Call center analytics software terms you should know

Sara Yonker

June 21, 2022

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When you’re shopping around for a  software solution that will help you understand your customer experience, you may find yourself introduced to a dictionary’s worth of new terms and see words used to mean different things. 

Here’s a quick reference guide of every term to familiarize yourself with as you’re reviewing your call center analytics software choices, so you know how to compare each platform with one another. 


This is the full text of a conversation, including both what the customer said and what your call center agents said. If you conduct your customer support over the phone, through an online case management system such as Zendesk, or with chat systems, you need to look at the full conversation to understand the entire customer experience.


In this context, a category refers to individual events, moments, or phrases recognized by call center analytics software. When you start using Tethr, you’ll immediately see categories identified in customer calls. A category is a key moment, phrase, or event recognized in the conversation.

Some examples of categories include nuanced emotions such as customer satisfaction or customer frustration, but can also include call handling issues such as long wait times and transfers. Tethr also detects categories on the agent side. If your customer service agent is confused, or says they’re bound by company policies that make a problem impossible for them to address, these moments will be captured and classified by Tethr. 

Category building

Unlike many other analytics tools, Tethr comes to you with the instant ability to recognize thousands of pre-built categories. That means you can start gathering business intelligence from your customer conversations as soon as you subscribe to Tethr. 

Still, you might want to teach Tethr to recognize additional categories unique to your business. For example, you may want to track when customers mention specific products you sell. We make it easy to do this by training our users as category builders, so they can create their own custom categories as well. 

Customer sentiment 

This refers to how your customers feel about you. Tethr’s conversation analytics platform recognizes indications of customer sentiment and provides you with an assessment to gauge whether your customers are happy or not. 

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QA (Quality assurance) 

Many contact centers conduct quality reviews to check and see if their agents follow prescribed scripts and complete essential tasks, such as asking for customer names or notifying customers they’re on a recorded line. Without an AI platform such as Tethr, your team must conduct QA checks manually on a small percentage of calls. When you implement an analytics platform, your QA process becomes automated, so that 100 percent of your calls get analyzed.

CX (Customer experience) 

Your customer experience is the comprehensive customer journey as they interact with you from their first contact until their last. Many contact centers focus on basic metrics, such as average handling time (AHT), call volume, and resolution rates. 

These numbers don’t tell you how well your agents performed, how easy you were to deal with for your customer, and shed light on issues that could impact customer loyalty. 

Powerless to help

If the customer service agent can’t help, it creates major customer frustration. Tethr monitors when agents indicate they are unable, not unwilling, to  assist customers due to external circumstances such as system issues or policies. When this occurs, it causes the customer to feel that the agent is not an authority.


From a customer support context, advocacy refers to the actions, attitude, and words of agents who take ownership of the customer's problem and use proactive language to assure them that their problem will be solved. 

Tethr measures advocacy and our research found that it’s one of the most important ways to reduce customer effort. Coaching your team to use advocacy language can help increase advocacy on calls.


Probing may sound like something you want to avoid, but from a customer service standpoint, it can make a difference between addressing a short-term problem and solving a problem for good. Tethr monitors conversations to see if customer service agents ask probing questions to uncover and diagnose the issue, to avoid secondary or future problems. 


A lot of products in the market promise to provide insight.It’s become a term so overused it can be difficult to know exactly what kind of information you’ll actually get when you start using a platform. When it comes to conversation analytics platforms, the “insight” refers to information that is: 

  • Metrics-based Your insights should give a precise measurement so that you know where you started and if and when you improve.
  • Valuable There are plenty of things you can measure that don’t result in better experiences or happier customers. Tethr focuses on the most important actionable insights so that you can make a difference in your business.
  • Prescriptive. The insights should tell you not just give you data points. They should clearly provide actions you can take to address problems.

Customer effort

This term refers to the amount of time, energy, and overall difficulty a customer encounters when contacting your company or resolving an issue. Our in-depth research into customer effort reveals that low-effort customer interactions lead to higher customer loyalty, and better customer experiences.

Tethr scores customer effort with a unique customer effort score, which we base on hundreds of variables. 

Artificial intelligence (AI)

AI, or artificial intelligence, refers to the ability of a software system to use machine learning to draw inferences. For example, Tethr’s AI-powered conversational analytics system learns how people naturally express emotions and draws connections between words and phrases. 

People express frustration in thousands of different ways, and we’ve leveraged the power of AI to recognize them.

Natural language processing

Natural language processing refers to the technology that goes beyond simple word and phrase recognition and captures the meaning behind what your customer says. Voice analytics and speech recognition only give you part of the picture.

To fully understand what transpires between your agents and your customers, you need an advanced AI system that captures the nuances in conversation and implied issues.

Omnichannel support

Omnichannel support gives your customers various methods to contact you, all which interconnect. When implemented, customers can contact you through social media, on their website through a chat plugin, or over the phone, and your customer service team can see the full picture of their interactions with the company.

Omnichannel support systems differ from multichannel support systems because they’re interconnected. 

Contact center analytics platforms to try

All the call center data combine to give you an overview of your service level and can provide predictive analytics based on your customer data and conversational data. 

Tethr now offers a free trial so you can see for yourself how call center analytics software can help you reach your business goals. If you’re interested in understanding more about improving your contact center performance, you can sign up for a free trial of Tethr to see how it works and upload your own calls to see analysis of your own calls.

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