Emotional Analytics can help a brand win not just over the mind but heart of its customers.
Today brand communication has moved away from brands talking at people, towards the creation of a dialogue with customers, fans and followers.

But now it’s time to go a step further and work on Emotional Analytics.
While Sentiment Analytics simply allocates responses into broad positive, neutral or negative categories, Emotional Analytics tells brands what people are feeling and why. It allows brands to connect with people on a deeper, more personal, level and that’s what makes all the difference.
By using Emotional Analytics a brand can win not just over the mind but heart of its customers. As human insight provided by Emotional Analytics helps a brand turn analytics into action by getting under the skin of the data. It can further help in transforming marketing, customer service and experience to resonate with customers.

If a customer take to Twitter after a bad experience with customer service, and while the post could be defined as negative in a sentiment analysis report, how useful is that “negative” tag to the brand? The post will be lumped in with tons of other “negative” posts, depleted of all context which could make it actionable for the brand.

Without deeper context, the brand can’t solve any problems. It can’t see that certain business practices makes customer frustrated, or that many other customers are experiencing a similar frustration for the same reason.

Brands that don’t know why a customer feels the way they do can’t tailor their products and services to meet specific needs and wants.
Emotional Analytics can help a brand deliver results.

Emotional analytics can help in analysing whether the brand is delivering right results or not. As with help of emotional analytics, brands can see if there’s any disconnect between the emotions that they want the brand to create, and those that real customers are experiencing.
A brand’s marketing team may want to promote the brand as inspirational and exciting, but how can it tell if it’s really delivering on this? Emotional analytics looks at how people are feeling, examines what topics they are having feelings about, and allows marketers the chance to change the narrative.

Three ways brands use emotional analytics

1. Personalisation

A brand can send personalised mails messages to its customers and know their purchase experience and product satisfaction. As is done by Uber as whenever you travel you get a mail to brief you about your last journey and asking you to provide feedback on service as well.

2. Compliance

In most of the cases customer are hesitant in saying what they actually mean or feel. By analysing customer’s emotional responses, brands have a better chance of spotting any hidden meaning behind their messages.
Businesses can track customer emotions in text or voice communication during their internal communications and identify irregularities before they become problems.

3. Improved experience

When eBay launched its pop-up store in late 2016, it wanted to track how people felt when they shopped for Christmas gifts. The answer? Stressed. 88% saw their heart rate jump by 32% during their shopping experience.

Ebay wanted to use this data to take the stress out of shopping, and use the emotional insights to show shoppers what products they had connected with. The ecommerce giant tracked this data using wearables and in-store experiences, but it could gather the same sort of data online using emotional analytics.

Emotional analytics helps turn human emotion into action
From managing a crisis to refining a customer’s retail experience – A brand can immediately take positive action, if it is successful in understanding the emotion that their brand elicits from a customer.