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GoTo Updates Contact Center Tool, Adds Sentiment Analysis

The new feature, available at no additional cost, makes GoTo the latest provider to leverage AI.

Moshe Beauford

August 29, 2023

3 Min Read
sentiment analysis
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Like most providers in the UCC orb, GoTo has made it an assignment to sprinkle AI abilities throughout its platform. It did so in March 2023, adding ChatGPT integrations to GoTo Connect and GoTo Resolve.

Said features, now available via GoTo’s contact center tool, leverage the capacity of AI and look to elevate contact center agent productivity. The features employ AI to generate immediate customer responses, and to produce and run IT automation scripts across devices.

Now, GoTo says it will bring sentiment analysis (SA) to its contact center tool for the first time at no additional cost. It will add a feature that allocates customers a “sentiment” following an agent interaction. That means a positive, negative or neutral sentiment analysis score is assigned, further lending understanding to customer emotions within interactions.

GoTo’s latest addition extends a summary of the customer conversation utilizing artificial intelligence too. This move will let contact center management determine what GoTo notes are “challenges or coaching opportunities” for agents via the contact center tool. With it, agents no longer need to read an entire conversation.

Agents can also acquire insight into how to assist customers when they leverage the contact center tool feature. But GoTo is not the first to add SA to its contact center offering, with firms like Five9 and NICE beating them to the punch with features like “agent assist.”

Why Sentiment Analysis and Why Now?


J Arnold & Associates’ Jon Arnold

It is about saving time and producing more effective contact center agents. At least, that is what it appears to be whenever a UCC firm drops a fresh AI tool. Dialpad, Zoom, Five9, and NICE have all upped their AI game in recent months, according to Jon Arnold, who heads up J Arnold & Associates as a principal analyst.

“This sounds very similar to what Dialpad is doing, and they’ve been touting this as a differentiator,” Arnold said. “Others are doing this, too.”

Arnold similarly noted that these AI-powered advancements could save customer service personnel time and improve the long-term quality of their customer care by increasing visibility and data available at a glance.

As more companies in the CCaaS arena up their AI game, more are starting to consider what futuristic content center AI might enable channel partners and those leveraging the technology day-to-day to do. And many of those capacities, although seemingly futuristic, are feasible today.

What Are the Channel Implications?

Arnold shared with Channel Futures his thoughts around the channel implications of the launch, saying, “As none of GoTo’s current CCaaS offerings have this feature, they could help the channel drive more business for GoTo, but I do not think in a big way.”

Now, he contends, such features (are all) but expected — a standard, if you will, adding: “It’s just one of many AI-based features that all CCaaS players need to provide, and it is hard to know just how much of these contact centers can actually deploy and get value from.”

Arnold suspects that while these components will likely not drive many new sales, they could influence some sales. Most notably, GoTo appears to be catching up with its peers which have, by and large, added sentiment analysis to various aspects of their contact center business, chiefly as customers have begun to expect as much.

According to a statement released by GoTo, the firm’s newest AI-fueled features are available for all GoTo contact center customers to enable in any language supported by ChatGPT.


Want to contact the author directly about this story? Have ideas for a follow-up article? Email Moshe Beauford or connect with him on LinkedIn.

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About the Author(s)

Moshe Beauford

Contributing Editor, Channel Futures

Moshe has nearly a decade of expertise reporting on enterprise technology. Within that world, he covers breaking news, artificial intelligence, contact center, unified communications, collaboration, cloud adoption (digital transformation), user/customer experience, hardware/software, etc.

As a contributing editor at Channel Futures, Moshe covers unified communications/collaboration from a channel angle. He formerly served as senior editor at GetVoIP News and as a tech reporter at UC/CX Today.

Moshe also has contributed to Unleash, Workspace-Connect, Paste Magazine, Claims Magazine, Property Casualty 360, the Independent, Gizmodo UK, and ‘CBD Intel.’ In addition to reporting, he spends time DJing electronic music and playing the violin. He resides in Mexico.

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