Harnessing the full potential of online reviews to enrich the customer experience
The amount of reviews posted online, whether about a restaurant, a product or a brand, has exploded over the last decade. Consulting these reviews has become automatic for consumers and greatly influences their purchasing decisions (according to a BrightLocal study, 87% of consumers consult online reviews to buy a product or service). It is therefore crucial for B2C companies to take control of these reviews and exploit their full potential. This requires tedious analysis work for marketing teams, which is all the more complex as the number of online review sources multiplies.
What are the main obstacles to auditing online customer verbatims?
- too many reviews for an exhaustive analysis of the information
- multiple channels/platforms for collecting online reviews
Our solution: Automate the analysis of online reviews to guide marketing strategy
To meet this challenge, Lettria has developed a text mining technology that allows us to analyze the sentiment of a text, and in particular to determine whether it is positive or negative.
The API uses the resources of psychology and the 8 primary emotions modeled in the Plutchik emotion wheel (joy, sadness, fear, anger, disgust, attraction, surprise and anticipation) to determine the polarity and emotional tone behind the words. By identifying the negative, positive or neutral connotation of a text, we greatly facilitate the understanding of online reviews and their classification. In fact, by automating this first level of sentiment analysis, Lettria enables marketing teams to enrich their market research and satisfaction surveys by taking into account the completeness of online reviews. If the collection of reviews is a prerequisite for measuring the customer experience, Artificial Intelligence tools like Lettria are now essential to fully exploit all the information contained.
The benefits of an integrated approach
- Access to much more information that was previously difficult to use and exploit
- Time savings (operational excellence) for marketing teams