What Is Customer Sentiment & How You Can Measure It?

Published on:
Fri May 12 2023
Customer Experience

Customer sentiment is the emotion and feeling that customers have towards a brand, product, or service. It encompasses everything from their attitudes, opinions, and feelings, to their experiences and interactions with the company. Understanding customer sentiment is important to any business as it can help to determine customer satisfaction, loyalty, and brand perception.

In this blog post, we'll take a closer look at customer sentiment, why it's important, and how you can measure it.

What is Customer Sentiment?

Customer sentiment refers to the attitudes and emotions that customers express towards a particular brand, product, or service. These emotions can be either positive, negative, or neutral.

Positive sentiment indicates that a customer is satisfied, happy, and has a favorable opinion of a brand or product. Negative sentiment indicates the opposite - that a customer is dissatisfied, unhappy, and has an unfavorable opinion of a brand or product. Neutral sentiment indicates that a customer has no strong feelings one way or the other.

Why is customer sentiment important?

Customer sentiment is important because it can help businesses to understand how their customers perceive their brand, products, or services. If customers express negative sentiments towards a brand, it can be an indicator of problems that need to be addressed. On the other hand, if customers express positive sentiment, it can be a sign that a business is doing something right and customers are happy with that.

How can you measure customer sentiment?

Measuring customer sentiment can be a challenging task, but there are many ways that businesses can use to gain a deeper understanding of their customers' feelings and preferences. Some of the methods to measure customer sentiments are as follows:-

1. Social Media Monitoring

Social media platforms are a great way to measure customer sentiments. Customers often use social media to express their opinions, share experiences, and provide feedback. By monitoring social media platforms like Facebook, Twitter, and Instagram, businesses can gain valuable insights into customer sentiment and identify potential issues.

Social media monitoring tools can be used to analyze customer sentiment based on the language and tone used in posts and comments.

2. Customer Surveys

Customer experience surveys are one of the most effective ways to measure customer sentiment. They allow businesses to ask customers specific questions about their experience, satisfaction levels, and overall sentiment toward a brand or product. Surveys can be conducted in various ways, including online, over the phone, or in person.

3. Customer Loyalty

Measuring customer loyalty can provide insights into customer sentiment. Loyal customers are more likely to recommend a product or service to others and are less likely to switch to competitors. Businesses can measure customer loyalty by calculating repeat purchase rates, customer lifetime value, and customer retention rates.

4. Online Reviews

Online reviews are another important source of customer sentiment data. Customers often use online reviews to express their opinions about products and services. By monitoring online reviews, businesses can gain insights into customer sentiment and identify potential issues.

5. Customer Support Interactions

Analyzing Customer support interactions can also help to measure customer sentiments. By analyzing customer support interactions, businesses can gain a deeper understanding of the issues that customers are experiencing and can understand customer concerns.

6. Customer Churn Rate

Measuring customer churn rate can provide insights into customer sentiment. High churn rates may indicate that customers are dissatisfied with a product or service and are switching to competitors.

7. Net Promoter Score (NPS)

Net Promoter Score (NPS) is another top way to measure customer sentiment. NPS measures how likely customers are to recommend a brand, product, or service to others. NPS surveys ask customers to rate their likelihood of recommending a brand, product, or service on a scale of 0-10. Customers who rate a brand or product with a score of 9-10 are considered promoters, while those who rate it with a score of 0-6 are considered detractors. Customers who rate it with a score of 7-8 are considered passive.

By calculating the percentage of promoters and detractors, businesses can determine their NPS score. A higher NPS score indicates higher customer satisfaction and loyalty, while a lower NPS score indicates potential issues that need to be addressed.


In today's highly competitive market, understanding customer sentiment is essential for businesses to improve customer satisfaction, increase loyalty and enhance brand perception.

Businesses that prioritize customer sentiment and invest in the tools and techniques to measure it will succeed in today's competitive world.

If you are looking to measure and optimize personalized customer experiences, then Dropthought can certainly help!

Dropthought is a user-friendly, omnichannel, and real-time customer experience management platform. We empower companies in different verticals to create delightful experiences for customers across their journey. Get the detailed analysis and insights from data to exactly know what your customers think and what actions you need to take to delight them.

With a dedicated customer success team, we would ensure that you are optimizing your Customer Experience programs and strategies to create great experiences!

Learn more by simply clicking here.