“When dealing with people, remember you are not dealing with creatures of logic, but creatures of emotion” – Dale Carnegie.

Emotion plays a critical role in our daily lives. Be it in shaping our relationships or day-to-day brand choices, we look for a connect at some level. And companies that tap into this emotion and get it right are usually the ones customers flock to. They are also the ones to turn customers into loyal, lifelong evangelists.

To ace customer loyalty, however, any brand requires a deep understanding of customer sentiment. How do you make your customers feel at every interaction? Are they happy, sad, ecstatic or frustrated? And do you have the right means to decode this emotion?

The common drawbacks with most systems designed to unravel customer sentiment are that the process can be time-consuming, leading to inaccurate outcomes. Also, given the level of subjectivity involved, the technology associated with decoding emotion has to be continuously adaptable and dynamic.