What is Sentiment Analysis?

Sentiment analysis uses natural-language AI to detect the emotional tone of an interaction — positive, neutral or negative — and how it shifts over the course of a call or chat.

In contact centres, sentiment helps prioritise which interactions to review (e.g. negative-sentiment calls), spot escalation risk, and understand the emotional drivers behind CSAT.

Combined with QA scoring, sentiment adds context: it shows not just whether process was followed, but how the customer felt while it happened.