Did you know that over 90% of consumers say how a company responds to feedback directly impacts their loyalty? Understanding and acting on customer sentiment is no longer optional—it is a competitive advantage.

This Short Course was created to help digital marketing professionals systematically manage customer interactions across digital channels while leveraging sentiment analysis to drive data-informed engagement strategies and improve customer relationship outcomes. By completing this course, you will be able to analyze customer sentiment data, uncover actionable insights, and apply structured response procedures within CRM systems—skills that help strengthen relationships, boost satisfaction, and refine your engagement strategies. By the end of this 3-hour long course, you will be able to: Apply standard procedures to respond to customer comments and document interactions in a CRM. Analyze weekly sentiment data to derive key customer insights. This course is unique because it combines customer service best practices with data analytics, empowering you to turn customer feedback into measurable improvements and align engagement tactics with real-time sentiment trends. To be successful in this project, you should have: Basic social media knowledge Familiarity with CRM concepts Understanding of customer service principles Data analysis fundamental