“The biggest difficulty in improving customer satisfaction was a lack of usable data. EXL solved this through recording every call the contact center handled.”

Companies are looking to transform their contact center operations to improve customer experiences and gain a competitive. This has meant adding new methods of engaging with customers for most businesses. EXL’s research shows that 67% of companies state the need to communicate with customers across their preferred channels is driving their transformation efforts. The effects of this push for new communication methods can be seen in every industry. Customers can now file an insurance claim online, open a bank account using an app, or receive updates about an upcoming flight from an airline’s text notification.

One consequence of all these new channels for communications is that the contact center has actually increased in importance for delivering high-quality customer experience. Customers reach out to contact center representatives when their issue is too complex to be solved over chat, email, or through self-service channels. By augmenting human contact center representatives with data-driven insights and innovative technology, these inquiries can be completed quickly, easily, and without the need for any follow-up calls or contact.

“ By proactively communicating with these customers, the number of customers calling back was reduced, and customer satisfaction improved.”

A leading insurer recognized this, and reached out to EXL for help transforming its contact center operations. EXL used speech analytics to help the client decrease average handling time (AHT), improve first-call resolution, and ultimately increase customer satisfaction.


We used our deep domain experience in analytics, contact center operations, and insurance to help the client determine the best course for improving the way it interacted with customers.

The biggest difficulty in improving customer satisfaction was a lack of usable data. EXL solved this through recording every call the contact center handled. The recordings were converted into text, which was then analyzed to determine what factors were affecting customer satisfaction. EXL deployed advanced analytics that enabled every one of these recorded calls to be examined, a more comprehensive approach than traditional Lean Six Sigma techniques where only a sample of calls are examined when determining how to alter a process. This resulted in building up a treasure trove of customer data to work with.

Based off this information, the root causes of issues could be identified and resolved. As an example, EXL identified that many customers were calling with questions about the status of their first payment after signing up for a policy. By proactively communicating with these customers, the number of customers calling back was reduced, and customer satisfaction improved.


The data gathered from these analytics was instrumental in augmenting agent effectiveness. By taking a holistic look at the data, EXL could identify areas where representatives were falling short. The agent training program could then be altered to address these issues. As a result, the time it took to get a new agent trained and making their numbers was cut in half.

This information could also be fed to individual agents on a near real-time basis. Agents and their supervisors could examine analyses of their calls and see whether they may require training in specific products, or need to work on their soft skills. This personalized, data-driven feedback was critical in helping improve customer service.


Based on EXL’s efforts, the client was able to transform their contact center operations. By using data to improve agent training, solve the root causes of issues, and analyze every call instead of a small sample, customer satisfaction ratings were significantly improved.



  • Client needed to transform contact center operations to improve customer experience
  • EXL applied its deep domain experience in contact center operations and speech analytics
  • Recorded, converted to text, and analyzed every phone call to identify factors affecting customer service


  • Augmented agent training programs with data to cut the amount of time it takes to train a new agent by 50% 
  • Customer representatives receive real-time insights into their performance using data, improving customer service


  • 31% reduction in AHT
  • Customer callbacks reduced by 16%
  • Customer satisfaction improved by 9.3%

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