For years, customer preferences were treated as static, captured once in surveys or stored in CRM systems and rarely revisited.
But customer expectations constantly evolve, and many of the most valuable insights have been hiding in plain sight inside everyday customer conversations.
To find out more, we asked Jonathan “Kenu” Escobedo, Customer Success Manager at Miarec, to explain how conversation intelligence is helping contact centres capture customer preferences directly from interactions and use them to create more personalized customer experiences at scale.
Video: Customer Preferences: Every Profile Can Now Be Accurate and Actionable
Watch the video below to hear Jonathan explain what’s now possible with customer preferences and how every profile can now be accurate and actionable:
With thanks to Jonathan “Kenu” Escobedo, Customer Success Manager at Miarec, for contributing to this video.
This video was originally published in our article ‘12 Amazing Things You Can Now Do With Customer Preferences’
3 Ways to Use Customer Preferences to Improve Customer Experience
Customer preferences are no longer something contact centres can afford to treat as static.
The most valuable signals already exist within customer interactions, but many contact centres still rely on outdated surveys and assumptions instead of listening directly to what customers are saying, as Jonathan explained:
“For years, customer preferences were treated as static: captured in surveys or stored in CRMs, but they evolved and they’ve been hiding in plain sight inside customer conversations.
Today, conversation intelligence makes it possible to capture these preferences directly from interactions, and continuously feed them into systems to keep every customer profile accurate and actionable.”
To help you better capture and use customer preferences, here are three practical ways to get started:
1. Capture Preferences Where They Naturally Occur
Contact centres should move beyond surveys and guesswork and instead start capturing preferences directly from real customer interactions, as Jonathan explains:
“Capture preferences where they naturally occur. Organizations should move beyond surveys and guesswork and start capturing preferences directly from real interactions.
Calls, chats, and emails are where customers naturally express their needs and expectations. By analysing these conversations, businesses can access richer, more authentic signals, revealing not just what customers want, but how they want to engage.
This shifts preference capture from a static manual process into something continuous, scalable, and far more accurate.
Calls, chats, and emails are where customers naturally express:
- Their needs and expectations
- How they prefer to communicate
- What matters most during an interaction
By analysing conversations at scale, organizations can uncover richer and more authentic customer signals, revealing not only what customers want, but how they want to engage.
This transforms preference capture from a static, manual process into something continuous, scalable, and far more accurate.
2. Operationalize Preferences Across Systems
Capturing customer preferences only creates value if those insights are actively used, and contact centres should ensure that preference data is automatically integrated into:
- CRM platforms
- Routing systems
- Agent workflows
- Customer engagement tools
This allows every interaction to reflect what is already known about the customer.
Whether that means adapting communication style, prioritizing speed, or tailoring the resolution approach, personalization becomes part of day-to-day operations rather than an occasional enhancement.
When preferences are embedded into operational systems, customer experiences become more consistent, seamless, and relevant across every touchpoint.
“Operationalize preferences across systems. Capturing preferences only matters if they’re used. Organizations should ensure these insights are automatically integrated into CRMs, routing systems, and agent workflows.
This allows every interaction to reflect what is already known about the customer. Whether that means adapting communication style, prioritizing speed, or tailoring resolution approaches.
The goal is to embed preferences into day-to-day operations so personalization becomes consistent, not occasional.”
3. Design Experiences Around Preference Patterns
Contact centres should also look beyond individual preferences and identify broader patterns in how customers choose to engage. For example, some customers may prioritize:
- Speed and efficiency
- Detailed guidance and reassurance
- Self-service options
- Human interaction and support
By grouping customers based on these behavioural preferences, contact centres can design journeys that better align with customer expectations, as Jonathan continued:
“Design experiences around preference patterns. Organizations should also look beyond individuals and identify patterns in customer preferences.
By grouping customers based on how they prefer to engage – such as those who value speed versus those who prefer guidance – teams can design journeys that better match expectations.
This enables more intuitive, seamless experiences across channels and touchpoints, while still operating at scale.”
This enables more intuitive and frictionless experiences across channels while still operating efficiently at scale.
From Static Profiles to Living Customer Insight
Modern customer preferences are constantly evolving, and contact centres need systems that evolve with them.
By using conversation intelligence to continuously capture, connect, and apply customer preferences, contact centres can move beyond generic service models and deliver experiences that feel more personalized, relevant, and effortless.
The goal is no longer simply collecting customer data, but turning every interaction into an opportunity to better understand and serve the customer next time.
Author: Robyn Coppell
Reviewed by: Jo Robinson
Published On: 26th Jun 2026 - Last modified: 30th Jun 2026
Read more about - Video, Artificial Intelligence (AI), Customer Experience (CX), Customer Feedback, Customer Service, Jonathan Kenu Escobedo, MiaRec, Personalization, Service Strategy, Technology Enablement Strategy, Videos
