Traditional methods like star ratings and net promoter 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.