Understanding Sentiment Analysis

Mention Me provides two forms of sentiment analysis:

• Share message sentiment analysis: Analysis of what referrers say to their friends (the sharing message), giving unique insights into what your brand advocates really think. Use this to optimise your referral and wider marketing.
• NPS sentiment analysis: Analysis of what customers think about your brand via Net Promoter Score surveys. Use this to identify pain points and improve customer experience, which drives advocacy.

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Share Message Sentiment Analysis

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Why It Matters

Share Message Analysis gives you real insights shared by your customers when they recommend your brand — insights you cannot get elsewhere. For the first time, you can monitor and analyse how customers speak to their friends and learn what messages resonate. Mention Me’s generative AI-powered sentiment analysis analyses share messages and pulls out key insights, giving you instant feedback on your USPs to improve tone of voice, marketing campaigns, and positioning.

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Setup Requirements

For share message sentiment analysis, you need:

• “Native share message capture” set up as one of your sharing methods
• At least 20 share messages of 5 words or longer

To request native share message capture setup, use this form and the Operations team will be in touch. More information on native share message capture is available.

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Can I See Which Customer Left the Share Message?

Due to PII requirements, this data is anonymised.

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Can We Use Quotes for Social Proof?

As a general rule, this is not possible unless you use your own privacy notice that allows it.

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NPS Sentiment Analysis

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What is NPS?

Net Promoter Score (NPS) is a customer satisfaction metric that measures how likely customers are to recommend a product or service to others. Customers are asked: “How likely are you to recommend [your brand] to a friend?” and score on a scale of 0-10. Based on responses, customers are categorised into:

• Promoters (9 or 10): Highly satisfied customers likely to recommend.
• Passives (7 or 8): Neutral customers.
• Detractors (6 or below): Dissatisfied customers.

The NPS score is calculated by subtracting the percentage of detractors from the percentage of promoters.

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Why NPS Sentiment Analysis Matters

NPS helps you understand what customers think about your brand so you can take action to address pain points and improve the customer experience. Mention Me’s generative AI-powered sentiment analysis summarises customer comments into themes with areas to explore, so you can start improving the customer experience straight away.

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Using the Dashboard to Drive Action

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Setting Up NPS Sentiment Analysis

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Estimating Time Until AI Insights Are Available

When setting up an NPS survey, you need to balance populating your dashboard quickly against the impact on your referral scheme. 20 responses of at least three words are required to produce AI insights. The platform estimates this timeline based on:

• Predicted monthly returning customers
• The percentage split selected during survey setup
• Historical response rate data from other merchants

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Impact on Referrals

Customers who see a survey before a referral offer are slightly less likely to refer (about 80% of typical conversion rate). During setup, you can set the NPS threshold for seeing a referral offer to either 7 or above or 9 or above. The recommendation is 7 or above to maximise the number of customers who see referral. Customers who leave a low NPS score are generally not shown a referral offer, as seeing one after leaving a low score can make the customer feel unheard.