Monitoring and Measuring Customer Sentiment in the Contact Centre

*Updated 24 March 2025*

Customer sentiment has become a key driver of brand perception, loyalty and customer satisfaction. Whether a customer is delighted, frustrated, or confused, their emotions are constantly influencing their decisions — and your reputation. 

Digital transformation has made it possible to monitor and measure these sentiments more accurately than ever before. By tapping into the emotional layer of conversations across various channels, contact centres can identify pain points, predict churn and resolve issues proactively. 

Here’s how your business can start leveraging sentiment technology to its full potential. 

1. Social Media - Your Best Friend and Worst Enemy

Social media is often the first place customers turn to when sharing their experiences — both good and bad. Platforms like X (formerly Twitter), Facebook, and LinkedIn provide an unfiltered look into what people are really saying about your brand. 

75% of consumers say social media has empowered them to interact with brands. 
That interaction might be praise — or public criticism. Either way, it’s crucial to listen and respond quickly. 

Monitoring brand mentions is a start, but it’s only scratching the surface. Tools like Bizvu’s Messaing for example, take it several steps further by letting you: 

• Track relevant keywords and brand-related terms — even when your company isn’t tagged 

• Monitor sentiment scores of posts, comments, and threads 

• Analyse what people are saying about your competitors 

Want to know what your audience really thinks? Use built-in polling tools (like Twitter/X polls or LinkedIn surveys) to get quick feedback on anything from service quality to product features. 

Pro Tip: Use social listening insights to feed back into your CX and product development strategies. It’s free feedback — don’t waste it. 

2. Voice: The Original Sentiment Channel (Still Going Strong)

Despite the rise of digital channels, voice calls remain one of the richest sources of emotional insight. The tone, pace, volume, and language customers use over the phone often reveal more than their words alone. 

That’s why it’s essential to: 

• Train agents to recognise and respond to emotional cues 

• Use call analytics and voice sentiment tools to measure mood and tone 

• Flag high-risk interactions in real time so supervisors can intervene if needed 

AI-powered transcription and natural language processing tools can now analyse voice interactions to identify frustration, confusion, or satisfaction — allowing contact centres to be far more proactive. 

3. The Rise of Emotionally Intelligent Bots

AI will never replace the empathy of a human, but it’s evolving rapidly to become a powerful ally in customer conversations. Tools like BiziBot, an intelligent conversational AI, are learning to detect sentiment through language patterns and emotional markers. 

This has two big advantages: 

• Smarter Routing: If a bot senses rising frustration, it can immediately escalate the interaction to a human agent. 

• Continuous Learning: With each interaction, the AI becomes better at understanding tone, urgency, and intent. 

Imagine a world where your chatbot doesn’t just give answers — it knows when a customer is upset, and acts accordingly. That future is coming fast. 

4. Context Is King: Understand the “Why” Behind the Sentiment

Capturing a customer’s mood is one thing. Understanding why they feel that way is what drives real change. 

Some questions to ask: 

• What interaction triggered this sentiment? 

• Was it a product issue? A delay? Poor communication? 

• Was the customer reaching out via social media, email, or phone — and why that channel? 

Even the channel choice can give you a hint. Angry customers are more likely to call than email. Passive-aggressive ones? They'll likely vent on social. 

This is where customer journey mapping, combined with sentiment analysis, brings real power. You can correlate spikes in negative sentiment with specific stages or events — then fix the root cause. 

5. Move Beyond NPS: Use Surveys with Purpose

Net Promoter Scores (NPS) and CSAT (Customer Satisfaction Surveys) are still valuable, but they only tell part of the story. They provide a snapshot — not the full film. 

Use surveys to dive deeper into: 

• Specific touchpoints (Was your issue resolved? How helpful was the agent?) 

• Emotional experiences (Did you feel heard? Did we meet your expectations?) 

• Open-text responses that AI can analyse for deeper sentiment patterns 

Combining structured data (like scores) with unstructured feedback (like comments or recorded calls) is how businesses get the full picture. 

 

Sentiment as a Strategy 

Customer sentiment analysis isn’t just about fixing what’s broken. It’s about elevating every customer interaction — turning service calls into loyalty moments, and complaints into opportunities for improvement. 

By combining social listening, voice analytics, AI assistance, and contextual understanding, your contact centre becomes not just reactive — but emotionally intelligent. 

 

Ready to get started? 

Discover how Britannic can help you monitor and measure sentiment across every customer interaction. Get in touch today to turn emotional intelligence into your next competitive advantage.