“The Inner Circle Guide to Customer Interaction Analytics (5th edition)” is based on surveys with over 400 UK & US organisations. It was updated in December 2023.


Each Inner Circle Guide is available for the US and UK. 


The Inner Circle Guides are a series of analyst reports investigating key customer contact solutions and business issues. The Guides aim to give a detailed and definitive view of the reality of the implementing and using technologies, how best to address these issues, and a view on what the future holds.


Customer interaction analytics solutions offer huge opportunities to gain business insight, improve operational efficiency and develop agent performance. In fact, the list of potential applications for this technology is so high that businesses could be forgiven for being confused about how to target and quantify the potential business gains.


Interaction analytics can be used in many different ways to address various business issues. This is an advantage – it is hugely flexible – but it can also make its message to the market more complicated. However, depending upon how interaction analytics is used, it can assist in:

  • agent improvement and quality assurance
  • business process optimization
  • avoidance of litigation and fines
  • customer satisfaction and experience improvements
  • increases in revenue and profitability
  • improvements in contact center operational performance, and cost reduction.


The science of interaction analytics is yet at its zenith. Significant improvements are still being made to the accuracy and speed of the speech engines, the sophistication of analytical capabilities, the integration of various data inputs and the usability of reporting.


Recently, the integration of sophisticated AI and machine learning capabilities within the analytics solutions offers the chance to take analytics far beyond what was imagined a few years ago.



To download this report, and to gain free access to all of ContactBabel’s research and analysis, please complete the registration form at the bottom of the page.



Report contents


Supplier Directory


The Use Cases of Analytics

  • Improving Customer Experience
  • Improving Efficiency and Decreasing Cost
  • Increasing Revenue
  • Reducing Risk
  • Improving Quality
  • Increasing Business Insight

Inhibitors to Analytics


Types of Interaction Analytics

  • Speech Analytics
  • Historical / Post-call Speech Analytics
  • Real-Time Speech Analytics / Conversational Analytics
  • Sentiment Detection & Analytics
  • Text Analytics
  • Predictive Analytics & the Role of AI
  • Desktop Analytics
  • Back-Office Analytics
  • Customer Journey Analytics and its Effect on Omnichannel
  • Voice of the Customer Analytics

Current and Future Use of Analytics

  • Technology penetration rates by vertical market and contact center size
  • Usefulness of Analytics for Improving CX
  • Focus of Analytics Improvements

Implementing Interaction Analytics

  • Pre-Implementation
  • Initiators and the Project Champion
  • Cloud or Premise?
  • The Growth of Analytics in the Cloud
  • Implementation
  • Proof of Concept and Soft-Start Implementation
  • Multi-Vendor Environments
  • Measuring ROI
  • Developing the Use of Analytics
  • Resourcing Analytics Applications
  • Other Considerations
  • Key Terminology
  • Accuracy, Language and Dialects

The Future of Analytics



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