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Sentiment analysis allows the discovery of satisfaction or frustration amongst your customer messages and survey responses. In this post, we learn about how sentiment analysis works, and where best to apply sentiment analysis to your contact centre.
One specific use of natural language processing (NLP) that has found a home in customer service is “sentiment analysis”. Sentiment analysis (sometimes called opinion mining or emotion AI) is the identification, extraction, and quantification of the positivity or negativity of a piece of text with statistical techniques such as machine learning.
In customer service settings, sentiment analysis is very widely applied to feedback received from customers in customer contact centres, often from post-contact surveys or submitted product reviews.
Sentiment analysis is particularly attractive because it changes unstructured, messy data in customer conversations and reviews into structured, reportable, and actionable data that can be used to inform decision making internally, quantify issue severity, and to improve the customer experience.
Analysis of text content in this way helps companies to understand what is driving frustration or satisfaction in their customers. When the drivers of particular customer emotions are known, specific steps can be taken to improve the customer experience, which translates directly to improved customer loyalty, and ultimately, increases in revenue.
Sentiment analysis is particularly attractive because it changes unstructured, messy data in customer conversations and reviews into structured, reportable, and actionable data
The most basic sentiment analysis techniques, are “word list” techniques, which use lists of positive and negative words (e.g. bad = negative, happy = positive) and score content simply by counting the number of occurrences of each. Word list approaches provide a baseline score, but they are brittle. For example, the phrase “I’m really not happy or satisfied about your new sale prices” technically has more positive words than negative.
Newer, more advanced approaches will parse sentences using NLP techniques to unravel sentence structure and machine-learning models to cater for slang or sarcasm. The best systems can detect tone in voice conversations, take word order into account, and can decompose sentences into different entities driving sentiment polarity. The most accurate results for sentiment scoring are achieved by training custom models for your own customer conversations and vocabulary using a manually created training data set, but this process can be typically labour intensive and expensive.
There are a wide range of sentiment analysis APIs and machine learning models that can be downloaded or accessed online, examples including large cloud providers such as Amazon Comprehend, Google Cloud Natural Language, and Azure Text Analytics, as well as do-it-yourself approaches with Python Flair, NLTK, and HuggingFace Models.
Unfortunately, many off-the-shelf sentiment analysis models that are available online or through programming frameworks are not fine-tuned for the customer service use case.
Many models are trained on movie and product reviews that can be found online with associated scores, enabling an easier training cycle. At EdgeTier, we’ve found the best results for sentiment and emotion detection for customer service can only be obtained by training custom models through manually labelled data. While laborious, the accuracy of the resulting model is vastly superior.
Beyond a sentiment score alone (typically “positive” or “negative”), an extension of sentiment analysis is “emotion detection”, which breaks down text content into the underlying emotion of the speaker(s). At EdgeTier, we have developed customer-service-specific models for “frustration”, “delight”, and “gratitude”, which are useful emotions for agent review and product feedback. Models can technically be built for any emotion that can be labelled or determined from text content.
If you have access to an accurate sentiment analysis tool, it can be applied on different sources of data from your customer service center:
When you have a sentiment analysis system up and running, what should you expect the impact to be for the customer contact centre?
We earned a spot on Deloitte's Technology Fast 50 Awards -- again!
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