Understand where customer experience is enhanced, and where it breaks down, across channels
The Channel label links customer feedback to the touchpoint referenced in the interaction, enabling analysis of performance, failure and escalation by channel, and where issues originate. This turns monitoring into channel performance intelligence.
Measuring satisfaction by channel using Net Sentiment
The Channel label provides the “where”, and Net Sentiment provides the “how it feels”. Together, they allow teams to:
Track satisfaction by channel, at scale
Compare performance across channelsand channel groupings
Pinpoint where experience is improving or degrading
Detect early operational failure signals before they escalate
This turns Net Sentiment from a high-level indicator into a channel-specific performance metric tied to service outcomes.
Anatomy of Channel labelling
Mapping journeys and spotting first-contact failure
Customers rarely escalate immediately. Frustration often builds across earlier touchpoints before it becomes public or reaches risk teams.
Without reliable channel labelling, organisations cannot answer:
Where did the issue start?
Which channel failed to resolve it at first contact?
Is negative sentiment reputational, or operational?
Channel anchors sentiment, topics and priority to the point(s) of contact. When negative sentiment appears in public channels, it often reflects repeated unresolved interactions elsewhere (e.g., call centre, app, chat), long waits, poor hand-offs or inconsistent support.
Analysing Net Sentiment by channel helps teams pinpoint:
Channels driving repeat contact and escalation
Where breakdowns occur before customers go public
Which channels absorb demand and resolve it effectively
This reframes public negativity as an operational signal, not just a reputational one.
Channel structure and logic
The Channel label is built on a controlled, industry-aligned taxonomy designed to support consistent, comparable analysis across customer interaction touchpoints. The taxonomy typically includes:
Mobile app
Website/online banking
Messaging
Call centre
Live chat
Branch
ATM
Email
Channels can be analysed at an individual level or aggregated into higher-order groupings (for example, digital vs assisted channels), enabling direct comparison of performance, sentiment, and outcomes across channel types. This allows organisations to isolate channel-specific issues, benchmark traditional and digital experiences, and understand how service delivery differs by interaction mode
Why conventional approaches fail
Most organisations already “have” channel data — but it is often unreliable or misleading because it relies on:
Single-channel assumptions for multi-touchpoint journeys
Keyword rules that fail on indirect or implied channel references
Automated systems with no human validation level
As a result:
Call centre failures could appear as social media problems
Digital channels are blamed for issues tied to traditional channels
First-contact resolution issues remain invisible
Channel investment decisions are made on distorted signals
This reframes public negativity as an operational signal, not just a reputational one.
The DataEQ difference
The Channel label is produced by the EQ Engine, DataEQ’s hybrid intelligence system combining AI with scalable human labelling.
Built for data teams
The Channel label is designed to drive action across analytics and operations:
CX & service leaders
Identify which channels undermine satisfaction and where first-contact resolution is failing.
Digital transformation teams
Measure whether digital channels are reducing friction or simply deflecting unresolved demand.
Risk & compliance teams
Detects channels associated with escalation, complaints, or regulatory exposure earlier in the journey.
Data science teams
Move beyond overall Net Sentiment by modelling channel-level experience to predict churn and escalations. Build propensity and routing models, and quantify channel impact via benchmarking.
All outputs are BI-ready, consistent, and designed for integration into dashboards, alerts, and downstream models.
Why it matters
Customers don’t experience channels in isolation but as part of a broader brand journey.
Where satisfaction deteriorates
Where satisfaction deteriorates
Where satisfaction deteriorates
Volume shows where customers are talking. Net Sentiment by channel indicates the true quality of reported experience.
