The Role of the Prosumer in Social Networks and the Sentiment Analysis for the Customer Experience Management

The renewed economic and social context allows the consumer to play a starring role becoming, from a mere consumer of information, the one who creates and disseminates opinions about products, services and brands. The market is influenced by the experience of customers’ groups shared through different communication channels on the Web 2.0 (such as Facebook, Twitter, Forum, Blog, etc…). The company needs to develop technologies able to capture the opinion of customers, in order to correctly and positively interpret and influence them. Within this evolving scenario, the Sentiment Analysis can support the Management in order to capture relevant information from the Web, rework and interpret the Customer Experience to increase and strengthen the loyalty of customers. The aim of this paper is to explore how these approaches work together and enhance the role of Prosumer.