Social Media Sentiment Monitoring & Customer Support for a Global Brand
Challenges:
The client lacked real-time visibility into sentiment across multiple platforms. Delayed analysis hindered timely responses to viral issues and public backlash. Without instant insights, maintaining proactive engagement and brand reputation became difficult.
Industry:
Digital Marketing / Customer Experience (CX)
Solutions:
SummitNext implemented a real-time sentiment monitoring framework with 30-minute alert cycles, proactive customer engagement, and integrated analysis to transform social data into actionable insights.
Results:
Achieved faster response times, reduced sentiment analysis delays, and improved CX decision-making across marketing and product teams. Delivered 24% cost savings through integrated monitoring and customer support operations.
About the Client
The client is a global consumer brand with a large online presence and diverse customer base across multiple regions.
As social conversations and digital engagement scaled, the brand sought to better understand customer sentiment, manage reputation risk, and deliver consistent support in real time.
Case Overview
SummitNext was appointed to enhance the client’s social listening and customer engagement capabilities through intelligent sentiment monitoring. The engagement involved setting up a human-led, automation-assisted monitoring structure, real-time alert systems, and actionable weekly reporting. Insights from social conversations were turned into concrete improvements in CX strategy, brand communication, and marketing decisions.
Challenges
Overwhelming volume of real-time social media data across multiple platforms.
Limited automation and delayed analysis led to late or ineffective brand responses.
Sentiment tools failed to capture sarcasm, slang, and cultural nuances, causing inaccurate insights.
Lack of escalation mechanisms for critical or viral issues.
Solution:
SummitNext developed a four-phase sentiment management framework to bridge the gap between social listening and customer action
- Strengthen Frontline Monitoring – Deployed a trained social media response team to detect tonal nuances, sarcasm, and indirect criticism while maintaining human engagement across all major platforms.
- Enable Real-Time Alerts – Introduced a 30-minute alert cadence that flagged sentiment spikes or emerging issues instantly, allowing for faster interventions and maintaining brand trust.
- Analyze & Report – Generated weekly insight reports highlighting sentiment trends, root causes, and competitor benchmarks. Shared data dashboards across CX, marketing, and product teams to guide decisions.
- Drive Customer-Centric Actions – Translated insights into actionable changes such as updated FAQs, tone-adjusted communication, campaign refinements, and product/service improvements based on real-time feedback.
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WHO WE ARE
We at SummitNext Technologies, founded in 2020, are a BPO company with a vision to transform customer support, customer acquisition, data annotation and backend support domains through technology, human expertise, and innovation. We are Head Quartered in Malaysia, with offices in Philippines. India and Uzbekistan. We are sup
ported with Remote teams in more than 28+ countries.
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