One embodiment of the present invention is directed to a computer-implemented system that analyzes free-form text comments provided by a user (such as a customer of a company) and draws conclusions about the tone of the user's feedback, such as whether the user's feedback is positive, negative, angry, critical, or congratulatory. Such conclusions may be reflected in a single numerical value referred to herein as “emotivity.” A customer's emotivity score may be used for various purposes, such as determining whether the customer is likely to provide a positive testimonial for the company, or whether a follow-up phone call should be made to the customer to improve the company's relationship with the customer. Furthermore, a measurement of the customer's loyalty to the company may be modified based on the user's measured emotivity.