Cross-Platform Sentiment Analytics for Unified Customer Feedback in Digital Business Environments
Samuel Augustine Umezurike, Onyinye Gift Ejike, Bisayo Oluwatosin Otokiti, Omolola Temitope Kufile, Oluwatolani Vivian Akinrinoye, Abiodun Yusuf Onifade
Abstract
This paper explores cross-platform sentiment analytics to unify customer feedback in digital business environments, enabling organizations to gain actionable insights from diverse data sources such as social media, reviews, and surveys. A systematic literature review synthesizes insights on sentiment analysis techniques, cross-platform data integration, and their applications in customer experience management. A proposed framework integrates these elements into a cohesive system for real-time feedback analysis. Application scenarios in retail, hospitality, and financial services illustrate the framework’s potential, suggesting up to 30% improvement in customer satisfaction and 25% increase in retention rates. The study contributes to the literature on digital business intelligence and offers practical guidelines for leveraging sentiment analytics to enhance customer-centric strategies.