The call center is one of the most important touchpoints in the customer journey. When things go wrong, it’s often the first place people turn. How those interactions are handled can make or break the relationship.

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In this article, we’ll look at why customer experience (CX) matters in the call center, how it impacts the broader organization, and practical, expert best practices to help your team deliver faster, more empathetic, and more effective customer experiences. If you’re looking to improve call center performance, these insights will help you create better outcomes for your customers and your business.

In this article:

• Why customer experience matters in the call center
• The call center’s ripple effect across the enterprise
• Expert call center best practices to improve CX
• Elevate call center CX with CallMiner
• Frequently asked questions

Why customer experience matters in the call center

The experience customers have in the call center affects how they feel about your brand. Each interaction is an opportunity to earn trust or lose it.

Support calls happen because something went wrong. Customers might be confused, frustrated, or stuck in a broken process. Your product is doing something unexpected, or your manual isn’t making sense. Whatever the case, there’s an unresolved issue in front of your customer support agent.

How that moment is handled leaves a lasting impression on the customer. Was the agent attentive to their needs? Were they quick to solve the problem? Did the customer feel heard and respected? Customers remember those details.

Negative experiences lead to churn. Positive experiences build loyalty, boost customer lifetime value (CLV), and foster positive word-of-mouth. One interaction can be the difference between a customer continuing to do business with you, or taking their business to your competitors.

Call center interactions shape customer relationships at a critical point. When the experience is strong, everything else—retention, satisfaction, reputation—gets stronger too.

The call center’s ripple effect across the enterprise

What happens in the call center doesn’t stay in the call center. Every interaction with a customer is an opportunity to receive signals about broken products, service shortcomings, unmet needs and new trends. When those insights are captured and shared across the business, they can drive better, more informed decisions everywhere else.

Marketing teams can get real world feedback on messaging and campaigns. Product teams hear directly from customers about what’s unclear or where features fall short. Operations teams spot patterns in product or service breakdowns or operations inefficiencies. The contact center becomes an intelligence hub for the entire organization.

A well-run call center does more than resolve customer issues. It identifies root causes, surfaces friction points before they lead to churn, and creates a closed-loop feedback mechanism that helps every team, from engineering to executive leadership, stay closer to the customer.

Expert call center best practices to improve CX

1. Leverage conversation intelligence. “Conversational intelligence is a combination of machine learning and natural language processing technology. Instead of relying on surface-level assessments of written or spoken information, conversational intelligence leverages the adaptive powers of artificial intelligence (AI) to spontaneously deduce intent, sentiment and meaning from such data. This makes it possible for teams to assess large numbers of interactions much more deeply and in a relatively short amount of time.” - What is conversational intelligence?, CallMiner; X/Twitter: @CallMiner

2. Encourage active listening and empathy. “Contact center agents should actively listen to their callers to enhance the overall customer experience. Active listening is like giving them a megaphone for their voices. Pay attention, ask questions, and show that you truly hear them.

“Empathy is the glue that keeps conversations sticking together and contributes to a positive customer experience. Demonstrate empathy by understanding their perspective and acknowledging their feelings.

“Show callers that you’re genuinely interested in their concerns by actively listening. Pay attention to what they’re saying, ask clarifying questions, and avoid interrupting. This approach will not only build trust and rapport but also significantly improve the customer experience in your contact center.”

- 6 Ways to Provide Great Customer Experience in Your Call Center, Insite

3. Provide regular agent training. “Well-trained agents are the cornerstone of exceptional customer service. Providing regular training helps ensure your agents stay current with product knowledge, customer service techniques, and company policies. More importantly, it helps them address customer inquiries accurately and efficiently.

“In addition to technical training, focusing on soft skills development is equally important. Training agents in emotional intelligence, active listening, and conflict resolution equips them with the tools to better handle customer concerns. These skills allow agents to empathize with customers, manage difficult situations, and create positive, personalized interactions that result in higher customer satisfaction.”

- Troy Blankenship, Improve Call Center Customer Experience: 6 Tips, Dialpad; X: @dialpad

4. Prioritize agent engagement. “Keeping agents motivated is essential for maintaining high service standards. Recognition programs that highlight outstanding performance, career development opportunities, and fostering a positive work environment can significantly boost morale, as well as technology adoption.

“Highlighting employees who are strong adopters of the technology you implement and celebrating how their performance numbers improve will encourage others to adopt the technology. Engaged employees are more likely to be enthusiastic about their work and committed to providing excellent customer service.”

- Jon Burg, How to Improve Call Center Customer Service, TechSee; X: @techsee_me

5. Map the customer journey. “Companies in every vertical are focused on delivering better customer experiences. Understanding the customer journey is a great place to start. By mapping points of interaction across channels, you can gain a better view of the many paths that lead your customers to greater engagement and conversion – or cause them to abandon your business for a competitor.

“Even more important than charting the many steps on a customer journey map is understanding how customers feel about those interactions. Which customer journey touchpoints are improving their perception of your brand, and which are driving them to look for satisfaction somewhere else? Which interactions leave them impressed with your customer service? Which confuses them to the point of frustration? Understanding your customers’ opinions and emotions about their experience with your brand is the most effective way to enhance the customer journey.

“The CallMiner conversation analytics platform can help you answer critical questions that can lead to a better customer journey. With AI-powered analysis of every customer interaction, CallMiner delivers deep insight into the mind of your customer.”

- Customer journey: The best customer journeys are built on deeper insights, CallMiner; X: @CallMiner

6. Look to unsatisfied customers for insights. “Listen to those who are dissatisfied and act on their advice when it rings true, as they often provide valuable insights into gaps in your service.

“Dive into the details of their experience—perhaps the issue began with a Twitter interaction, escalated to an email, and culminated in two phone calls.

“Map out the entire customer journey to uncover patterns and bottlenecks. This approach not only resolves the immediate problem but helps you identify systemic improvements that can prevent similar issues in the future, enhancing your overall service quality.”

- Megan Jones, 31 Tips to Improve Customer Satisfaction, Call Centre Helper; X: @callcentrehelp

7. Build a robust knowledge base. “Institutional knowledge is essential for scaling customer service. Instead of relying on informal conversations between agents to identify trends, a centralized knowledge base ensures that valuable insights are documented, organized, and accessible to all.

“With the right call center solution, you can centralize data on call volume, customer issues, and agent performance—making it easier for both agents and managers to act on critical information.”

- Caitlin Barrett, How to improve call center customer service: 15 best practices., Webex Ahead; X: @webex

8. Centralize customer data. “Many businesses are now deploying centralized customer data management solutions, like a data management platform, customer relationship management (CRM) or customer data platform (CDP), that gather all that disparate customer data into a single silo, so it can be combined into a unified profile for use across an enterprise.

“This way, when a customer gets to that call center rep, the rep has information about the customer on hand, such as purchase history, and perhaps with some AI-assisted interactive voice response (IVR) technology, even the tone and mood of the caller are available. A unified view of the customer across channels is essential to delivering relevant, frictionless support, especially as agents face growing complexity in inquiries and customer behaviors.”

- Scott Clark, How to Improve the Call Center Customer Experience, CMSWire; X: @cmswire

9. Create a team dashboard to gamify performance. “A team dashboard is an effective way to address common issues like agent motivation and inconsistent service levels. Displaying key call center metrics — handle time, first-call resolution, customer satisfaction, and sales — in real time creates transparency and accountability. Incorporating gamification elements, like points and leaderboards, adds a layer of healthy competition and encourages agents to strive for better results.

“Plus, publicly recognizing top performers is a great way to boost morale and foster a positive team environment. It’s a straightforward strategy that can make a real difference in overall call center efficiency and agent morale.”

- 25 call center best practices for management, CX, and more, Zoom; X: @Zoom

10. Empower agents to make decisions. “Trust your agents to make real-time decisions that benefit the customer. Giving them the authority to resolve issues on the spot without always needing to escalate speeds up service and creates a more satisfying experience. Equip agents with the guidelines and boundaries they need to make informed decisions, which will boost their confidence and inspire trust in customers.”

- Amelia Colquhoun, Top 10 Ways to Improve CX in the Call Center, SQM Group; X: @SQMGroup_

11. Offer self-service solutions. “Self-service options allow customers to get answers and address difficulties independently.

“Provide intuitive self-service portals, knowledge bases, and automated technologies that allow customers to obtain information and complete tasks at their leisure.

“Enabling self-service cut wait times as well as agent workload.”

- Patik Salia, 10+ Call Center Best Practices for Better CX, Knowmax; X: @Knowmaxai

12. Reduce wait times. “Long hold times and call queues are among the top reasons for customer frustration. When someone reaches out for support, being stuck in a seemingly endless wait can make them feel like just another number, rather than a valued customer.

“This is where Interactive Voice Response (IVR) technology steps in as a game-changer. IVR systems help manage high call volumes by efficiently routing customers to the right departments or enabling them to handle simple tasks on their own, like checking account balances, updating personal details, or tracking order statuses, without ever speaking to a live agent.”

- 10 Tips to Improve Customer Satisfaction in Call Centers, Sycurio; X: @Sycurio

13. Listen to the Voice of the Customer (VoC). “Companies must keep their ears to the ground to listen to customers’ voices. Fortunately, gathering feedback through surveys can give companies a source of info on what’s bugging their customers or what they expect from the company. Analyzing that data can help businesses spot where to step up and make the customer experience something to write home about.

“When companies show they genuinely care about what customers say, they build loyalty that keeps people coming back for more transactions, which keeps businesses alive. In addition, by investing in tools like CRMs and sentiment analysis software, businesses can analyze data much more easily and make smart moves based on what customers tell them.”

- Ben Walker, Ways to Improve Customer Service in Call Centers, Ditto; X: @benjaminwalker

14. Improve the call flow. “An effective way to improve customer experience is by managing the call flow. Investing in the right customer experience technology can significantly improve this process.

“A good example of this is using a phone system to help the call flow work much more efficiently. It can allow easy transfer between agents to ensure the process is as seamless as possible. Investing in one of the best VOIP phones will add value to the customer experience, as well as assist agents.

“Natural Language Processing (NLP) can also assist with managing call flow. It is currently used across a wide range of sectors for both inbound and outbound calls. For example, Auto attendants are becoming more popular in call centers. They can manage initial calls, deciding to direct them to an agent or provide an automated answer.”

- Sam O’Brien, 5 Ways Call Centers Can Improve The Customer Experience, Invoca; X: @Invoca

15. Deliver an omnichannel experience. “A great customer experience doesn’t happen in a silo. Customers expect consistent support no matter the platform — whether over the phone, email, chat, or social media. An omnichannel approach ensures that customers can seamlessly switch between communication channels without losing context, ensuring their experience is smooth from start to finish.”

- Call center customer experience improvements: 6 critical steps, AskNicely; X: @asknicely

16. Preserve the context of conversations. “Speaking of context, customers don’t just want to be able to contact companies on any channel, they want a consistent experience, with as few friction points as possible. No customer likes repeating themselves when they’re transferred to a new agent or move to a new communication channel.

“With this in mind, it’s worth ensuring you can preserve context in conversations, giving your agents access to cross-channel history and valuable data whenever they respond to a customer. This not only creates a more consistent experience for customers, but it also supports agents by ensuring they can access all the right information to enhance a discussion, without multiple apps.”

- Rebekah Carter, 10 Ideas to Improve the Contact Center Experience for Agents and Customers, CX Today; X: @cxtodaynews

17. Identify pain points in the customer journey. “It’s important to proactively stop issues in their tracks by anticipating where customers may experience pain points throughout their journey with your products or services. With a proactive approach, you can truly elevate your overall customer experience to the next level.

“Detailed analytics and reports can help you do this. Many tools allow you to build customized dashboards and reports so you can improve your internal operations and processes.

“For example, you may identify that several customers experience similar challenges during the onboarding process. You can work with your team to create more resources and customer training around those problems. Or if your business model consists of an ongoing payment plan, you may identify that customers stop actively using your products at the 3-month mark and you can create a process where your team reaches out to customers at that time to highlight more features and developments.

“Proactive customer support will keep customers happy and inclined to continue supporting your business, and potentially even provide positive feedback.”

- Denise D’Arienzo, 6 Steps To Improve Customer Experience in a Contact Center, net2phone; X: @net2phone

18. Offer customer callback. “For high-volume call centers, implementing customer callback options can greatly improve customer satisfaction. Automated callbacks let customers avoid waiting on hold, allowing them to receive a callback when an agent is available or when works best with their schedule. Callback services cut the rates of abandoned calls by at least 32%.”

- Eljohn Macaranas, 12 Actionable Ways to Improve Call Center Customer Service, GetVOIP; X: @getvoipreviews

19. Use skills-based hiring. “Great customer service starts with skills-based hiring. The best call center agents don’t necessarily have tons of experience or a fancy resume. Instead, applicants can stand out for their strong communication skills and qualities like empathy and problem-solving.

“Frontline reps with the right qualities can handle a range of interactions more efficiently. Hiring candidates with these essential soft skills also minimizes call center turnover rate, saving extra training and recruitment costs.

“Our research suggests that highly skilled reps are 27 times less likely to attrit than those with fewer skills. Large enterprises use skills-based hiring to lower bad hire rates by 400%”

- Chandal Nolasco da Silva, 16 Best Call Center Tips for Customer Services, Hiring Branch

20. Set expectations with customers. “Is there anything more frustrating for a customer than being left in the dark? Transparency and clear communication can prevent miscommunication and reduce frustration. Call centers should aim to provide updates about wait times, transfer details, and the expected resolution process to keep customers informed.

“Transparency goes beyond handling individual calls. When changes in service policies or terms arise, it’s important to communicate them openly with clients to build trust.

“Additionally, if a problem will take longer than expected to resolve, it’s better to set realistic expectations rather than promising a quick fix. Customers tend to appreciate honesty and are more likely to remain patient when they understand the situation.”

- Justin Hill, Top Strategies for Improving Customer Experience in Call Centers, Convey Five

21. Provide real-time agent guidance. “Real-time guidance uses artificial intelligence (AI) and machine learning (ML) to monitor conversations, most often between customers and customer service agents in the contact center. Based on pre-determined parameters, such as scripting compliance, customer statements or competitive mentions, real-time alerts can help agents more effectively navigate through customer interactions. The right tools also enable supervisors to monitor agent performance, empowering them to support agents through conversations, such as escalations, as needed.”

- How real-time agent guidance enhances customer experience, CallMiner; X: @CallMiner

22. Deliver personalized customer experiences. “Microsoft's Global Customer Service report states that 72% of customers expect agents to have information about who they are, their purchases, and previous interactions with the support team.

“Unfortunately, this aspect is often overlooked when determining how to improve CX in contact centers.

“Now, a call center might receive hundreds of calls daily, and adding a personal touch to every interaction can be a mammoth task. However, when a customer dials into a call center, the last thing they need is a disinterested agent repeating robotic instructions without understanding the actual problem.

“Small actions, like addressing a customer by name or swiftly retrieving their details from the CRM database, can go a long way in boosting customer experience in call centers.”

- Kirti Saini, How To Improve Customer Experience In Call Centers, SquadStack; X: @SquadStackTeam

23. Reduce agent burnout. “Burned-out agents struggle to provide good service, which leads to unhappy customers and higher attrition rates. Implementing strategies to alleviate pressure and balance workloads can also lower attrition.

“Agent burnout happens when tasks, stress, and emotional strain become overwhelming. Employees can feel fatigued and disengaged, making them more likely to leave their roles.

“On the flip side, companies that manage agent workloads and support their well-being often deliver better CXs.

“It’s also crucial to keep an eye on high-performing team members. One study suggests that more engaged call center agents are usually more burned out. Creating a healthier, more balanced work environment can improve performance and job satisfaction as well as retention.”

- Chandal Nolasco da Silva, 16 Best Call Center Tips for Customer Services, Hiring Branch

24. Maintain adaptability to meet changing customer needs. “Every customer is different—you should be able to handle surprises, sense the customer’s mood, and adapt with empathy and consistency. This also includes a willingness to learn, as providing good customer service is a continuous learning process.

“Customer service involves navigating challenging situations that can change frequently. The best way to manage difficult circumstances is to prioritize the tasks that require the most attention. It’s up to customer support teams to prioritize each case according to the immediate need of each issue and the order in which you received their ticket.”

- How to improve customer service: a step-by-step guide, SurveyMonkey; X: @SurveyMonkey

25. Infuse every interaction with positivity. “Positivity is a powerful tool when it comes to customer relationship-building. With 89% of consumers being more likely to buy again after a positive customer service experience, it’s worth injecting some positivity into customer interactions.

“Providing positive solutions – such as a refund or discount, product replacement, simple fixes or even pointing customers in the right direction for a self-solve can help customers to feel good about their call center experience. It’s not just about giving positive resolutions, either – even using positive language when interacting with customers can make a big difference.

“You should try:

• Sending out customer surveys post-call center contact to understand what approach makes the largest impact on customer satisfaction metrics, or adopting AI to uncover this insight automatically, without even needing to ask
• Scoring agents based on how friendly and positive they are in each interaction, so agents know what they’re doing and where to improve”

- The top 20 call center best practices, Qualtrics; X: @Qualtrics

Elevate call center CX with CallMiner

Improving customer experience in the call center requires visibility into every conversation, every moment of friction, and every missed opportunity. That’s where CallMiner can help.

CallMiner Eureka analyzes 100% of customer interactions across channels, including voice, chat, email, and more. Instead of relying on random call sampling or post-call surveys, you get a complete view of what’s working and what’s not. You can see why customers are calling, how agents are responding, and where conversations are breaking down.

With real-time agent guidance, sentiment analysis, and performance coaching, Eureka helps teams take action in the moments that matter. Supervisors can coach more effectively, and agents can respond with more empathy, clarity, and confidence. And business leaders can identify patterns early enough to make real improvements, before issues impact the bottom line.

The tips in this article are easy to implement when supported by the right technology. CallMiner turns conversations into actionable insights, helping call centers deliver better service, build customer trust, and drive business results. Request a demo today to learn how CallMiner can help you put these tips into action.

Frequently asked questions

What role does AI play in improving call center CX?

AI enhances call center CX by analyzing large volumes of customer interactions to uncover sentiment, intent, and behavior patterns. It powers real-time agent assist, automates routine tasks with chatbots, and identifies experience gaps—all of which lead to faster resolutions, improved personalization, and more consistent customer experiences.

What’s the best way to measure call center CX success?

Success is typically measured using metrics like Customer Satisfaction Score (CSAT), Net Promoter Score (NPS), First Call Resolution (FCR), Average Handle Time (AHT), and Customer Effort Score (CES). Analyzing these alongside qualitative insights from customer feedback and conversation intelligence provides a holistic view of CX performance.

How can call centers personalize customer interactions?

Call centers can personalize interactions by using data from previous engagements, purchase history, and customer profiles to tailor responses. AI-driven tools also help agents understand sentiment and intent in real time, enabling more relevant, empathetic, and effective communication.

What’s the impact of poor call center CX on a business?

Poor call center CX can lead to customer frustration, increased churn, negative word-of-mouth, and lower customer lifetime value. It erodes trust in the brand and can damage reputation, making it harder to retain existing customers or attract new ones.

How can call centers use Voice of the Customer (VoC) data?

VoC data helps call centers understand customer needs, expectations, and pain points. By analyzing surveys, feedback forms, and interaction transcripts, teams can identify trends, uncover root causes of dissatisfaction, and prioritize improvements that directly enhance customer experience.

What’s the future of call center CX?

The future of call center CX lies in AI-driven automation, proactive service, omnichannel engagement, and deeper customer insights. As technology evolves, call centers will increasingly blend human empathy with machine intelligence to deliver faster, more personalized, and emotionally resonant support.