When contact centres talk about improving customer experience, the conversation often turns to new tools, new journeys, and new metrics. But in the search for the next big thing, there’s one powerful resource that’s often overlooked: the conversations you’re already having.
Every call, chat, and email with a customer holds valuable insight. From frustrations and repeat issues to what’s working well, these interactions are full of the real, unfiltered voice of your customer.
But most organisations simply aren’t using it.
Most conversations go unanalysed
Let’s start with the numbers.
Every day, contact centres handle hundreds, sometimes thousands, of customer interactions. But according to industry data, only 2–5% of those conversations are ever reviewed. The rest? They’re either tagged manually (and inconsistently), stored in long transcripts, or simply forgotten.
And even when interactions are analysed, 66% of organisations still rely on manual methods, like listening back to calls, tagging conversations by hand, or scanning through emails for keywords.
That’s a huge time investment. And with limited sample sizes and inconsistent tagging, it’s often not enough to give a full, reliable picture.
Conversations are a CX goldmine, if you know where to look
Think about the insight your team could uncover if you had visibility into 100% of your customer interactions:
- Which issues are driving repeat calls
- Where customers are getting stuck
- How sentiment shifts during conversations
- What great conversations have in common
This is insight that goes far beyond survey scores. It’s detailed, specific, and directly tied to your customers' own words.
And when used well, it can have a serious business impact. Customer spending increases by up to 140% after a positive experience, according to Deloitte. And personalisation alone can drive a 10–15% revenue lift, according to McKinsey.
The opportunity is right there in the data. The challenge is extracting it, consistently, accurately, and at scale.
So, why isn’t it being used?
It’s not a lack of interest. Most CX and contact centre leaders want this level of insight. In fact, 68% say AI-powered conversational analytics are critical for improving service quality. But traditionally, the only way to get it was through hours of manual work, listening to calls, reviewing transcripts, and tagging topics by hand.
That kind of process is hard to scale. It eats into time that could be spent coaching, improving processes, or supporting your team. And it’s why many contact centres end up analysing only a small sample of calls, relying on gut instinct for the rest.
How AI-powered insights are changing the game
Modern solutions, like conversational AI and conversational analytics tools, are now making it possible to access the kind of insight teams have always wanted, but without the time drain that’s held them back. With AI doing the heavy lifting, teams can now analyse all their customer interactions, instead of relying on a small sample or gut instinct.
More importantly, this doesn’t require overhauling your existing workflows or investing in a complex tech stack. Solutions like Puzzel’s Conversational Intelligence, for example, are designed to fit into your daily operations and support your agents, not replace them.
And it's not just about measuring call quality, it's about uncovering the why behind repeat contacts, long handling times, or inconsistent service. And it gives your team the clarity to act on those insights right away.
Here’s how Conversational Intelligence works:
- Calls are automatically transcribed and summarised
- Key topics and themes are tagged using AI
- Customer sentiment is tracked across every interaction
- Coaching opportunities are flagged based on real calls
That means your team gets a clear view of what’s happening in customer interactions, without listening to hours of calls or digging through spreadsheets.
What AI-powered insights look like in action
One contact centre using Conversational Intelligence saved 400 hours per month simply by eliminating manual analysis. That time was redirected into coaching, support, and strategic improvements, leading to faster service and happier agents.
Another team used insights from AI-tagged calls to identify just three recurring issues behind the majority of their repeat contacts. Once addressed, both customer satisfaction and resolution times improved significantly.
The takeaway? Start with the conversations you’re already having.
You don’t need to guess what your customers are thinking.
You don’t need to rely on occasional surveys or small sample sizes.
And you definitely don’t need to ask your agents to do even more.
What you need is a clearer view of what your customers are already telling you, in their own words, every day.
Your customer conversations are one of the most valuable tools you have.
With the right insight, they can help you improve service, support your team, and make smarter, faster decisions.
Want to learn more about how conversational AI can help your team?
Explore Puzzel’s Conversational Intelligence or download our free guide: Conversational Intelligence: The Definitive Guide to Unlocking Contact Centre Efficiency.
