Contact centres handle vast volumes of customer interactions every day. Historically, only a small percentage of those conversations were ever reviewed or analysed, often through random sampling for quality monitoring.
That meant a huge amount of valuable customer insight remained buried in call recordings, unused and untapped.
To find out what contact centres can do we asked Ben Willmott, Principal Solution Consultant at Route 101, to explain how generative AI is unlocking these hidden insights
Video: Staying Ahead With QA & Call Recording
Watch the video below to hear Ben explain how to stay current with Quality Assurance and Call Recording, and how it’s now possible to understand sentiment and reasons for contact too:
With thanks to Ben Willmott, Principal Solution Consultant at Route 101, for contributing to this video.
This video was originally published in our article ‘How to Stay Ahead in QA and Call Recording’
3 Ways Generative AI Unlocks Hidden QA Insights
1. Listening to 100% of Interactions
One of the biggest advantages of generative AI is its ability to automatically analyse every single customer interaction, not just a small sample, as Ben explains:
“The advent of generative AI has meant that we can listen to and effectively automatically score and evaluate 100% of interactions.”
This means contact centres can evaluate 100% of conversations for quality, sentiment, and key topics without manual effort.
Instead of relying on selective monitoring, AI listens at scale, offering a complete view of what customers are saying and why they’re reaching out.
2. Turning Conversations Into Actionable Insight
AI doesn’t just score calls, it interprets them. It can identify sentiment, detect reasons for contact, and highlight emerging trends, which transforms previously hidden data into a rich source of insight.
These insights aren’t limited to the contact centre, Ben continued:
“As well as evaluating them for quality, we can understand the topics, the sentiment, the reasons for contact, and all of that data which was previously untapped in those recordings can be a real rich source of information, that not just the contact centre can use to improve its own operations, but that we can share with the business.”
When shared across the wider organization, they provide a clearer picture of the customer experience and help different teams, from product to marketing, make smarter decisions.
3. Driving Contact Centre Improvements
When used effectively, this level of insight helps contact centres understand their customers better and respond more strategically.
“If used correctly that insight can be really, really valuable in helping the business to understand the voice of the customer and how it can better serve those that it speaks to through its contact centre on a daily basis.”
It enables teams to address root causes, improve products or services, and enhance customer experiences across every touchpoint.
Generative AI gives contact centres the tools to move from reactive problem-solving to proactive, data-driven decision-making, which benefits both operations and the wider contact centre.
Author: Robyn Coppell
Reviewed by: Jo Robinson
Published On: 15th Jan 2026
Read more about - Video, Artificial Intelligence (AI), Ben Willmott, Generative AI, Quality, Route 101, Videos
