Here’s the truth about customer sentiment. It’s biased. If I have to take my dog to the vet to spend $700 to figure out what’s wrong with her—do you think I will be in a happy high flying mood when I leave the vet? No probably not. Are you in a jolly mood when you go to buy car insurance? Are you someone who just counts down the days til your six month dental cleaning? Probably not.
These are the industries that need to work twice as hard to earn positive customer reviews. The reason for this is you’re dealing with bias.
Let’s look at some examples starting with the airline industry. American Airlines announced it will offer what it calls “no frills” tickets coming soon. Can you imagine what that looks like? I thought the generic airline experience was already no frills! It turns out out of all the customers complaining about poor service on Twitter, the airline industry takes the cake. In an analysis of tweets in 2014 and through this spring, 47% of posts about five large U.S. airlines were negative, while positive comments accounted for just 20 percent, according to a recent report by Crimson Hexagon, a social media analysis software firm in Boston.