Multilingual Sentiment Analysis For Customer Insights

Multilingual Sentiment Analysis For Customer Insights

Table of Content ● Why we need multilingual sentiment analysis ● Language And The Challenge Of Translation ● How does Repustate perform Sentiment Analysis in 23 Languages? ● What is Voice of the Customer?

Overview Automation is key to operational and economic efficiency. But when machine translation does not pick up on cultural subtleties, contextual references, and colloquialisms expressed in comments and reviews, we have to ask if it really serves its purpose. Employing a solution that uses translations in its algorithm gives inaccurate results precisely for this reason - it cannot discover the nuances of the language it’s translating. This article takes a look at the importance of a multilingual sentiment analysis solution that analyses the Voice of the Customer (VoC) in the native language, without having to resort to translations.

Why we need multilingual sentiment analysis English is the global language of business, but it is not the native language of a majority of the world’s customers. In fact, only 13% of the world speaks English. What about the other 87% of consumers? Businesses value the feedback of all their customers so that they can cater to all of them regardless of their geography and language. After all, the main goal of businesses is to acquire new customers, and keep the ones they already have. Companies thus need to understand the feelings and opinions of their customers, even if they express them in their native language. Although great in theory, this is difficult for most marketers since the manual analysis of each comment and review is not only time-consuming but also a very expensive task in the long run. It is not a sustainable model.

Language And The Challenge Of Translation Translation is the process of transferring words or text from one language into another. Sounds simple right? Wrong. Due to the complexities of language in general, and the specific differences between various languages, translation is rarely a word-for-word transfer from say English to Italian, or vice versa. Translations must deal with contrasts between basic linguistic building blocks such as grammar, syntax, semantics, lexicons, morphology, and even tonality in the case of languages like Mandarin, Thai and Punjabi. Add in all the various literary devices that people use such as idioms, sarcasm and slang, and it’s easy to see that trying to accurately capture the intended meaning of a text through translation can be a daunting task.

How does Repustate perform Sentiment Analysis in 23 Languages?

What is Voice of the Customer?

Voice of the customer, or VoC is the practice of analyzing customer feedback to improve your product, solution, or service. VoC is typically gauged by utilizing customer survey tools and feedback systems. Most companies understand the importance of customer feedback analysis and how it can supercharge your customer experience efforts, but a lot of organizations are relying on archaic methods to extract the data they need to better understand what their customers are trying to say. Marketing departments, PR agencies, and even some automated social media listening tools, often use automated, machine translators like Google and Amazon to change foreign language text into English to conduct sentiment analysis on the text. One major disadvantage of machine translation is its inability to pick up on cultural nuances, contextual content clues, and local slang. This results in content that can feel mechanical, stilted and full of errors

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