> ## Documentation Index > Fetch the complete documentation index at: https://docs.erlin.ai/llms.txt > Use this file to discover all available pages before exploring further. # Customer insights > Customer insights shows what Erlin learned about your customers by analyzing reviews, testimonials, and feedback on your website. Erlin's sentiment analysis agent scrapes your website for reviews, testimonials, case studies, and customer-facing content. It identifies patterns in how customers talk about you: what they praise, what they complain about, what motivates them to buy, and how they describe your products. The results surface overall sentiment, demographics, common praise, complaints, buying motivations, and purchase patterns. ## How Erlin gathers customer insights The first time you open **Brand > Customer Insights**, Erlin checks whether sentiment data exists for your brand. If it does not, an empty state appears with a button to run the analysis. Click the button and Erlin's sentiment analysis agent scrapes your website for reviews, testimonials, case studies, and customer-facing content. It uses an LLM to identify patterns in how customers talk about you: what they praise, what they complain about, what motivates them to buy, and how they describe your products. The analysis runs in the background and results appear once complete. This data is read-only. Erlin generates it from your website content. You cannot edit the results directly. ## Customer Insights tab The **Customer Insights** tab shows three sections: **Overall sentiment and demographics.** Erlin assigns an overall sentiment label (positive, neutral, or negative) with a plain-language description of why. Next to it, a demographics summary describes who your customers are based on the language and context found on your site. **What customers love.** A list of common praises extracted from reviews and testimonials. Each entry has a description of the theme and a quoted customer comment that represents it. **Areas for improvement.** A list of common complaints or friction points. Same format: description of the theme plus a representative customer comment. ## Buying Behavior tab The **Buying Behavior** tab shows what drives your customers to purchase and how they buy: **Buyer's motivation.** What makes customers choose your product. Erlin extracts these from review language, case study outcomes, and testimonial themes. Each motivation has a description and a supporting customer quote. **Purchase patterns.** How customers typically buy: whether they compare first, what triggers a purchase decision, whether they buy for teams or individually. Extracted from the same review and testimonial sources. **Product quality assessment.** What customers say about the quality of your products or services specifically. Pulled from review content that discusses quality, reliability, or performance. ## Where this data comes from Erlin's sentiment analysis agent reads publicly accessible pages on your website: * Review pages and embedded review widgets * Testimonial sections and customer quote blocks * Case study pages * Product pages with customer feedback * Any page with visible customer language If your reviews live on third-party sites only (G2, Capterra, Trustpilot) and are not embedded on your own website, Erlin may not find them. The analysis works best when customer voices are visible on your own domain. ## How Erlin uses customer insights Erlin references customer insights in two places: * **hey erlin**: when you ask strategic or content-related questions, hey erlin includes customer sentiment context in its answers. This helps it give advice grounded in how your customers actually talk about you. * **Content generation**: when Erlin creates articles or product pages, it draws from customer language and motivations to match how your audience speaks. ## Related Your company profile and product information. Your writing style and content guidelines. The AI assistant that uses customer insights in its answers.