The power of emotions: Leveraging user generated content for customer experience management

• Customer experience management can benefit from UGC fine-grained emotion analytics. Automated bot behaviours targeting brands are widespread and need to be monitored. Potentially damaging emotional content on brand/product is often posted by bots. Bot Generated Content (BGC) inadvertently used inform decision-making. needs interpreted in the context of user-level UGB based insights. (CEM) social media age finds itself needing adapt a rapidly changing digital environment hence there for innovative data analytical solutions. Drawing an action case study large global automotive manufacturer, this presents innovation enhanced analytics user generated (UGC) behaviour (UGB), improve consumer insights CEM. The captures customer real time, enabling measurement wide range discrete emotions studied platform, which goes beyond traditional tools that capture positive or negative sentiment only. During intervention, substantial number inauthentic like was revealed, unbeknown organisation. These accounts were found posting amplifying highly potentially surrounding brand its products. illustrates how should go typical categorisations, given complexity human emotion, while distinction between authentic users imperative