What is customer sentiment?

Customer sentiment is the overall attitude — positive, negative, or neutral — that customers express toward a product or brand in reviews, support tickets, surveys, and social posts. Sentiment analysis is the technique (increasingly AI-driven) that quantifies it at scale.

Tracked over time, sentiment is an early-warning system: a slide in review sentiment usually precedes a rise in churn rate. Compared across competitors, it shows whose customers are happiest — and whose are ready to be won over.