How Centerfield is Improving Customer Acquisition with Conversation Insights

Centerfield is a prominent contact center that serves some of the largest telecom companies globally, handling an immense volume of customer interactions with 6 million inbound calls and 12 million outbound calls annually. As a customer acquisition company, Centerfield not only generates leads but also converts those leads into customers, ensuring a direct impact on their clients' growth. 

However, with such a large scale of operations, Centerfield faced challenges in gaining visibility into its customer interactions and improving its advertising strategies. The company recognized the need for real-time insights from customer calls to enhance agent performance and drive better business outcomes. In fact, Centerfield gets paid directly on customer acquisition results, meaning they needed a way to improve agent training and customer insights.

This led Centerfield to partner with Echo AI, a genAI-native conversation intelligence platform designed to analyze customer conversations at scale.

Challenges

Centerfield’s primary challenge was the sheer volume of unstructured data generated from millions of customer calls. The company needed a way to mine this data efficiently to identify key insights that could improve agent performance and inform business decisions. Before implementing Echo AI, Centerfield could only analyze a limited subset of calls, making it difficult to identify trends, opportunities, and risks across their operations. The manual process was time-consuming and not scalable, leaving many valuable insights untapped.

Moreover, Centerfield needed a solution that could go beyond just lead generation. The company wanted to ensure that every customer interaction was optimized, from the initial call to the final conversion, and that agents were equipped with the right tools and information to perform at their best.

Solution: Implementing Echo AI

To address these challenges, Centerfield began a partnership with Echo AI, starting with a proof of concept on a small number of calls. The initial success led to a full-scale implementation, allowing Centerfield to analyze millions of calls effectively. Echo AI provided a two-step process: first, mining the calls for valuable insights, and second, integrating those insights into Centerfield’s Dugout platform, which tracks user behavior end-to-end and is used to route agents for actionable results.

Echo AI enabled Centerfield to transcribe audio files and analyze the unstructured data, transforming it into deep, meaningful insights. Echo AI was able to identify both micro-insights, such as purchase intent and intent to churn, and macro-insights, which highlighted trends and opportunities across the business. These insights were then pushed into Centerfield’s existing systems, like their CRM, enabling the company to act on them in real time.

Implementation Process

The implementation of Echo AI at Centerfield was a seamless process, starting with a small-scale proof of concept and gradually expanding to analyze millions of calls. The platform’s model-agnostic approach, using a range of available models including those from OpenAI, ensured that it could handle the specific needs of Centerfield’s operations.

Echo AI’s integration with Centerfield’s existing systems, such as their telephony and CRM platforms, as well as Dugout, allowed for a smooth transition without disrupting the company’s operations. Echo AI was trained to recognize the unique aspects of Centerfield’s business model, including the different ways customers might express their needs or concerns during calls.

Results and ROI

The implementation of Echo AI has had a significant impact on Centerfield’s operations. The ability to analyze every single call has provided the company with a wealth of insights that were previously inaccessible. These insights have improved agent performance by identifying the traits of high-performing agents and highlighting areas where additional training is needed.

“It’s difficult to identify the best-performing agents if you try to do it manually, so we wanted to use some kind of technology. Prior to Echo, we weren’t doing this at scale; we were only doing this on certain clients and certain subsets of calls. We could not mine every single call. Today we’re mining pretty much every single call.”

Moreover, Echo AI’s ability to identify macro trends across millions of calls has allowed Centerfield to refine its advertising strategies and make more informed business decisions. For example, by identifying trends in customer feedback, the company can adjust its marketing campaigns in real time, ensuring that they resonate more effectively with their target audience.

Echo AI has also enabled Centerfield to automate the process of identifying and acting on key insights, freeing up managers’ time to focus on coaching and developing their teams. This has led to a more consistent and unbiased approach to evaluating agent performance, as the AI system eliminates the variability introduced by human biases.

Looking Ahead

With the success of Echo AI in analyzing call center data, Centerfield is looking to expand its use of AI to other channels. The vision is to ensure that every word from a customer, whether it’s through a call, a review, an NPS survey, or social media, feeds back into the business, providing a comprehensive understanding of customer needs and behaviors.

In the future, Centerfield aims to move from retrospective analysis to a more proactive approach, where Echo AI can anticipate issues or opportunities before they arise, further enhancing the company’s ability to deliver exceptional customer experiences.