By sentiment, people typically understand whether a comment, verbatim, or feedback is positive, negative, strongly positive, or strongly negative. But there are other understandings of it. It’s important to understand because if you build a codebook, it already has some sentiment as part of the code. For instance, the sentiment of a codebook indicates the good quality and bad quality of the code.

So, sentiment is an inherent part of a category definition. It has the power to measure the ROI (Return on Investment) of marketing campaigns and help organizations improve their customer service. It also gives businesses a sneak peek into their customers’ emotions so that they can be aware of the crisis. But you can understand the sentiment differently too. It depends on what kind of sentiment algorithms you use.

Sentiments can also be the tonality of a comment. Do you know what tonality is? You can think of it as the difference between a positive and negative experience. It can also be the difference between a lost customer or a lifelong relationship. You can understand tonality with the help of an example given below:

Suppose an XYZ customer complains about the missing feature in your product with a positive tonality and says:

“Your great product can be improved by using this (xxx) smart feature.”

You see that the customer gave a negative comment but it’s very positive. So, tonality is a type of sentiment that helps customers connect with your brand and encourages them to support your business – only if it is positive.