Insights : Customer Voice Decoded
When Ratings Lie: What Customer Sentiment Really Tells Us
We analyzed real customer comments and purchase behavior to map emotion vs. spend—revealing the true drivers of loyalty, churn, and growth.
The Hidden Story Behind the Stars
Businesses often celebrate high ratings — Star ratings such as, 4s and 5s feel like a success.
But beneath those stars lies the real customer voice — words that express emotions ratings alone can’t capture.
At Angtrisha Consulting, we decided to go beyond the surface. Using AI-powered sentiment analysis, we studied how purchase behavior and emotion align — and sometimes, how they don’t.
The goal: to reveal what customers truly feel, not just what they score.
Turning Words into Data: The Sentiment Engine
Every customer comment tells a story — some cheerful, some critical, some mixed.
To decode these, we used an AI-powered sentiment analysis model that assigned each comment a positive, negative, and compound score.
This helped us translate emotions into measurable data points — the foundation for identifying patterns of satisfaction, loyalty, and churn.
Analysis powered by Orange Machine Learning’s Text Mining & Sentiment modules.
From Words to Patterns: Understanding What Drives Customer Behavior
Our sentiment analysis revealed diverse emotions across customer comments — but to make sense of these emotions, we needed patterns.
Using K-Means clustering, we grouped customers into three sentiment-based clusters, each revealing a distinct behavior pattern:
C1 – Satisfied & Loyal: Positive emotions, repeat purchases, and high trust.
C2 – Neutral / Transactional: Balanced tone, moderate purchase frequency, price-sensitive behavior.
C3 – Dissatisfied & At-Risk: Negative tone, lower purchase amounts, higher churn risk.
This segmentation allowed us to move beyond individual opinions — helping businesses target retention, engagement, and loyalty strategies with precision.
When emotions meet analytics, strategy becomes human again.
The Voice Behind the Data: What Customers Really Said
Numbers tell one part of the story — but words reveal the truth.
When we separated positive and negative sentiment comments, two very different voices emerged.
Positive emotions spoke of helpfulness, responsiveness, and outstanding experience — showing trust and satisfaction.
Negative emotions revealed delays, poor quality, and frustration with service — warning signs of potential churn.
By visualizing these emotions through Word Clouds, we could see exactly which themes drive loyalty and which cause loss.
The language of your customers is the blueprint of your brand experience.
From Insight to Action: Turning Emotions into Strategy
Understanding customer sentiment is only the beginning — acting on it is where businesses grow.
By connecting emotional tone with spend and loyalty patterns, we can identify:
Who’s at risk of churn,
Who’s ready for upselling, and
Where service or product improvements create the highest impact.
At Angtrisha Consulting, we transform diagnostic findings into actionable strategies — linking voice, data, and performance into a single feedback loop.
When emotion meets evidence, leaders gain clarity. And clarity leads to growth.
Your Business Has a Voice. Let’s Decode It.
Behind every number is a story — behind every story is a strategy waiting to be discovered. At Angtrisha Consulting, we use diagnostics like AI-nosis to transform data and customer emotion into measurable business clarity. Whether it’s improving retention, refining experience, or building your next growth plan — it starts with one simple step: listening to your business.
