Brand insights

How to gain deeper understanding of brand perception

The CallMiner Eureka conversation intelligence platform analyzes 100% of interactions with customers to reveal critical insights with brand intelligence.

The brand insights hidden in customer conversations

When monitoring brand perception and working to improve brand awareness, many companies overlook one of the best sources of brand insights: the conversations that occur every day between customers and employees. Customers are not hesitant to share their opinions about a brand and its products and services across a variety of channels – including social media, email, chat, web surveys, and telephone conversations with customer service agents. These interactions are filled with the kind of unsolicited feedback that can deliver a deeper and more meaningful understanding of the wants, needs, emotions, and opinions that drive customer behavior.

As the global leader in conversation intelligence technology, CallMiner delivers essential brand insight that can help you to improve corporate messaging, optimize campaigns, manage brand crises, and influence brand sentiment. With the CallMiner Eureka platform, you can mine every customer conversation for insight to create more personal, human connections between your customers and your brand.

The Forrester Wave™: Conversation Intelligence for Customer Service, Q3, 2023

The power of conversation intelligence for brand management

Managing brands has become increasingly complex with the rise of social media and digital communications. Customers can effortlessly share their experiences, and their comments can ricochet through social media with incredible speed. Brand sentiment can change quickly and is influenced by a host of factors – interactions with employees, experiences with products and services, and even comments by the CEO On Twitter.

Staying ahead of evolving brand sentiment is critical. Conversation intelligence technology empowers you to monitor the pulse of brand perception in real time, so you can take swift action to capitalize on opportunities and remediate threats and issues.

Unlike other brand experience software, a conversation intelligence platform like CallMiner Eureka captures all the information in omnichannel interactions with customers. By converting this information to structured data that can be searched and analyzed, conversation intelligence software enables you to quickly and easily extract powerful brand insights that drive more effective personalization, optimize messaging, enhance campaign decisions, and support brand innovation.

The CallMiner Eureka conversation intelligence platform

CallMiner Eureka is the most comprehensive platform for analyzing omnichannel customer interactions at scale. By capturing 100% of interactions across every channel, CallMiner can interpret sentiment, pinpoint emotion, and identify patterns that lead to a more significant brand insights and a deeper understanding of the customer’s mindset.

The CallMiner platform offers an integrated collection of products for harnessing the power of conversation intelligence.

• Analyze is the control center of the platform, providing tools to automatically score every audio and text-based interaction with customers. Analyze transcribes speaker-separated text from speech and gives you the ability to categorize, search, share, and discover brand insights from every conversation.

• Coach provides tools for monitoring, analyzing, and optimizing agent performance at scale. Supervisors can use Coach to identify agent performance trends, target behavior for guidance or reinforcement, and create a persistent culture of improvement.

• RealTime drives better outcomes in customer conversations by providing real-time guidance for agents and supervisors. RealTime interprets conversations to identify escalating agitation or customers at risk of churn. By providing next-best action guidance, RealTime helps to turn around negative interactions and improve customer experiences.

• Visualize provides tools for creating shareable presentations that allow stakeholders to visually explore conversation intelligence data. Users can customize and annotate presentations to communicate big picture themes as well as granular details that reveal insights into customer behavior and agent performance.

• Redact automatically redacts personal information and sensitive material from audio and text-based communications to protect the privacy of customers.

• Record offers a full-featured recorder that enables live monitoring and instantaneous playback to drive improved transcription and analytics.

• Screen Record gives supervisors greater insight into every aspect of agent and customer interactions, helping to improve customer experiences.

Driving loyalty and value through brand insights

With comprehensive solutions in CallMiner Eureka, your brand and marketing teams can accomplish several critical objectives.

Enhance strategy and execution of campaigns

Conversation intelligence with CallMiner can help identify which messages and channels are resonating best with target audiences and evaluate their responses in near-real time. CMOs can monitor market response to campaigns to optimize messaging and improve results. By scanning for positive market responses, marketing teams can fuel creative iterations on campaigns. And teams can uncover useful market-generated content to create or inspire authentic campaign messages and content.

Optimize crisis communications

CallMiner Eureka enables superior brand crisis management by providing early warning signs of a potential brand crisis. By monitoring contact center interactions for indicators of customer concerns and complaints, brand management teams can proactively respond to and resolve issues before they become full-blown crises.

Monitor evolving brand sentiment

By accurately measuring and analyzing brand perception and drivers of attraction, CallMiner enables companies to better understand how the brand is perceived in the mind of the consumer and analyze strengths, weaknesses, and threats. CallMiner also provides competitive brand intelligence by comparing brand awareness, attributes, and sentiment to competitors.

Why CallMiner?

CallMiner’s industry-leading technology is built on two decades of innovation and billions of hours of customer conversations that have been mined for brand insights. By connecting the dots between insights and action, CallMiner enables companies to more effectively identify areas of opportunity to drive business improvement. Our technology empowers organizations to decide intelligently, pivot quickly, and improve exponentially.

The CallMiner Eureka platform is trusted by the world’s leading organizations across many industries to provide rich behavioral insight based on real-time conversations with customers. Real-time and post-interaction automated scoring and frontline coaching help to bridge the gap between insight and action. And automated, sensitive data redaction within a PCI-certified hosted model ensures the security of every customer conversation.

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Frequently Asked Questions

Brand insights are critical pieces of intelligence about a company’s brand and how it is perceived by customers, prospects, and the public.

Brand insights can help to improve customer awareness of and trust in a brand. Companies rely on brand insights to inform brand strategy, improve the customer journey, personalize marketing communications, and build deeper connections with customers.

While brand insights can be derived from many methods, conversation intelligence technology is one of the most effective ways to collect comprehensive and accurate information about a brand. Conversation intelligence captures and analyzes every conversation between customers and employees across all channels. By converting the unstructured information in these interactions into structured data that can be searched, scored, and analyzed, conversation intelligence allows brand management teams to extract a deeper understanding of brand sentiment, perception, and awareness.


We kicked off the program with our customer care division, and expanded globally to supply chain, product, marketing and other departments.

Robin Gomez

Director of customer care innovation, Radial