What is a sentiment score?

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Traditional methods like star ratings and net promoter armenia b2b leads scores (NPS) are familiar ways we quantify customer satisfaction. But this is just the tip of the iceberg when it comes to customer sentiment.

Advanced technologies like sentiment analysis help you go beyond numerical metrics by analyzing qualitative data such as social media comments, survey responses and reviews. This approach to calculating a sentiment score gives you a more nuanced understanding of customer opinion and a north star for improving your offerings and brand strategies.

Read on to explore what a sentiment score is, the advancements in calculating sentiment scores and how we do it at Sprout.

A sentiment score quantifies the sentiment or emotion expressed in qualitative data such as customer feedback or social media listening. It is calculated through the process of sentiment analysis and measured within the range of -1 to 1. Negative one being the highest negative sentiment, 0 indicating neutral sentiment and +1 denoting the highest positive sentiment.

Callout card defining sentiment score. It says, "A sentiment score quantifies the sentiment or emotion expressed in qualitative data such as customer feedback or social media listening. "
Sentiment scores inform you if the market opinion of your brand is positive, negative or neutral. Further analysis of the data gives you an in-depth look into how you can improve different aspects of your business like customer service, marketing content, products and after-sales service to ensure you’re nurturing brand loyalty and business growth.