You have placed a new product or service, made sure to promote it well, but it just doesn't make the cut? Don't think that customers won't tell you about it on your social media page! Unfortunately, finding out what went wrong (or what you actually did right) from thousands of comments does not make for an easy task. It is tedious, expensive and ain't nobody got time for that! We have recently started a new project called CATACX (Cog-Affective social media Text Analytics for Customer eXperience analysis) aiming to improve customer experience through state-of-the-art text analytics, going beyond shallow sentiment analysis and finding out what customers really think about your product or service.