Kaila Bryan


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What is “Sentiment”?

  • Sentiment refers to the emotion behind a message. It’s a way to measure the tone of the conversation—is the person happy, annoyed, angry? Sentiment adds important context to conversations.
  • Measuring sentiment will help you understand the overall feeling surrounding a particular subject or overall experience.
  • Analyzing sentiment on a regular basis will help us understand ipsters’ feelings towards the company, service, products, or overall experience.

How is Sentiment Measured?

  • To record the sentiment of customer interactions, you would read each email, evaluate the tone and assign a score such as positive, negative or neutral.
  • For our purposes, we’re also interested in identifying a change in sentiment over the course of a customer service interaction on Desk.
  • So, we’ll be assessing the sentiment of incoming messages on Desk, and re-evaluating the sentiment if you receive a reply from the ipster.

New Labels!

 Use PositiveNeutral, and Negative Labels when:

  1. You are evaluating a new inbound message on Desk.
  2. The sentiment of a customer has not changed through the course of your interaction on Desk. On each occasion they have written, their sentiment is the same.


Use Positive Turnaround and Negative Turnaround Labels when:

  1. A member writes back to you.
  2. The sentiment of the customer has changed over the course of the interaction.


Using Sentiment Labels with Macros

  • Most macros will have a “Neutral” label attached to them automatically.
  • If you think an email can be labelled differently, delete the “Neutral” label  and attach the label of your choice.


Judgement Calls

  • A customer’s sentiment should be fairly obvious. Go with your initial instinct, and don’t over think it. If it takes you more than 5 seconds to decide, default to a “Neutral” label.
  • When in doubt, use a “Neutral” label!


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