Abstract
The recent increase in user interaction with social media has completely changed the way customers communicate their opinions, questions, and concerns to brands. For this reason, many companies have established on the top of their agendas the necessity of analyzing the high amounts of user-generated content data in social networks. These analyses are helping brands to understand their customers’ experiences as well as for maintaining a competitive advantage in the sector. Due to this fact, this study aims to analyze and characterize the public opinions from the messages posted by Twitter users while addressing customer services. For this purpose, this study carried out a content analysis of a customer service platform. We extracted the general users’ viewpoints and sentiments of each of the discussed topics by using a wide range of techniques, such as topic modeling, document clustering, and opinion mining algorithms. For training these systems and drawing conclusions, a dataset containing tweets from the English-speaking customers addressing the @Uber_Support platform during the year 2020 has been used.
Highlights
During the last decade, social media has constantly been growing, and it has completely changed the way people communicate and interact with the rest of the world [1].This impact has directly affected customer engagement
This decrement occurred with high probability due to the restrictions and confinements suffered during those months throughout the world population due to the pandemic caused by Coronavirus disease (COVID-19)
This work has focused on analyzing the messages posted by users to a customer service platform based on the social network Twitter
Summary
Social media has constantly been growing, and it has completely changed the way people communicate and interact with the rest of the world [1] This impact has directly affected customer engagement. Some of the most important companies have decided to modify their customer service model based on phone calls and paper forms to be adapted to this new way of communicating. This led companies to create official accounts on the most popular social media networks in order to help customers with their concerns, questions, and opinions. Companies need to analyze their competitors to obtain a competitive advantage [2]
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