Satmetrix Launches Sentiment Tool

Customer loyalty software firm Satmetrix has launched a tool called SparkScore, which benchmarks brands' social media sentiment using customer satisfaction measure Net Promoter.

Through the new SparkScore web site, users will be able to gather customer loyalty insight on three sectors - airlines, computers and laptops, and hotels and motels - with more industries to be added over time. The site enables brands to see their social Net Promoter Score (the 'SparkScore'), on a weekly basis, and compare it to best, worst and average scores within their industry.

SparkScore uses a sentiment engine developed by social media monitoring firm Metavana, to collect data from web sources with high levels of expressed sentiment. Information on a pre-defined topic is then collected by a crawler, and resulting data is analyzed by a classification engine and then a separate sentiment engine.

Finally, a proprietary algorithm calculates the SparkScore, with each comment classified as a detractor, passive, or promoter, and with the collective ratings used to calculate the overall SparkScore for the brand on a scale of -100 to 100.

Satmetrix says that by using the new service alongside its software suite, clients will be able to connect customer sentiment from both solicited surveys and unsolicited social media comments.

CEO Richard Owen (pictured) comments: 'With SparkScore, our customers now have a 360 degree view of the customer experience that classifies social media comments not just as positive or negative, but as detractor, passive or promoter, and empowers them with actionable insights to mobilize promoters, recover detractors and drive business results.'

Web site: www.satmetrix.com .