What is Customer Sentiment Analysis?

(And Why it’s a Smart Way to Optimise Supervisor Time)

20th October 2025

by Nicky Hjerpe

In the world of customer service, understanding how people feel is just as important as knowing what they say. That’s where customer sentiment analysis comes in – a powerful tool that helps contact centres decode the emotional tone behind customer interactions.

What is customer sentiment analysis?

Let’s start with the sentiment analysis meaning. It uses AI and natural language processing to assess the emotional tone of conversations, whether they’re positive, negative or neutral. It works across voice calls, chats, emails and other channels to give supervisors a real-time pulse on customer mood and satisfaction.

Here’s a quick sentiment analysis example: A customer says, “I’ve been waiting for 30 minutes and no one’s helped me.” While the words are factual, sentiment analysis picks up on the frustration behind them.

Think of it as a digital mood detector. It doesn’t just capture what was said, it interprets how it was said.

The benefits of measuring customer sentiment

Here’s what you gain by measuring customer sentiment:

1. Real-time insight into customer satisfaction so you can respond quickly when things go wrong
2. Early warning signs of frustration or dissatisfaction before they escalate into complaints
3. Actionable feedback for coaching and quality improvement based on how customers actually feel
4. Trend spotting across teams, products or services helping you make smarter decisions.

And when sentiment analysis is paired with automation and smart reporting – the impact multiplies. That’s exactly what our omnichannel contact centre, Liberty Converse, does.

Discover how Hampshire Trust Bank is handling customer feedback with AI sentiment analysis

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How to do sentiment analysis

There are a few ways to measure sentiment, depending on your setup:

1. AI-powered sentiment analysis tools – these automatically scan conversations and assign sentiment scores based on tone, language and context
2. Customer feedback surveys – asking customers directly how they feel after an interaction
3. Text analytics – using keyword and phrase detection to gauge emotional cues in written messages
4. Voice analytics – analysing pitch, pace and volume in calls to detect stress or satisfaction.

The most effective approach combines these methods to give you a fuller picture. Liberty Converse blends AI with real-time data to surface what matters most.

“Supervisors are the backbone of any contact centre. But their time is often consumed by manual tasks… Liberty Converse changes that.”

Nicky Hjerpe

Head of Product Marketing and Campaigns, Netcall

Sentiment analysis example: Optimising supervisor time

Supervisors are the backbone of any contact centre. But their time is often consumed by manual tasks – listening to call recordings, reviewing transcripts and trying to spot patterns. Liberty Converse changes that through workforce engagement management.

Here’s how:

1. Automatic sentiment detection on every interaction

Every call, chat or message is automatically analysed for sentiment. Supervisors don’t need to listen to hours of audio or read through transcripts. Converse flags interactions with negative sentiment so they can focus where it matters most.

2. AI-powered summaries and categorisation

Converse generates post-call summaries that include sentiment scores, key topics and outcomes. This means supervisors get a clear picture of what happened without digging through data.

3. Trend analysis for smarter coaching

By aggregating sentiment data across teams and time periods, supervisors can spot recurring issues, training gaps or product pain points. This enables targeted coaching and proactive support.

4. Training and quality assurance made easy

Stored conversations are grouped by sentiment and topic, making it easy to build training libraries. Supervisors can pull examples of great service or areas for improvement, without manual sorting.

5. Time saved = more strategic impact

By automating sentiment analysis and surfacing the most relevant interactions, Liberty Converse frees supervisors from low-value admin. They can spend more time coaching, supporting agents and improving customer outcomes.

Customer sentiment analysis is your secret weapon

Customer sentiment analysis isn’t just a buzzword – it’s a practical tool that transforms how contact centres operate. And with Liberty Converse, it’s built into the fabric of every interaction.

If you’re a contact centre leader looking to optimise your supervisors’ time, improve overall team performance and deliver better customer experiences, sentiment analysis is your secret weapon. And Liberty Converse makes it effortless.

About the author

Nicky Hjerpe

Head of Product Marketing and Campaigns

With over 25 years of experience in B2B marketing, Nicky has built a career around connecting people with technology in a way that’s meaningful and practical. The last decade and a half of her journey has focused on customer-facing software and service technologies – helping organisations improve how they engage with and support the people they serve. At Netcall, Nicky heads up Product Marketing and Campaigns, where she brings together product insight, market understanding and customer perspective to shape messaging and go-to-market strategies. She works closely with cross-functional teams to ensure that what Netcall delivers is both valuable and clearly understood.