Brand Sentiment in Contact Center 2024: Shaping CX

Brand Sentiments

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In 2024, the pursuit of customer-centricity is more pronounced than ever before, and as businesses continue to vie for customer loyalty, understanding and effectively managing brand sentiment becomes paramount. 

The modern customer is discerning, and their expectations from companies have reached new heights.

A recent study reveals, “At least 5% more is what 61% of consumers are willing to pay when assured of receiving a positive customer experience.”

This statistic underlines brand sentiment’s profound impact on customer satisfaction, retention, and overall business success.

As the frontline of customer interactions, contact centers hold the key to shaping brand sentiment.

Every conversation, be it through calls or online channels, is an opportunity to influence a customer’s perception positively. 

By prioritizing brand sentiment, contact centers can cultivate a loyal customer base and foster a positive brand image.

Join us on a journey to explore the significance of brand sentiment in contact centers and discover strategies to delight customers and foster loyalty. 

Whether you’re a contact center manager, customer service professional, or an organization aiming to enhance customer experiences, this is your guide to improving brand sentiment.

In this guide, you’ll find:

  • Meaning and importance of brand sentiment
  • Impact of Brand sentiment on CX
  • Strategies for improving brand sentiment in contact center
  • How does Enthu.AI monitors sentiments?

A. What is Brand Sentiment, and Why is it important?

Brand sentiment analysis-

Brand sentiment in contact centers refers to how customers feel about a brand after interacting with customer support representatives.

It directly reflects the quality of service provided and the level of satisfaction customers derive from these interactions. 

Positive brand sentiment can result in loyal customers who advocate for the brand, while negative sentiment can lead to customer churn and tarnished brand reputation. 
The brand sentiment holds immense importance in shaping customer perceptions and experiences for several reasons:

  • Customer Satisfaction:  When customers receive excellent service and support, they are more likely to view the brand positively as a whole and vice versa. 
  • Customer Loyalty and Advocacy: Customers who have positive experiences and feel valued by the contact center are likelier to become loyal to the brand. 
  • Customer Retention: Customers who develop a positive emotional connection with a brand are more likely to remain loyal and continue doing business with the company over time and vice versa.

B. The Impact of Brand Sentiment on CX

As discussed above, brand sentiment directly influences customer satisfaction, loyalty, and advocacy.

A customer with a positive experience is more likely to become a brand advocate, spreading positive word-of-mouth and attracting new customers. 

On the other hand, a dissatisfied customer can not only stop doing business with the company but also discourage others from engaging with the brand. 

Therefore, Contact center management must prioritize delivering exceptional service and nurturing positive customer interactions to foster a strong and favorable brand sentiment.

C. How Do Brands Use Sentiment Analysis?

Sentiment analysis tools

To optimize brand sentiment in contact centers, businesses utilize sentiment analysis tools and methods.

Social media listening enables companies to monitor online conversations, identifying sentiment trends associated with their brand. 

Additionally, sentiment analysis technology is applied to analyze customer interactions such as emails, chat transcripts, and recorded calls, gauging the emotional tone of these conversations. 

Furthermore, feedback analysis allows organizations to gather valuable insights from customer surveys and feedback forms. 

To enhance the benefits of sentiment analysis, contact centers can also leverage some advanced software and tools like below: 

  • Conversation intelligence platforms use AI-driven algorithms to analyze real-time customer interactions, gaining deeper insights into customer emotions and preferences. 
  • Speech analytics tools focus on audio data from customer calls, detecting emotional cues to improve agent training and enhance the customer experience. Integrating sentiment analysis into quality assurance evaluations enables businesses to assess the emotional impact of agent-customer interactions, facilitating targeted improvements. 
  • Call monitoring tools allow supervisors to listen to live or recorded calls, providing real-time feedback to address customer concerns promptly and positively. 

Through a holistic approach, sentiment analysis empowers contact centers to understand customer sentiment better, resulting in tailored service and increased customer satisfaction.

D. Strategies for Improving Brand Sentiment

Strategies for brand sentiment in contact center

Incorporating these strategies into the contact center’s operations can elevate brand sentiment, leading to delighted, loyal customers and strong, positive brand sentiment.

1. Agent Training and Empowerment

Well-trained and empowered agents are the backbone of exceptional customer experiences.

As a contact center, ensure your agents are well-trained and empowered to deliver outstanding customer experiences. 

To achieve agent training and empowerment, prioritize the following actions:

  • Organize regular and comprehensive training sessions to equip them with the necessary skills and knowledge for handling customer queries effectively. 
  • Focus on enhancing their communication skills to ensure clear and empathetic customer interactions. 
  • Invest in product knowledge training to make your agents well-informed about your brand’s offerings, enabling them to provide accurate and helpful information. 
  • Empower your agents by honing their problem-solving abilities, enabling them to think critically and find practical solutions, ultimately boosting customer satisfaction.

2. Consistent and Personalized Interactions

Customers value personalized interactions that show you understand their preferences and past interactions with your brand.

Utilize customer data and CRM systems to tailor conversations to each customer’s unique needs.

You can offer personalized recommendations and solutions by accessing their past purchase history, preferences, and previous interactions. 

This personalized approach makes customers feel valued and fosters a positive emotional connection with your brand, ultimately improving brand sentiment.

3. Proactive Issue Resolution

As a contact center, adopt a proactive approach to identifying and resolving customer issues to manage brand sentiment effectively. 

Implement call monitoring systems to identify potential problems early on and address them before they escalate. 

By swiftly addressing customer concerns, you demonstrate your commitment to customer satisfaction and showcase your dedication to resolving issues promptly. 

Proactive issue resolution not only resolves customer problems but also helps prevent negative sentiment from spreading, safeguarding your brand’s reputation.Demo link

4. Active Listening and Empathy

As a contact center, fostering meaningful and positive interactions with customers is paramount to building strong brand sentiment and ensuring customer loyalty. 

To achieve this, implement the following strategies:

  • Encourage agents to actively listen to customers and pay full attention to their needs, emotions, and feedback during interactions.
  • Demonstrate genuine empathy and understanding in customer interactions to create a positive emotional connection.
  • Follow empathy-driven interactions that make customers feel valued and supported, improving brand sentiment.
  • Train agents to respond empathetically to customer concerns, turning potentially negative interactions into positive experiences.

5. Investing in Automated Solutions

Consider investing in automation technologies, such as AI-powered chatbots, to enhance the customer experience and brand sentiment. 

By automating routine queries and tasks, chatbots reduce wait times and provide instant responses, ensuring consistent and efficient service across channels. This enhances customer satisfaction and builds a positive perception of your brand. 

Additionally, implementing conversation intelligence and speech analytics tools offers valuable insights into customer interactions, identifying sentiment trends and emotional cues. 

Call analysis dashboard- Enthu.AI

QA call monitoring solutions further improve brand sentiment by maintaining high service standards and promptly addressing customer concerns. 

These advanced tools empower contact centers to proactively manage brand sentiment, foster exceptional customer experiences, and build a positive brand reputation, increasing customer loyalty and business growth.

E. How Does Enthu.AI Help Monitor and Measure Brand Sentiment?

Enthu.AI is an advanced AI-driven conversation intelligence platform that automates the task of monitoring every customer conversation on all channels, including calls, chats, emails, and social media. 

By employing natural language processing and sentiment analysis, Enthu.AI can accurately measure brand sentiment in real-time.

Here are the key features and benefits that Enthu.AI offers to achieve this:

  • AI-Driven Conversation Intelligence: Enthu.AI leverages advanced AI algorithms to automatically monitor and analyze every customer conversation across multiple channels, ensuring comprehensive coverage and real-time insights.
  • Natural Language Processing (NLP): By employing NLP capabilities, Enthu.AI can accurately interpret and understand the emotional tone, sentiments, and nuances of customer interactions, providing valuable data for sentiment analysis.
  • Real-Time Monitoring: The platform provides real-time monitoring, allowing contact center managers to stay updated on customer interactions as they happen. This immediacy enables prompt responses and proactive issue resolution.
  • Actionable Insights: Enthu.AI generates actionable insights from sentiment analysis, empowering contact center managers to make data-driven decisions for improving brand sentiment and customer experiences.

Sentiment analysis -Enthu.ai Dashbboard

  • Identify Trends: With Enthu.AI, contact center managers can identify sentiment trends over time. Analyzing patterns and trends helps in understanding the impact of changes or initiatives on brand sentiment.
  • Assess Agent Performance: Enthu.AI’s agent performance assessment allows contact center managers to evaluate how agents handle customer interactions and their ability to create positive brand sentiment.

Trend identification 

  • Customizable Configurations: Enthu.AI is highly customizable, accommodating different contact centers’ specific needs and brand requirements. Custom configurations ensure the platform aligns with the unique business objectives and customer engagement strategies.
  • Quality Assurance and Coaching: Enthu.AI’s comprehensive call review and evaluation management features facilitate quality assurance and coaching sessions. This enables continuous improvement of agent-customer interactions and overall brand sentiment.
  • Enhanced Customer Satisfaction: Enthu.AI enables contact centers to address customer concerns promptly and effectively by actively monitoring and measuring brand sentiment, increasing customer satisfaction and loyalty.

Detailed evaluation stats -Enthu.AI

  • Proactive Issue Resolution: The real-time monitoring capabilities of Enthu.AI empower contact centers to proactively address potential issues before they escalate, demonstrating a commitment to customer satisfaction and positive brand sentiment.
  • Overall Brand Improvement: Enthu.AI’s insights and features contribute to an enhanced brand image, improved customer loyalty, and a competitive edge in the market. Contact centers can create lasting and positive customer experiences by continuously improving brand sentiment.


In the competitive landscape of customer service, brand sentiment serves as a critical indicator of a company’s success.

By understanding its significance in shaping customer experiences and loyalty, contact centers can implement effective strategies to improve brand sentiment. 

You can use the above mentioned strategies and embrace advanced technologies like Enthu.AI to empower businesses to monitor, measure, and enhance brand sentiment in 2024, leading to improved customer satisfaction, loyalty, and sustainable growth.


What is brand sentiment in contact centers?

Brand sentiment in contact centers refers to the emotions, opinions, and attitudes that customers associate with a brand after interacting with its customer support representatives. It plays a crucial role in shaping customer perceptions and experiences.

How does brand sentiment impact customer satisfaction?

Positive brand sentiment leads to higher customer satisfaction as customers feel valued and appreciated, resulting in enhanced loyalty and advocacy. Conversely, negative brand sentiment can lead to customer dissatisfaction and churn.

How can contact centers measure brand sentiment?

Contact centers can measure brand sentiment using sentiment analysis tools that analyze customer interactions to gauge the emotional tone. Social media listening and feedback analysis are also valuable methods for monitoring brand sentiment.

About the Author

Tushar Jain

Tushar Jain is the co-founder and CEO at Enthu.AI. Tushar brings more than 15 years of leadership experience across contact center & sales function, including 5 years of experience building contact center specific SaaS solutions.

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