Although there has been a rise in the use of social media and online communities, voice is still the most commonplace and is often the place where customers express their frustration before they speak out on social media. As a result, analytics have evolved to look for broader, emerging trends. This rich data can be used to correlate what your detractors or promoters are telling you and to identify the reasons that customers to leave. For example the chain of calls can be analysed to determine words and phrases that hint that a customer is about to churn. Calls that indicate a potential issue indicating an ‘at-risk’ customer can be contacted – making the contact centre proactive rather than reactive in the company’s strategy for dealing with problems and finding opportunities.