When we speak with CX teams, one frustration comes up again and again: despite all the effort going into improving customer experience, many decisions are still based on assumptions, not evidence.
That’s not because the data isn’t there. It’s in every interaction your contact centre handles. These are valuable insights about what your customers want and where your service could be stronger.
But most of that insight is going untapped.
In our recent webinar, Conversational Intelligence: Learn How to Turn Conversations Into Insights, we explored how contact centres can start using the data they already haveto drive smarter decisions, faster improvements, and better outcomes across the board.
Why it matters: CX investments aren’t delivering without insights
CX leaders are investing heavily in their contact centers, in training programmes, and technology. Yet, many still fall short of truly improving their operations. Why? Because strategic insight is missing.
Businesses are relying on manual tagging, anecdotal feedback, and unreliable reporting to understand why customers are calling. These methods are time-consuming and error prone. To truly improve customer experience, contact centres need a clearer, more consistent way to learn from the conversations already taking place.
How AI can support your team
AI is often perceived as a silver bullet: a fix-all for customer service. But its real power lies in how strategically it's applied.
As Raïsa van Olden, Product Marketing Director at Puzzel, emphasised:
“AI and automation should enhance — not replace — human connection.”
Our mantra at Puzzel is: Automate when it makes sense, bring empathy when it matters most. That means using AI to reduce repetitive tasks, surface insights from thousands of conversations, and equip agents with the right context, all while preserving the human touch for moments that truly demand it.
Introducing Puzzel’s Conversational Intelligence
Jesper Jønsson, Director of AI Products, demonstrated Puzzel’s Conversational Intelligence solution in action. The platform automatically analyses calls, emails, and chat interactions in real time to extract:
- Key topics and subtopics
- Summaries and sentiment analysis
- Quality scores and agent performance metrics
- Trends in conversation drivers and time consumption
- Repeat call indicators and unresolved issue tracking
It’s designed to give everyone — from QA managers to product teams — access to real, actionable insights. And because everything is searchable, shareable and customisable, it helps break down silos and align teams around what customers actually need.
How DSB used conversation data to drive real change
One of the standout moments came from Søren Steffensen, Analytics Manager at Danish Railways (DSB). He detailed how DSB transformed their customer centre from a transactional unit into a strategic advisor across the organisation.
By using Puzzel’s CI platform, DSB:
- Achieved 95–98% accuracy in topic tagging, up from 60–65%
- Built dashboards to track sentiment, unresolved cases, and operational gaps
- Identified friction points in digital services that were previously invisible
- Informed website copy and self-service flows based on real customer conversations
- Created a direct feedback loop to leadership, influencing product and strategy
As Søren put it: “We moved from frontline notes to strategic insight. CI helped us democratise data, now, every decision starts with the voice of the customer.”
What’s next: AI maturity and strategic enablement
Insight is only the first step. Many organisations are prioritising AI but struggle to turn ambition into action. That’s something we’ve seen in the early findings from our AI Maturity Survey, and it’s a common challenge.
That’s where strategic enablement matters.
At Puzzel, we guide customers to identify the high-impact use cases for AI, such as:
- Reducing call volumes via virtual agents
- Minimising agent stress by automating post-call summaries
- Improving first contact resolution through better QA workflows
It’s not about doing everything at once, but about choosing the areas where effort meets outcomes.
Final thoughts: From data to decisions
Your customer conversations are one of the most valuable tools you have. Conversational Intelligence makes it easier to fully understand the reason behind every call by giving agents the insights they need to continuously refine their communication skills.
It allows organisations to:
- Understand what’s driving repeat contacts
- See how sentiment shifts during conversations
- Act swiftly on emerging issues
- Understand where customers are getting stuck
- Continuously improve CX through data-backed decisions
Whether you're in operations, product, or customer service, CI has the potential to change how you work,and how your business competes.
📌 Missed the webinar? The full replay is available here.
And if you're ready to assess where your organisation stands on the AI maturity curve, take our quick AI Maturity Survey.
For a conversation about turning your contact centre into a centre of intelligence, get in touch with our team at Puzzel.
