Getting started
Measuring the Operation Is Not the Same as Understanding the Customer
Contact centre reports describe how the operation runs, not what the customer is telling you.
A contact centre generates thousands of interactions every day, and the frame around each one is fully recorded: how many seconds it lasted, which queue it landed in, how many times it was put on hold, which agent answered. What was actually said inside the conversation is not.
Yet customer expectations, recurring problems, satisfaction signals, crisis warnings and the most candid product feedback all sit exactly there, inside the conversation itself. CX Insights makes that content readable within the natural flow of the operation: no extra survey, no extra form, no extra team.
This guide walks through CX Insights on the product screens themselves: how the analysis runs automatically, which questions the dashboard answers, how the category and sentiment breakdown is read, and how a single conversation is reviewed in seconds. The screens and figures in Sections 04 and 05 come from a real customer operation.
Section 01
Which Questions Do Your Reports Leave Unanswered?
Classic reporting measures how a call went, not why it happened.
Every contact centre has a standard set of metrics and they do their job well: volume, handling time, wait time, abandonment, service level. You need them to manage capacity. But all of them measure the outside of the call; none carries a single piece of information about what was said inside it.
In your report today
- How many calls and messages arrived
- Average handling and wait time
- Abandonment rate and service level
- Distribution by queue, team and agent
- The disposition code the agent picked manually
Not in your report today
- Why the customer contacted you
- How they felt at the end of the call
- Whether the issue was actually resolved
- Which topic is growing this week
- Which call carried a crisis signal
Calculator
How many customers have you actually heard from?
Enter your monthly interaction volume, the share of calls that receive a survey, and your survey response rate.
Customers you actually hear from
Heard through surveys4.8%
Read by CX Insights100%
A survey only represents customers who choose to answer. The analysis reads the conversation itself, so it waits for no one.
Section 02
What Is Inside the Conversation?
These seven items appear in no operational report.
What the items below have in common is this: none of them can be derived from metadata, a disposition code or a duration field. All of them occur inside the conversation and only become visible once the content is read.
What the customer got in touch about comes from the content of the conversation, not from a disposition code.
A closed call looks completed in the report; the customer coming back with the same issue does not.
Dissatisfaction shows up in the trend across days, not in any single call.
Customers say it on the phone before they escalate. For example “I’m handing this to my lawyer”, “I’m filing a complaint with the regulator”, “I’m posting this on social media”.
The same problem repeats across hundreds of calls; one at a time it looks unremarkable.
The most candid comment about your product is said on the phone and never reaches the product team.
Which commitment was given to the customer, and which request went unanswered, is visible only in the transcript.
Section 03
The Analysis Is Ready the Moment the Call Ends
Your team does not have to press a single button.
CX Insights runs on top of your existing Call Center Studio setup. It needs no extra integration, no separate project and no implementation effort; the entire flow is automatic. Agents do not fill in an extra field after the call and supervisors do not have to pick recordings.
The call or chat closes and the recording is captured automatically.
AI transcribes the conversation and separates customer from agent.
Category, subcategory, sentiment, resolution status, a conversation summary plus customer requests and agent actions are extracted.
The dashboard, the alerts and the weekly executive summary are ready.
Section 04
The Whole Operation on One Screen
Managers see the big picture first, then drill down where they need to.
The screen below comes from a real customer operation. Over the period, 620,597 calls and 27,823 chats were analysed. This is not a sample; it is every interaction.
The top strip sums up the health of the operation in four numbers. The section below shows which topics those numbers come from: every category row carries its own resolution rate and sentiment alongside the call and chat volume.
The dashboard does not show a fixed period; it shows the question you ask. Filter by date range, time of day, channel, queue, team, agent, call type and your own custom variables, then download the resulting view as a PDF to take into a meeting.
Without waiting for a long report
You do not always need a long report to understand the health of an operation. A handful of critical indicators tell you how the day is going, and the detail is one click away.
Section 05
Why Are Customers Contacting You?
The answer shapes everything from capacity planning to product development.
Interactions are categorised automatically. How the categories come about is your call: either the AI reads your conversations and derives the category set itself, or you define the categories from the start.
When you define them yourself, you enter a name, the definition the AI will use and example sentences that confirm the category; every definition is version controlled. In the operation shown below the categories were derived by the AI: 7 main categories with 103 subcategories beneath them.
The Most Discussed Topics at a Glance
The word cloud shows which words customers use most in conversations. The size of a word gives a quick sense of how often that topic comes up.
Section 06
Resolution, Sentiment and Crisis Signals
A problem reaches you as a trend before it grows.
Resolution rate and sentiment mean something in the trend, not in individual calls. CX Insights tracks both by day and by hour, so a decline becomes visible as it starts.
The hourly breakdown shows fluctuation across the day. Resolution dropping or negative sentiment rising at specific hours points to shift planning, the knowledge base or a training need.
Get Alerted to Critical Conversations Immediately
When the keywords you define appear in an interaction, an alert is triggered. The alert can show as a bar on screen or arrive by email.
When an alert fires, the email carries the detected phrase, the call details and a transcript preview together, so you can judge how serious it is without opening the recording.
Section 07
The Full Analysis of a Single Call
In seconds, without listening to the recording.
The dashboard describes the operation as a whole. When you need to go into a single conversation, call details, the recording, the AI output and the transcript arrive together on one screen. You reach it from the advanced call records list, which can be filtered by sentiment, subcategory or matched keyword, so you can open a set such as “calls that ended negatively and were not resolved” directly.
The label comes with its reasoning
Sentiment and resolution are more than labels. The AI writes the reason next to each judgement: why the customer left unhappy, or why the issue is not counted as resolved. That makes the output something you can question, and lets you correct a category definition when needed.
About the screenshots in this guide
Illustrative only. These screens were captured from a live deployment and the interface labels were localised for this guide. Exact wording, column names and layout may differ in your own environment depending on product version, language settings and configuration.
Categories are customer defined. The category and subcategory names shown here belong to the operation in the example. Your own set will be different, whether it is derived by the AI or defined by your team.
Anonymised data. Agent names, email addresses, customer numbers and any personal or company names inside transcripts have been masked or replaced with sample values. The category, sentiment and resolution figures are real operational data; the organisation behind the operation is not disclosed.
Section 08
Know the Customer Before the Call Starts
The analysis does not only reach the report; it reaches the agent’s screen.
Everything described so far lived on screens a manager looks at. CX Insights carries the same output into the moment a conversation begins.
If the customer has called before and that conversation was analysed, the incoming call card in front of the agent shows a summary of the last one: what it was about, whether the issue was resolved and how the customer left. The agent knows what is coming before picking up.
Why it matters
The second call after an unresolved, negative conversation is the most fragile moment in an operation. An agent who starts out knowing this does not make the customer explain everything again.
Section 09
Can You Hear Your Customers?
How many of the 15 statements below can you make today?
| Score | Level |
|---|---|
| 0-4 | In the dark |
| 5-8 | Reported |
| 9-12 | Measurable |
| 13-15 | Predictive |
Whatever your score, the next step is the same
All 15 statements become answerable once the content of conversations starts being read. Book a demo to see where your own operation stands.
Next step
See It in Your Own Interactions
This is not a case study; it is your operation.
Only your own interactions can show what customers contact you about, which category you fail to resolve and where the sentiment trend breaks down. The figures in this guide belong to another operation; yours will look different, and that is the whole point.
Call Center Studio CX Insights
No survey, no sampling: every completed interaction.
Voice, webchat, WhatsApp and social media in one place.
Sentiment and resolution labels come with the reason behind them.
Let the AI derive them, or define them yourself.
A notification fires when a critical phrase comes up.
Runs on top of your existing Call Center Studio setup.
Built around you
Your channels, your topics
CX Insights imposes no ready-made category template. Either the AI derives the topics from your conversations or you define the categories yourself; either way, the alert phrases are yours to set.
Book a demo
Let Our Team Get in Touch
Let us work through your own interactions, your own categories and your own numbers.
Questions
Frequently Asked Questions
The 9 questions that come up most when evaluating the solution.
- Is Every Interaction Really Analysed?
Yes. Every completed call and message goes through the analysis automatically; this is not a sample. In the example operation in this guide, 620,597 calls and 27,823 chats were analysed.
- Do We Define the Categories?
Either you or the AI. The AI can read your conversations and derive the category set itself; that is how the 7 main categories and 103 subcategories in the example operation came about. The alternative is user-defined categories: you enter the category name, the definition the AI will use and confirming example sentences. No template is imposed.
- What Is the Difference Between CX Insights and CX Quality?
CX Insights describes the topic and the customer: why they got in touch, how they felt, whether the issue was resolved. CX Quality scores whether that same conversation was handled according to the quality criteria you set. The two sit side by side on the same call review screen: one shows what the operation is about, the other how it is carried out. They can also be used independently.
- Are Messaging Channels Included?
Yes. Voice, webchat, WhatsApp and social media go through the same analysis and are reported on the same dashboard.
- Does the Analysis Need Extra Setup?
No. CX Insights runs on top of your existing Call Center Studio setup; it needs no extra integration, no separate project and no implementation effort.
- Can We Be Notified When a Critical Phrase Comes Up?
Yes. You define alert phrases; when one appears in an interaction, the alert shows as an on-screen bar or arrives by email.
- Can We Review a Call Without Listening to It?
Yes. The call review screen brings together category, sentiment, resolution status, the conversation summary, customer requests, agent actions and the transcript.
- Which Languages Does the Analysis Support?
More than 90 languages. If your operation runs in several languages, they are all reported on the same dashboard.
- Can We Test It With Our Own Data?
Yes. The demo runs on your own interactions, so you see the results before you decide.
Book a demo
See the Answer in Your Own Data
Walk into your next operations meeting with data from every interaction, not with guesswork.