is blue in color. Next is a purple petal titled disgust. Next is anger, colored red. Last is anticipation which is colored a brownish orange.

While sentiment analysis is extremely helpful for brands analyzing their audience’s position or disposition towards their brand, products or services, event, etc, it doesn’t answer key questions for more granular audience analysis.

“In the world of social media analytics, we often think of sentiment as a key data point for understanding content en masse,” Jake Jenne, Software Engineer Manager at Nuvi, expounded on why Nuvi went to such great lengths to include emotion analytics in its software. “Emotion analysis is a finer-grained form of sentiment analysis that helps brands better connect with and understand their customers.”

Some of the questions emotional analysis can answer that sentiment alone can’t include: “what kind of positivity is my audience showing?”, “is my audience happy about or anticipating our new product?”, “what is it about our event that’s surprising people?”,  or “why are customers angry about our announcement?”. This list of questions can go on and on.

One of these two social analytics dashboards represents emotions in a bar chart and the dashboard below that one is a scrolling row of social mention.

Another benefit of emotion social analytics in conjunction with sentiment analysis is that a single emotion on both ends of the sentiment spectrum can be analyzed. For example, fear is usually considered a negative emotion. However, in certain fandoms or time periods, such as Halloween, fear is more likely a good or positive emotion. 

Sadness is another emotion that can be both positive and negative. Let’s take the phrase ‘I’m crying’, for instance. On the negative side (the one we’d expect), someone might say, “My boyfriend and I broke up and I’m crying as I watch the Notebook and eat ice cream”, while on the positive side, someone might say, “I just pulled the best prank! I’m crying so hard right now.”

No matter your question or analysis goals, emotion analytics help enterprise brands filter social data so emotions can be analyzed alongside sentiment for deeper insights.

How to Use Emotion Analytics

Emotion analytics, as with most data sets, will vary in its use or in the approach taken to gain insights depending on the strategy or event being analyzed. 

For example, during an event or product launch, you may have a goal of generating high emotion metrics such as surprise, anticipation, joy, and trust. If you see these emotions at the levels you’re hoping for, then your strategy has been successful, but if emotions of anger and fear are more prevalent, then you know something is wrong. Emotion analytics can help you find the core of the issue quickly so you can remove it or adjust your strategy accordingly.

As a further example, we used Nuvi Language Engine's emotion analysis to unpack the feelings behind the discussion of Halloween in 2020. Halloween is a holiday of high emotions—fear is at its center, but this spooky season brings plenty of people joy, too. 

The most frequent emotion that appeared in the monitors was Anticipation; social media users are eager to celebrate the upcoming holiday. Most of the anticipation is due to costume discussion:

These two tweets show the anticipation of the Halloween season. The first reads, "I'm super excited for Halloween how that my costume is almost complete." The second reads, "So, can I get some Halloween costume ideas this year? Cause I'm trying to win Halloween again like last year."

Next was Surprise: this elevated score could be due to expressions of astonishment at governmental suggestions of how to still enjoy Halloween while not spreading COVID as well as expression shock at how people are mistreating Dia de los Muertos.

These three tweets representing discussions on the sad metric were found via nuvi's social analytics dashboards. The first reads, "Apparently they're canceling Halloween. Which is bullshit. Cause there's a stupidly obvious solution to the problem. kids are already wearing masks they can't breath in and you can leave the candy in a bowl on the doorstep, which people have been doing long before COVID 19. The second reads, "This isn't a Halloween costume. This my culture you're appropriating. Just a FYI, Dia de los Muertos isn't the Mexican Halloween. It's a very important day for us where we remember the ones that are no longer with us but instead of mourning we celebrate the life they lived."  The third reads, "so they want us to use a ridiculously long tube, that looks like the world's largest joint, to pass out Halloween candy. Meanwhile, you've touched that candy that is going into kid's bags & then touching other pieces of candy that have been touched by other ppl? Makes sense...

Joy came next. In an effort to enjoy the holiday and still maintain quarantine regulations, many are hosting or participating in online events such as customer contests.

This tweet found via Nuvi's social listening analytics metric of joy reads "Calling al quarantiners! This Halloween, @WBEZ is bringing the costumer contest to you. Email web@wbez.org with pictures of your best get-ups— from your favorite Chicago landmark to Sue the Dinosaur— and you could win a cash gift card. Deadline is Oct. 20"

Sadness was also high this year due to COVID restrictions not allowing traditional celebration, disappointment that adult nurse costumes are acceptable at Halloween but not at any other time or setting, and people expressing their desire to purchase a costume but don’t have the money to afford one.

These three tweets were found through Nuvi's emotion social analytic metric of sadness. The first says, "thank yooouuu. this was gonna be the Halloween costume for all the big parties this year but covid do be fuckin that up. The second reads, " can someone cure my depression by ordering my broke ass a Halloween costumer off of my Amazon wishlist pwease. The third reads, "this whole nurse costume thing makes me sick... every year during Halloween people wear doctor/nurse costumes and nobody says anything. how many mv and films and dramas have fake nurses and doctors too? but y'all speak only when it comes to jennie or blackpink. bunch of bullies.

As we can see across these top four frequent emotions, Americans are understandably upset that the continued health crisis will put a damper on their Halloween celebrations. This is generating a lot of focus on costumes as that is one of the only holiday activities that are quarantine friendly.

We can also see that most of these examples above don’t have the sentiment we’d think would be associated with the emotion category. Surprise is the best example. Most people tend to think of surprise as a good emotion, or on the happy side of the spectrum, but, in this Halloween monitor, that isn’t the case. Most of the surprise was associated with negative sentiment. If we’d just been analyzing sentiment, Surprise and Sadness would be lumped into the negative category and it would have taken manual filtering to determine the general discussion points that made up that sentiment.

Emotion analytics can be used for more than just social listening, which is primarily used for market research, brand management, and strategy development. Nuvi has shown that it can be used for customer engagement, content marketing, and review management, among many more.

Join our webinar Designing Empathy Experiences: The New Way to Customer Loyalty and ROI to learn more about emotion analytics and how important it is for business today and in the future. The webinar will be held on October 29th at 10 am MDT and guest speaker Dr. Markus Giesler, Professor at York University and regular consultant for global brands like Apple, Google and BMW, is an expert in the emotion economy for businesses.

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