Brand and product management

Managing brands and products with customer feedback

Capture and analyze 100% of omnichannel interactions to develop insights that can drive brand and product improvement.

The best tool for brand and product management? Customer insights.

Savvy brand and product managers know that customer feedback is essential to their efforts. As your teams build strong relationships with customers and develop products to satisfy target audiences, insight into customers’ wants, needs, opinions, and experiences can help to shape product management strategy and guide brand campaigns.

If your teams are still relying on focus groups, surveys, and user testing to gather feedback, they are missing a potential gold mine of brand and product development intelligence: the thousands of calls your customers place each day to your contact centers. By analyzing and mining these audio conversations for insight, you can provide brand and product management teams with invaluable data that reveals deeper insights about the customer’s mindset.

In the past, reviewing and analyzing contact center calls was a time-consuming and costly task. Today, the CallMiner Eureka conversation intelligence platform makes it easy to analyze 100% of customer calls as well as text-based interactions via email, chat, social media, and other channels.

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

Harnessing insight from conversation intelligence

A conversation intelligence platform delivers insights to brand and product management teams by using AI and machine learning to analyze voice and text-based conversations on any channel. Conversation intelligence technology ingests and aggregates the unstructured information in a variety of customer interactions, analyzing it to uncover game-changing insights that are otherwise buried in mundane exchanges. By determining what a customer is saying, why they’re saying it, and what sentiment and emotion are driving their behavior, conversation intelligence provides clear visibility into customer preferences and demands.

The impact on brand and product management efforts can be profound. With superior product feedback tools, your teams can drive product innovation by capturing customer suggestions and uncovering preferences about product options. They can understand how customers feel about every interaction with your brand and every touchpoint on the customer journey, taking swift action to enhance product experience management and drive product improvement.

The CallMiner Eureka conversation intelligence platform

Built on two decades of innovation and experience, CallMiner is the global leader in conversation intelligence for driving business performance improvement. No other solution offers more customizable solutions or deeper customer understanding to drive better brand and product management decisions.

CallMiner Eureka is the most comprehensive platform for analyzing interactions at scale, on every channel where your customers engage with your brand and products. CallMiner can capture and analyze voice conversations in the contact center as well as text-based interactions via chat, email, SMS, surveys, social media, websites, and more. By analyzing these interactions at the deepest levels, our technology identifies patterns and customer traits that shed light on areas of opportunity as well as competitive threats.

With CallMiner Eureka, brand and product management teams can:

Innovate easily. CallMiner reveals insights from customer conversations that can drive product innovation and improve market fit. By analyzing customer feedback across channels, product teams gain inspiration for new features, products, and service offerings.

Monitor brand sentiment. By aggregating all sources of customer feedback and interactions, CallMiner delivers a complete and quantified view of customer brand sentiment.

Avoid crises. With near-real-time customer feedback, your brand management teams can gain early warning of potential brand crises and respond proactively before issues rise to the crisis level. Product teams can rely on customers to share information about product defects and safety issues that can be quickly addressed to avoid a business emergency or product recall.

Enhance product quality. CallMiner reveals customer preferences and product shortcomings that can inform the product management roadmap and drive faster product improvement.

Compete more effectively. CallMiner captures and analyzes interactions across social, ratings, and review sites to uncover competitive strengths and weaknesses of your products and brands, as well as competitor’s products that may not yet be on your radar.

Comprehensive capabilities for mining customer conversations

CallMiner Eureka provides all the tools and capabilities that brand and product management teams need to glean insight from omnichannel conversations with customers. With CallMiner, your teams can:

• Capture insight from every channel where customers interact with your brand and products.

• Understand what matters most to customers when interacting with your brand and products. CallMiner captures, categorizes, and scores omnichannel conversations to deliver the intelligence that your teams need to make better business decisions.

• Visually explore conversation intelligence data through interactive, graphical presentations. The Eureka platform provides an interactive, easy-to-use interface that lets users drill down into the feedback of a single customer or view the big-picture story that customer insights reveal.

• Improve the outcomes of customer calls by with real-time guidance for agents. CallMiner can automatically notify agents and supervisors when a call is turning negative or a customer is at risk of churn. By providing suggestions for next-best actions, CallMiner Eureka can help turn around negative calls and enhance the customer experience.

• Automate performance improvement for agents. The CallMiner platform helps improve agent performance through automated scoring, data-based feedback, and progress monitoring.

• Protect customer privacy. CallMiner can automatically identify and redact sensitive numeric data and personally identifiable information from records of audio and text-based interactions.

• Improve analytics accuracy. By enabling calls to be captured with high-fidelity, speaker-separated audio, CallMiner powers faster and more accurate speech analytics.

Why CallMiner?

The CallMiner Eureka platform enables companies to connect the dots between insights and action to drive business improvement, growth, and transformational change more effectively. By delivering the intelligence that brand and product management teams need to make better decisions, CallMiner enables teams to decide intelligently, pivot quickly, and improve exponentially.

Our technology is the product of two decades of innovation and billions of hours spent mining customer conversations for insight. With turnkey integrations and extensive automation, our platform delivers the insights that matter most, faster than any other solution on the market. It’s no wonder that CallMiner is trusted by the world’s leading organizations in healthcare, finance, retail, insurance, hospitality, travel, and more.

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Frequently asked questions.

Brand and product management encompass a broad range of tasks designed to enhance brand value and bring products to market successfully. Brand management is intended to monitor brand awareness, sentiment, and value with target audiences in order to build and nurture customer loyalty and satisfaction over time. Product management is the task of organizing and executing every step of a product’s lifecycle from ideation and design to production and market positioning.

Customer feedback is essential to teams managing brands and products. With a clear understanding of how customers feel about a brand and their experiences with products, teams can take action to address negative brand sentiment, improve product offerings, and demonstrate greater commitment to customers.

While most product feedback management solutions today focus on surveys, many brand and product management teams are turning to conversation intelligence technology to capture and analyze customer conversations across all channels. Conversation intelligence leverages AI and machine learning to extract insight from the unstructured information in calls, chat, email, SMS, web, social, and interactions on other channels. By aggregating and analyzing insights from these interactions, conversation intelligence technology can provide a deeper understanding of customer wants, desires, motivations, and behavior.


Before CallMiner, we were touching less than 1% of our calls and there was so much valuable information left untouched. We now have data at our fingertips to better serve our internal and external customers.

Abby W.

Call Quality Manager