Having a business system that gives actionable insights is important, allowing staff to be able to take information and turn it into useful knowledge relevant to their goals and mission within the business. This mission often involves interacting with customers. In an era of self-service, it’s not all the time the interactions are outbound, and customer interactions can come through via portals, landing pages, surveys and completing feedback forms in any length of time that is not guaranteed. The interactions can result in a, broadly categorised, positive, negative or indifferent experience for the customer. Given not everything is always going so positively with customers, wouldn’t it be amazing to know the general sentiment a customer has from the currently related interactions? This way, users can be alerted if a customer’s average sentiment changes to negative, or before you contact a customer you know if a recent interaction has made them less than impressed, giving you the opportunity to change their impression for the better.