3 Ways to Measure Customer Emotion in the Contact Centre


Jessica Smith, Director / Head of CCaaS Product Marketing, 8×8, explains three ways contact centres can measure customer emotion.

How to Measure Customer Emotion in the Contact Centre

Jessica Smith, Director / Head of CCaaS Product Marketing, 8x8
Jessica Smith

Measuring customer emotion in the contact centre is going to involve employing a combination of quantitative and qualitative methods to really gauge customer sentiment. You can break this down into three key categories.

That’s collecting customer feedback, AI-powered insights, and powerful reporting.

While these are really intertwined, they can also stand on their own for the purposes of talking about how to measure customer sentiment. Let’s talk about each of them individually.

1. Collecting Customer Feedback

So as far as collecting customer feedback, and doing some of that analysis, as well as surveys, you want to thoroughly review and analyse customer feedback in terms of comments and reviews.

And you want to do this across a variety of channels, to really understand emotional tone and maybe even identify areas for improvement.

You also want to make sure that you’re conducting customer surveys. A combination of voice, as well as through digital channels.

Additionally you’ll be able to analyse sentiment within the questionnaire to directly understand their feelings about their experiences, and further get into some of those insights.

2. AI-Powered Insights

When it comes to AI-powered insights, specifically what I’m talking about here is interaction analytics, or possibly known as speech and text analytics.

Being able to implement speech and text analytics to analyse a variety of your interactions, detect emotional cues such as tone and pitch, even intensity to really deeply assess customer sentiment is a really really powerful tool in the contact centre.

Additionally, as you’re analysing some things like written communication, maybe it’s emails, maybe it’s chat transcripts, or social media interactions, you can use that natural language processing to really identify and maybe even categorize some of these emotions.

So as you’re looking at the collective pool of data it can be much more powerful to understand across the board.

Additionally when it comes to AI-powered insights you want to be looking at predictive analytics, so potentially modelling this out with some predictive models to really anticipate potential issues, or emotions, based on historical data.

3. Powerful Reporting

Powerful reporting, I really think it’s important to talk about three different things within powerful reporting.

True Customer Journey Analytics

Having true customer journey analysis, understanding the touchpoints within their journey, and what potentially may be evoking either positive or negative experiences.

For example, if you have an understanding of where there may be friction in terms of their self-service journey, that’s a really great way to pinpoint customer sentiment.

Real-Time Dashboards

Additionally, real-time dashboards, having some type of presentation of real-time analytics that provides instant insights into those interactions, which allows you to have more of an immediate response to address some of those emerging emotional issues.

Again being able to detect tone, or certain phrasing, that may be worth alerting you in real time.

Social Media Monitoring

And then the last bit is social media monitoring. So social media has really become a phenomenal place for us to go to in terms of how customers are actually mentioning a brand, a product, or a service, and using that or different sentiment analysis tools.

I should say to really gauge public sentiment and how your customers are speaking about you collectively, those are really the three key things that you can use to really measure customer sentiment in the contact centre.


The last thing that I would leave you with is, you want to be sure to incorporate benchmarking. Just benchmarking in terms of where do you sit against industry standards.

Benchmark your customer emotion metrics against those industry standards, or even competitors, to really gain a broader perspective on customer sentiment.

So if you combine some of these methods, I really think that as a contact centre, as customer experience, you can really create a comprehensive understanding of customer emotion, allowing for really targeted improvements across the board.

With thanks to Jessica Smith, Director / Head of CCaaS Product Marketing at 8×8, for contributing to this video.

If you are looking for more great insights from the experts, check out these videos next:

Author: Jessica Smith
Reviewed by: Robyn Coppell

Published On: 16th Jan 2024 - Last modified: 17th Jan 2024
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