Configure Magic Sentiment

Magic Sentiment helps your team understand the mood of your customers in conversations by analyzing the tone of messages. This allows you to spot at-risk situations early, take action when needed, and track satisfaction over time.

What is Sentiment?

Sentiment measures how positive, neutral, or negative a contact’s experience is in a thread. By tracking sentiment, your team can:

  • Detect frustration or dissatisfaction early.
  • Take timely action to improve customer experience.
  • Monitor overall customer satisfaction trends.

How is Sentiment Calculated?

Sentiment is calculated based on the messages exchanged in a thread:

  1. When a ticket is created and the contact sends their first message, sentiment is set.
  2. When a team member responds, sentiment is not updated.
  3. Sentiment continues to update and average out as the conversation continues.
Sentiment begins very sensitively to accurately detect the direction of the conversation.

The Scoring System

  • Each message can raise or lower that score based on sentiment
  • The score ranges from 0 (very negative) to 100 (very positive)

This dynamic score gives your team a live view of how customers are feeling—so you can:

  • 🚩 Spot at-risk conversations quickly
  • 🧭 Prioritize issues that need extra attention
  • 🎉 Celebrate standout service moments
  • 📊 Track sentiment trends across your support team
Sentiment Scores and What They Mean

Score

Label

Description

😠 20/100

Very Bad

Highly negative tone, indicating frustration or anger.

☹️ 35/100

Bad

Negative tone; the user may be unsatisfied or impatient.

🙂 50/100

Good

Neutral to slightly positive tone.

😀 75/100

Great

Positive tone; the user is having a good experience.

🤩 90/100

Excellent

Very positive tone; high satisfaction.

⚪ No data

—

Not enough messages to evaluate sentiment yet.

Ask Magic Why

In inbox, you can click Ask Magic Why to use Chat with Magic to better understand sentiment score per thread.

It means users can take direct action based on sentiment changes. For example:

  • Ask Magic why a ticket has bad sentiment.
  • Get suggested responses or next steps.
  • Create an automated Flow to alert technicians when sentiment drops.

How to Configure Magic Sentiment

You can enable and customize Magic Sentiment in just a few clicks.

  1. Go to the Thread admin panel
  2. Navigate to Assistive AI → Sentiment: Manage Access.
  3. Configure Automation Triggers
    Here we can select how we want Sentiment to function. You can restrict Sentiment to specific companies and/or Sources.
    This setting is not customer-facing, so we recommend enabling it for all clients.
  4. Enable Sentiment:
    In the top-right corner, click the toggle to ON
  5. Magic Sentiment is now active! Sentiment scoring will begin automatically on all new customer replies and threads.

Next Up — Configure Automatic Escalations and Recap Templates for Sentiment Analysis

Now that Sentiment is live, it’s time to make it actionable. Set up automatic escalations and recap templates to instantly flag moments of poor or excellent sentiment—so your team can step in early to resolve issues, or recognize wins while they’re still happening.

These workflows helps you:

  • 💬 Escalate at the right moment when a customer message feels tense or urgent
  • 🎉 Celebrate positive interactions and reinforce great service
  • 📋 Summarize sentiment trends with recaps your team can act on

Keep conversations on track, reduce response lag, and bring more visibility to what matters—without adding manual effort.

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