We are accustomed to 'social proof' as a concept, but reviews often skew either extremely positive or negative, leaving only a tiny window into customer minds. To capture this nuance at scale, businesses can use Sentiment Analysis, which analyzes transcribed media via an API call using machine learning to classify sentiment with confidence scores between 0 and 1. This tool provides detailed insights such as segment analysis, speaker sentiment, channel sentiment, overall sentiment, and confidence scores, allowing businesses to understand how customers really feel about their service. With Sentiment Analysis, contact centers can analyze customer calls for training purposes, media monitoring can ensure brands stay informed about public sentiment, and speech understanding capabilities are being developed to further unlock the value of voice data.