1. A system, comprising: a memory operable to store interaction data associated with an interaction between a customer and an associate of an entity; and a processor communicatively coupled to the memory and operable to: determine, from the interaction data, one or more keywords in the interaction between the customer and the associate; determine, from the interaction data, an order of the one or more keywords; determine, from the interaction data, a grouping of the one or more keywords; and determine, based on the determined keywords, order, and grouping, a perception of the entity by the customer, the determination of the perception of the entity occurring in real-time after the interaction between the customer and the associate.