Understand sentiment analysis

Sentiment analysis is the process of understanding a customer’s attitude during an interaction based on the language used during an interaction. Sentiment analysis is performed on the transcript generated from the interaction. The knowledge collected as a result of gauging the customer’s sentiment provides valuable data about customer experiences, product and service reputation, and agent’s competency

Sentiment analysis classifies each customer phrase as a positive, negative, or neutral attitude based on the language used throughout the interaction. A sentiment score is assigned to a phrase based on the magnitude of positivity or negativity detected within that phrase. A sentiment marker representing the positive or negative phrase is placed in the interaction overview waveform and in the transcript. Subsequently, all of the positive and negative sentiment values are used to calculate an overall sentiment score and an overall sentiment trend for the interaction.

With this information, users assess a customer’s feelings towards your products, brands, and services. For example, you can use sentiment analysis results to search for a list of interactions with a high negative sentiment score to identify frustrated customer experiences, determine the root cause of the customer’s frustration, provide them with the solution they need, and ultimately improve the customer’s experience and agent performance.

Sentiment analysis information is made available in APIs as well as in the Interaction Detail View. 


  • There may be a short delay between the time you view an interaction transcript to the time sentiment markers appear in the transcript.
  • The quality of audio interaction transcriptions may affect sentiment analysis. Low quality interactions may lead to missing or mislabeled positive or negative markers. For this reason, and in order to confirm the sentiment, it is important to listen to interactions that include numerous negative sentiments.
  • To run sentiment analysis for digital interactions (email, chat, message), you must set an Expected Dialect (language) in the Speech and text analytics settings page. For more information, see the Select one or more dialects for digital interactions section in Speech and text analytics settings
  • Currently, transcription and event panel sentiment markers are available only for voice interactions. 

Key features:

  • Sentiment markers – Markers are placed throughout the interaction overview and its corresponding transcript. The sentiment markers are located in the interaction overview waveform at the exact time the phrase began and in the transcript at the beginning of the phrase. Every phrase associated with a sentiment analysis marker is tagged with a positive or negative sentiment number. The magnitude of the number indicates the strength of the detected positive or negative sentiment. The positive marker indicates a positive sentiment and the negative marker indicates a negative sentiment. To view details about a specific sentiment marker for a specific phrase, hover over the sentiment marker in the waveform at the top of the screen or in the transcript. A tooltip with the sentiment score and phrase appears in both locations.
  • Overall customer sentiment – Represents the customer’s overall sentiment from -100 to +100. This score weighs all positive and negative markers at the end of the interaction to provide an indication of how the customer experienced their interaction with the contact center. This can indicate if the customer was left satisfied or dissatisfied at the end of their interaction.
  • Sentiment trend – The sentiment trend is determined by comparing the sentiment in the first half or more of the interaction to the sentiment in the last few phrases of the interaction. For this reason, the sentiment trend may be updated when additional follow ups occur within the same interaction. There is a minimum number of customer phrases required for the sentiment trend to be calculated, usually around 6 or more customer phrases are required.
  • Events panel – Contains two lists (positive and negative) of all the detected sentiment analysis markers together with their corresponding phrase. From the Events panel (located on the right side of the Transcript tab), you can filter the lists to only display positive markers, negative markers, or a combination of both. In addition, from the Events panel you can hover over the sentiment analysis marker and phrase to view a tooltip with the sentiment score and phrase.

Note: Sentiment markers, the overall interaction sentiment, and the interaction sentiment trend are updated when new segments of the same interaction are retrieved by the system

For more information, see Work with sentiment analysis.

In the image below you can see the sentiment analysis markers in the transcript, Events panel, and in the interaction overview waveform above the transcript.

Click the image to enlarge.