IDC Perspective: Creating Customer Trust with Sentiment Measurement — Achieving CX Success Using Data and Artificial Intelligence

IDC Perspective: Creating Customer Trust with Sentiment Measurement — Achieving CX Success Using Data and Artificial Intelligence

This IDC Perspective looks at the future of customer experience from a specific lens of technology —customer sentiment measurement. It is essential for brands to know the level of customer satisfaction (CX) by measuring it through technologies such as Voice of the Customer, surveys, and unstructured data collected through artificial intelligence. Measuring sentiment through Net Promoter Score (NPS), CX, and customer lifetime value provides a continuous benchmark, which is a significant part of assessing overall customer experience. "Sustaining CX success in the market requires brands to go deeper in their understanding of customers," says David Wallace, research director, customer intelligence and analytics, IDC. "Sentiment measurement that leverages unstructured data and AI provides a more complete perspective than surveys alone, providing brands with more agility to correct negative experiences in the moment and continually reinforce positive experiences to increase trust and loyalty," he adds.

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