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Conversation Intelligence: The Key to Better Customer Relationships

Unlock the power of conversation intelligence and transform your customer relationships. Discover how analysing customer interactions can lead to better communication, higher satisfaction rates, and increased revenue

Estimated reading time: 7 minutes 43 seconds


In an age where the costs of acquiring a customer (CAC) is growing, and competition is becoming even more intense, support teams need the best tools available to manage customer interactions. Enter Conversation Intelligence (CI); a vital asset in giving businesses an edge in leveraging data to determine what resonates with their customers to improve the customer experience and increase customer retention.

However, many business leaders have yet to take advantage of a cohesive CI system's opportunities. With the market for conversational artificial intelligence (AI) projected to hit 1.25 billion USD globally–over 1 billion GBP–there's no time like the present to find a CI solution that fits your business.

Knowing why this software matters in customer relationships is the first step toward improving your service. This article will explore the importance of this software to ensure that you know what you can expect to gain by implementing a complete CI solution.

What is Conversation Intelligence?

Conversation intelligence (CI) lets businesses capture customer conversations in real-time through basic call recording. These data-driven systems then use AI, machine learning, and natural language processing (NLP) to record, transcribe and gain insights from the conversations.

Customer intelligence tools such as speech analytics software is a massive contributor to how businesses navigate customer interactions. Companies see an average 81% increase in their ROI from speech intelligence technology, making it a vital part of many teams’ strategy.

CI gives businesses resources to find helpful details about customers and what they want from their products, service and overall experience. CI software can process information from typed speech, such as chatbot transcripts, or verbal speech, like customer support calls.

Key Features

Good conversation intelligence software tool includes several key features that enable it to provide meaningful insights and improve customer support.

Firstly, it should incorporate machine learning and natural language processing (NLP) to automatically identify keywords, topics, and sentiment.

Sentiment analysis, in particular, is a crucial feature for customer support, as it can help businesses understand how customers feel about their products, services, and interactions with agents. With sentiment analysis, businesses can proactively address issues and improve customer satisfaction by identifying and addressing negative and positive sentiment in real-time. This is likely why in 2023, it’s expected that over 80% of companies will have adopted sentiment analysis technology to improve the customer experience.

Secondly, a good CI tool will also have robust reporting capabilities, allowing businesses to track metrics and KPIs such as first call resolution, average handle time, and customer satisfaction. This is vital data that can be used to optimise your processes and keep your customers happy.

Key Benefits

Conversation Intelligence (CI) software is a powerful tool that provides several benefits to businesses of all sizes.

Firstly, it can help organisations gain valuable insights into customer behaviour and preferences by analysing interactions between agents and customers. This analysis can then be used to identify patterns and trends, enabling businesses to make data-driven decisions.

Additionally, CI software can enhance agent performance by providing real-time feedback and coaching, helping agents to improve their communication skills and increase customer satisfaction.

Ultimately, by leveraging the power of CI software, businesses can optimise their customer service processes, improve the customer experience, and get immediate insights into call centre operations to make informed and prompt decisions

How Conversation Intelligence Improves Customer Relationships

Strengthening your customer relationships is critical to the success of your organisation. Fortunately, conversation intelligence software can help you achieve this. By analysing interactions between agents and customers, businesses can rapidly identify pain points, common issues, and areas for improvement in their customer service processes. These insights can then be used to optimise customer interactions and personalise the customer experience.

With the real-time feedback that’s only possible with CI software, your organisation can also improve agent performance and ensure that each customer gets the best possible service. Your customers will appreciate the fact that their problems can be solved quickly and effectively and your relationship with them will be reinforced.

Understanding Customer Needs and Preferences

Imagine having someone who would listen to every single minute of thousands of hours of phone calls happening between your customers and your call centre. Now imagine that this person had a perfect memory and an amazing ability to cut through that mountain of raw data to deliver just the critical insights that matter when it comes to the needs and preferences of your customers.

This would be nearly impossible for a human or even a team of humans to achieve. However, with AI technology, companies can unlock this vital data.

CI software lists and analyses conversations between your agents and your customers and uses sentiment analysis to read between the lines and identify exactly what the customer is asking for and what they’re preferences may be.

For example, some of your customers may prefer to have their problem solved as rapidly as possible with very little social interaction. On the other hand, others may prefer a little more communication and explanation of how the issue can be avoided in the first place. Conversation Intelligence can determine how often your customers ask for similar solutions and can point you in the right direction to deliver the best possible experience for your customers.

Personalising Communication and Interactions

Conversation intelligence software can analyse and interpret customer data to gain insights into customer preferences, behaviours, and past interactions.

By using this data, call centre agents can tailor their communication style and messaging to better meet the individual needs and expectations of each customer.

Plus, CI software can also be used to automate certain aspects of customer interactions, such as routing calls to the most appropriate agent or providing personalised responses to frequently asked questions.

A Gartner survey in 2019 showed that brands could lose up to 38% of their customers due to poor personalisation efforts. However, with CI, your organisation can deliver personalised, engaging service to your customers, increasing satisfaction and improving customer loyalty.

Identifying Areas for Improvement in Customer Service

In large customer support teams, it can be difficult to identify underlying issues that are negatively impacting your overall customer service. CI software analyses all interactions and can highlight common issues like long wait times, unclear IVR instructions, or a lack of effective problem-solving.

At the end of the day, your business' customer service is only as good as your individual agents. CI software can help you improve the quality of the service that your agents provide by analysing key metrics such as first call resolution, average handle time, and customer satisfaction. This can help you figure out where agents need additional training or coaching.

Given that 33% of global consumers believe that getting issues resolved in a single interaction is the most important part of a positive customer service experience, CI’s ability to assist in identifying customer issues is crucial.

Enhancing Sales and Support Strategies

Analysing your customer conversations means you can better understand the sales and support strategies that work and those that don’t.

For example, if your CI software flags a consistent issue your customers are having with your product, you could eliminate that flaw and then use the update as a key part of a marketing campaign. You could also incorporate this adjustment into your sales calls, helping you to overcome common objections.

Studies have shown that higher customer satisfaction leads to higher customer loyalty and, as a result, higher profits. Happy customers also often provide referrals through word-of-mouth, driving more loyal customers to your business.

Implementing Conversation Intelligence in Your Business

Ultimately, implementing advanced conversation intelligence tools in your business can contribute massively to improving your customer relationships. However, there are some things to remember when implementing CI software that can make or break your success.

Consider the following to understand how to properly implement CI technology into your customer service model.

Selecting the Right Conversation Intelligence Tools

When looking for a conversation intelligence tool, there are several key features to consider.

Automatic call transcription is essential for converting calls into text for easy analysis and search.

Sentiment analysis helps identify customer satisfaction and pain points, while auto-tagging categorises calls based on criteria such as call type or customer profile.

And tying this all together, an effective search capability allows managers to quickly locate keywords or phrases within call transcripts to identify trends and issues.

By incorporating these features, a conversation intelligence tool can provide valuable insights into customer behaviour, agent performance, and overall business operations.

If your conversation intelligence tool is not scalable, you may be left in the lurch. Keep in mind that even a great tool may prove ineffective if it’s too complicated to learn. No matter how tech-savvy you and your team are, your new CI system should be easy to use or it may not be used at all. All intelligent platforms do require a learning curve, but some systems will take longer than others.

Integrating Conversation Intelligence into Existing Systems

Implementing a new conversation intelligence platform doesn’t mean eliminating your existing systems. A quality CI tool will allow you to integrate the software into your existing systems to help you access the insights you need in real-time.

For example, Cordless integrates with lots of different tools, to enable you to track all interactions from one place. It also features CRM integrations with platforms like Hubspot, Intercom, and more.

These integrations let businesses streamline their data and automate repetitive tasks that take time away from essential business operations. Additionally, this can help ensure that you remain compliant with strict regulatory requirements and protects your customers throughout the customer journey.

Training Employees to Utilise Conversation Intelligence Insights

The final step to a successful CI software implementation is training your employees for success.

Employees must know how to use the insights provided by this system to ensure that they act effectively and make more informed decisions for their business.

Work with a software provider that can ease your journey by training your team on how to effectively use conversation intelligence and best practices.

Conclusion: Conversation Intelligence Builds Stronger Customer Relationships

Conversation intelligence tools are powerful assets for building strong customer relationships. Remember the following essential components to understanding CI:

  • Conversation intelligence (CI) lets you capture customer conversations in real-time

  • Top CI software includes features for automatic call transcription, sentiment analysis, auto-tagging, content search, and call highlights.

  • CI benefits companies by facilitating efficient QA, spotting customer issues, and providing instant insights.

  • CI improves customer relationships by identifying customer needs and preferences, personalising customer communication, noticing areas for improvement, and enhancing sales conversations.

  • Implementing conversation intelligence requires choosing a quality CI tool, integrating this tool into your existing systems, and training employees to utilise CI insights to the fullest.
Luba Chudnovets
Co-Founder and CEO