Understand customer feelings and personalize interactions with emotional insight

Sentiment Analysis is a generative AI capability that evaluates and summarizes customer sentiment on case records. t uses case activity such as description, state, priority and additional comments to classify sentiment as positive, neutral, or negative. When sentiment is flagged, the system also provides suggested actions or guidance to help agents resolve the case empathetically and reduce potential escalations.

Key Capabilities

• Sentiment classification on case activity
  Analyzes the tone of customer-facing communication stored in case records to classify sentiment and can refresh it as new activity is recorded. A red dot then appears in the sentiment menu.
• Visible reasoning for sentiment
  Offers transparent explanations on why a sentiment was classified on a specific level, helping agents better understand the customer's emotional state.
• Embedded in CSM Configurable Workspace
  Sentiment indicators and explanations appear within the case record, requiring no workflow changes for agents.
• Suggested actions to address sentiment
  Provides guidance or suggestions when negative sentiment is detected, helping agents defuse frustration or tailor their resolution approach.
• Trigger workflows using sentiment
  Integrates with Flow Designer and Now Assist Skill Kit to take automated actions like escalations, surveys or assignments based on sentiment status. You can also use Now Assist Skill Kit to change the inputs and outputs of the skill.
• Evaluate synthesized sentiment per account: Provides a dashboard with sentiment scored derived from the customer cases and features several charts, metrics, filters and sorting to dive deep in the health of the account

Implementation

Prerequisites

• Enable the Now Assist for CSM and AI Search plugins
• Case Management and CSM Configurable Workspace are actively used
• Skill Overview
• Configure Sentiment Analysis skill
• Use Sentiment Analysis skill

Key Best Practices

• Surface sentiment indicators early in the case workflow and list views to help agents personalize responses
• Choose carefully the best fitting skill availability conditions for your use case
• Use sentiment to trigger proactive case routing or escalation
• Monitor usage and feedback to adjust how sentiment signals are used

Formal Learning

Now Learning: Now Assist for CSM Essentials Path

Measured Success

Outcome	How It Supports Customer Service Teams	Key Metric
Faster issue escalation	Flags emotionally urgent cases for faster routing	Average time to escalate flagged cases
Enhanced agent empathy	Helps agents adjust tone and message based on customer emotions	% of cases with sentiment-informed resolution
Improved customer satisfaction	Resolves emotionally negative cases before they lead to churn	Case CSAT and sentiment recovery rate
Reduced escalation volume	Prevents avoidable escalations by addressing early frustration	% reduction in avoidable escalations
Streamlined workflow automation	Uses sentiment as a signal to automate assignments and routing decisions	Number of sentiment-triggered flows

Frequently Asked Questions

Where are the sentiment results shown?

In the CSM Configurable Workspace, within the case form, with sentiment classification and explanation visible to the agent. Sentiment analysis for accounts is found by opening the account record, in the right side panel within Workspace. This skill can't be displayed in Now Assist Panel.

Can I configure how often the skill is triggered?

OOTB there is a scheduler frequency and this can be changed in days, hours, minutes and seconds. Do note that lowering the job schedule period will result in increased number of actions, resulting in higher assist usage.

Can I configure the attribution of roles in the sentiment?

Yes, you can choose tables, requestor and fulfiller fields and roles to help the LLM identify the correct personas and where their data is stored

Does this work on live chat or surveys?

No. Sentiment is only analyzed from data stored on the case record. That includes chat transcripts, emails, comments, or surveys logged within the case.

Can I automate actions based on negative sentiment?

Yes. Use Flow Designer or the Now Assist Skill Kit to route or escalate based on flagged sentiment.

Does it support custom fields?

Yes. Admins can include custom fields for sentiment evaluation during skill setup using Now Assist Skill Kit on a cloned skill.

Are the suggestions editable or configurable?

No. The suggestions are generated by the skill and provide guidance only. However, workflows based on sentiment flags can be fully customized via Flow Designer.