What Is Contact Center Sentiment Analysis for Businesses?

Jayadeep Subhashis

April 1, 20248 min read

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As customer service leaders continue to emphasize the importance of customer experience, it has become clear that contact centers must prioritize empathetic engagement and attentiveness to customer emotions that go beyond scripted responses and superficial apologies.  

With the advent of contact center sentiment analysis, the era of deciphering cryptic messages and navigating emotional minefields during support calls is over. This sophisticated tool goes beyond guesswork, leveraging linguistic models to decode customer emotions precisely. As a result, your support teams can anticipate customer needs and cultivate genuine connections by analyzing subtle tones, cadence and language nuances.  

If you're curious about how it works, this article delves into the definition of contact center sentiment analysis, exploring its core capabilities and tangible benefits ending with an actionable roadmap for deployment.  

Table of Contents

What is contact center sentiment analysis?

Contact center sentiment analysis systematically analyzes customer interactions across contact center channels such as phone calls, emails, live chat and social media platforms to identify and evaluate customers' emotional tone, attitudes and opinions. 

Using advanced natural language processing (NLP) and machine learning techniques, contact center sentiment analysis algorithms classify customer sentiments as positive, negative or neutral based on the language used, tone of voice and context of the communication.

By automatically analyzing sentiment, you gain valuable insights into customer satisfaction levels, identify recurring issues or pain points and uncover opportunities for improvement in products, services and customer support processes.

When sentiment analysis correlates with metrics like a net promoter score (NPS) and customer experience score (CES), you gain a comprehensive overview of customer satisfaction.

Types of contact center sentiment analysis methods 

  • Lexicon-based approach: Lexicon-based sentiment analysis uses annotated sentiment scores from dictionaries to determine whether a text is positive, negative or neutral. While computationally efficient, these methods struggle with context-dependent sentiment, sarcasm or irony.  

  • Aspect-based sentiment analysis: Aspect-based sentiment analysis identifies specific positive or negative features of a product or service mentioned by customers. It helps you understand what customers appreciate and what can be improved. For example, if customers say, "It’s difficult to discover products inside your app," it means the UI of your app needs improvement.”

    Aspect-based Sentiment Analysis with Sprinklr Service

  • Machine learning approach: Machine learning is a powerful way to predict human sentiments in customer conversations by training itself on large data sets. Deep learning algorithms like recurrent neural networks (RNNs) and convolutional neural networks (CNNs) are skilled at understanding complex patterns in text data. However, it requires significant computational resources and training data.  

  • Hybrid approach: You get the best of both worlds with this approach. This hybrid approach combines the lexicon-based method's strengths and cost-effectiveness and the machine-based sentiment analysis's sophistication. It is especially effective for social media sentiment analysis, where language features and terminologies continually evolve.   

  • Transfer learning method: Transfer learning is an advanced version of machine-learning-based sentiment analysis where the knowledge from a different training dataset (such as for general text classification) is replicated or transferred to a sentiment analysis model. This helps to reduce the need for multiple, large training data sets and supports faster analysis and better accuracy.  

  • Multimodal sentiment analysis: Multimodal sentiment analysis combines information from multiple sources, like text, audio, video and images, to provide a comprehensive sentiment analysis. By analyzing data from different modalities, it can capture more contextual information and provide more accurate results, especially when customer reviews contain multimedia content. 

  • Emotion-based sentiment analysis: Emotion-based sentiment analysis identifies specific emotions beyond positive/negative classification, such as joy, anger, sadness or surprise. This approach provides deeper insights into customer sentiments and helps in understanding the drivers of customer behavior. By analyzing emotions, you can provide better services and market products more effectively.

How Understanding the Science of Emotions Can Make You Better at Customer Experience

Benefits of contact center sentiment analysis 

Previously, measuring sentiment relied solely on call recordings, making manual analysis of all calls practically impossible. However, with the advent of contact center sentiment analysis tools, contact center managers can now assess customer emotions and sentiments across every call.  

In addition, there are more benefits:  

1. Gain a more comprehensive picture of customer satisfaction 

Traditional customer surveys are often intrusive, leading to customer survey fatigue and low response rates. This skews the data towards a subset of highly motivated or dissatisfied customers, making it less representative of the overall customer base. In contrast, contact center sentiment analysis is subtle and automated and complements surveys by capturing real-time emotional insights.  

2. Enhance customer engagement and retention   

Analyzing sentiments in real-time empowers contact center agents to adeptly adjust their communication strategies, particularly during moments of conflict. When negative customer sentiment is detected, contact center agents can swiftly pivot their approach, infusing their interactions with heightened empathy with customers.  

Agents can monitor sentiment in real time and seamlessly redirect discussions when neutral/negative emotions are detected as the conversation evolves. This ensures a consistently empathetic and responsive interaction.   

Curious to learn more? Here’s your detailed guide on customer engagement. 

3. Drive customer service efficiency and improve agent productivity   

Contact center sentiment analysis eliminates the guesswork in understanding customer emotions, allowing for precise identification of their feelings. Additionally, customers are spared from lengthy hold times and frustrating transfers by automatically routing calls to the most suitable agents.  

4. Boost customer service quality monitoring and training 

Contact center sentiment analysis helps monitor and assess the quality of contact center interactions. It identifies areas where agents excel or need improvement. The feedback derived from sentiment analysis can be used to build targeted, impactful training programs. 

5. Drive product and service improvement 

By unraveling the subtle nuances embedded in customers’ feedback, contact center sentiment analysis empowers you to pinpoint challenges encountered by customers within the context and content of their interactions. Contact center managers can then identify product or service issues highlighted through sentiment analysis. They can share the findings with the relevant teams for introspection and swift resolution. 

How to implement sentiment analysis in contact centers 

Alright, you've picked an approach, and now you're ready to implement sentiment analysis in your contact center. Here is a step-by-step guide. 

Step 1. Define your objectives 

Begin by clearly defining your objectives for contact center sentiment analysis. Determine what specific insights you aim to gain, such as identifying customer pain points, improving agent performance or measuring the effectiveness of advertising campaigns

Step 2. Choose a sentiment analysis tool or service 

Building an internal sentiment analysis tool is complex. It requires expertise in natural language processing (NLP), machine learning and data annotation, as well as robust algorithms that perform well across different languages and channels. Additionally, it's a time and cost-intensive endeavor. 

Given these challenges, you should opt to leverage third-party sentiment analysis solutions that offer pre-trained models, scalable infrastructure and ongoing support, enabling you to quickly implement sentiment analysis capabilities across various customer service channels with minimal upfront investment and development effort.  

Tip: Sign up for a 30-Day Free Trial of Sprinklr Service and start analyzing customer sentiments today!

Sentiment analysis with Sprinklr Service

Step 3. Collect, integrate and clean data  

Gather relevant data from customer interactions, including information from emails, chat transcripts, call recordings and social media mentions. Integrate this data into your contact center software with sentiment analysis capabilities. Ensure that your data is clean, organized and properly formatted to facilitate accurate sentiment analysis.  

Step 4. Training data models 

Train your sentiment analysis models using labeled data sets to accurately classify customer sentiments as positive, negative or neutral. Continuously refine and update your models to improve accuracy and adapt to evolving customer sentiments and language patterns. 

Step 5. Integrate with customer relationship management (CRM) system 

Integrate sentiment analysis results with your contact center CRM system to enhance the customer journey. This allows agents to access real-time customer sentiment information during interactions, providing valuable insights into customer preferences and concerns at every customer touchpoint. This integrated approach helps create a more personalized experience and improve customer satisfaction. 

Step 6. Build a feedback loop for continuous improvement 

Implement a feedback loop to improve the accuracy of your sentiment analysis model continuously. Regularly review and analyze the results, collect feedback from agents and retrain the model based on new data. This iterative process ensures that the sentiment analysis system remains effective over time. 

How can contact center sentiment analysis be used by businesses?

As businesses outdo themselves to maximize customer satisfaction, build loyalty and compete for differentiation, implementing sentiment analysis within contact centers can be a game-changer. Consider the use cases below. 

Improving customer service
Sentiment analysis tools detect customer satisfaction based on the emotions and intent in every conversation and interaction. This translates into real-time measurement of CSAT. You can also track CSAT trends for your brand and take necessary actions to boost it.

Real-time sentiment and CSAT trend analysis

Enhancing agent performance
Sentiment analysis complements contact center performance management by identifying top-performing agents and areas for improvement. By analyzing the language, greeting and script adherence of your agents, you can identify areas where they excel and where they may need additional training.  

Good to know: It is now possible to evaluate daily conversations using AI-powered quality management software. You can score your daily conversations based on over 30 quality and compliance-related parameters, including opening/closing quality, introduction, active listening, empathy and more.


Personalizing customer interactions
Sentiment analysis helps agents to understand the emotions and intent of the customer throughout the conversation. This enables them to tailor the interaction based on the customers’ individual preferences and emotional states.  

For example, when a customer calls complaining about slow internet speeds, sentiment analysis detects frustration in the customer's tone. Based on this analysis, the agent receives a real-time prompt suggesting personalized solutions, such as offering an upgraded internet package discount or providing troubleshooting tips customized to the customer's technical knowledge level. 

Optimizing workforce management
Sentiment analysis helps in the real-time monitoring of customer interactions to identify issues promptly and optimize workforce management. By detecting the customers' intent and the nature of the conversation, you can route calls to suitable agents with the right skills.  

In addition, sentiment analysis also helps identify agents handling successive high-stress conversations so supervisors can schedule breaks for them to avoid burnout. You can also plan staffing levels based on conversation sentiments and volume.

Deep Dive: What Is Contact Center Workforce Optimization? 

An e-commerce company improves CSAT by 15% with sentiment analysis  

Cdiscount, a leading e-commerce company in France, has been catering to over 10 million customers and 13,000 sellers through multiple channels, including 4 million phone calls and 300,000 social media conversations per year. With such a high volume of customer interactions, it was challenging to gauge customer sentiment using traditional methods.   

To tackle this issue, Cdiscount implemented Sprinklr Service, which transcribes customer conversations, extracts insights on key themes and trends and improves customer engagement. With Sprinklr Service, Cdiscount can analyze 100% of all customer calls, generate a CSAT score for every interaction and quickly identify product issues, such as payment bugs.  

Since implementing Sprinklr for customer service, Cdiscount has improved its CSAT by 15% and better understands customer needs and preferences today.  

Measuring contact center sentiment with Sprinklr Service 

In today's landscape, where empathetic engagement and genuine connections are highly valued by customers, contact center sentiment analysis empowers you to navigate the complexities of customer interactions with precision and insight. 

It helps your agents move beyond scripted responses to identify the hidden nuances in customer conversations and deliver superior value.  

Trusted by 7 out of 10 Fortune 500 companies, Sprinklr Service is your go-to AI-based contact center sentiment analysis solution suitable for enterprises of all sizes. Built on the world's only Unified Customer Experience Management Platform (Unified-CXM), Sprinklr Service: 

  • Integrates seamlessly across 30+ digital and traditional channels to identify intent and route customers to the right support 

  • Tracks 100% of conversations to monitor sentiment towards your brand or topic and keep tabs on your brand’s health 

  • Builds a 360-degree view of customer needs by blending public data with email and chat information  

For a customized product walkthrough, schedule a demo with our experts today.


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