Enhancing Call Center Performance with AI Voice Analysis

Callboxs is a Bulgaria-based BPO company with over 15 years of experience in customer service, telemarketing, and knowledge process outsourcing (KPO). Known for their flexibility, process transparency, and emphasis on innovation, they operate as an extension of their clients’ teams. With multilingual capabilities and a strong focus on delivering measurable results, Callboxs supports clients across Europe in building high-performing, responsive campaigns.

Callboxs runs specialised outbound campaigns to promote or upsell telecom products such as mobile plans, devices, and broadband services. During live campaigns, agents conduct hundreds of calls daily.

Each campaign is based on a specific script, but adherence and performance vary across agents. Traditionally, supervisors would manually select and review a small number of calls at the end of each day to assess operator performance. This method was time-consuming, limited in scope, and failed to uncover deeper patterns in customer interactions—making it difficult to explain why certain calls led to conversions while others did not.

Key challenges included:

• Inability to scale performance monitoring across all calls.
• Limited visibility into agent adherence to campaign scripts.
• Missed opportunities to identify successful or problematic call behaviours.
• Labour-intensive and subjective quality control processes.

To address these challenges, PCG proposed an AI-powered voice analysis solution built entirely on AWS. The goal was to automate the transcription and evaluation of calls, helping supervisors move from anecdotal evidence to complete campaign oversight. Instead of relying on manual sampling, the new system would enable full-scale analysis of all agent calls—giving the Callboxs team daily visibility into performance trends, script adherence, and conversion drivers.

The solution was developed as a proof of concept, focusing on seamless integration of AWS services and building a lightweight web application to manage files, trigger analysis, and display results. By using Large Language Models (LLMs) through Amazon Bedrock and real-time transcription via Amazon Transcribe, the tool offers deep insights into what happens in each call, how closely agents follow scripts, and where improvements can be made.

Key Technologies Used:

• Amazon Transcribe: Converts audio recordings into searchable text.
• Amazon Bedrock: Provides large language model (LLM) capabilities to compare transcripts against predefined scripts and extract performance insights.
• Custom Knowledge Base: Enables campaign-specific context to be incorporated into the analysis.
• AWS Lambda & API Gateway: Creates an event-driven, serverless workflow.
• Amazon Cognito: Handles secure user authentication for the platform.
• Amazon S3: Stores audio files and processed results.

Intuitive Web-Based Interface

The solution includes a lightweight web application designed to make the entire workflow intuitive and accessible. It allows supervisors and analysts to interact with call data in real time—uploading audio files, viewing AI-generated summaries, and tracking adherence to campaign scripts in a centralised dashboard.

Key features include the ability to:

1. Upload and manage audio recordings.
2. Access generated reports and summaries.
3. Review agent performance against campaign scripts.

The successful conclusion of the Proof of Concept phase demonstrated the potential of AI to transform call centre quality control processes. By leveraging cloud-native automation, Callboxs was able to shift from reactive spot-checking to proactive, data-driven oversight of its operations. The system provided detailed insights into every call, making it easier to understand what was working, where sales opportunities were lost, and how agents could be coached more effectively.

• Proof of Value: The PoC validated that AI can reliably transcribe and analyse large volumes of call data, offering insights far beyond manual sampling.
• Improved Visibility: For the first time, Callboxs could see script adherence and conversational quality across an entire day’s calls, not just a handful.
• Time Savings: Supervisors spent less time manually listening to calls, freeing them up for higher-value coaching and strategy work.
• Actionable Insights: The AI highlighted key moments in calls—missed upsell opportunities, deviations from the script, and successful phrasing—enabling data-driven follow-up.
• Scalability Confirmed: The architecture supports full rollout, with the ability to handle the daily call volume across campaigns.

Next Steps: Scaling AI Voice Analysis Across Campaigns

Following the successful completion of the PoC, Callboxs plans to scale the solution across all campaigns and call agents. Future enhancements will include:

1. Automated call scoring.
2. Real-time feedback loops.
3. Dashboards for agent comparison and continuous improvement.

These next steps are designed to build on the proven foundation of the PoC and ensure long-term impact through deeper integration and wider adoption.

The Value of a Proof of Concept for AI

The success of the Callboxs Proof of Concept highlights how organisations can explore the benefits of AI—a powerful yet often unfamiliar technology—in a low-risk, results-driven environment. Even had the results been negative, the PoC would have delivered valuable insights about feasibility and fit—helping avoid costly missteps down the line.

In this case, the PoC not only proved that AI-driven voice analysis was technically feasible, but also showcased clear operational benefits and a scalable path forward. It’s a low-risk, high-reward approach that enables innovation to be tested, refined, and confidently adopted.

Public Cloud Group (PCG) supports companies in their digital transformation through the use of public cloud solutions.

With a product portfolio designed to accompany organisations of all sizes in their cloud journey and competence that is a synonym for highly qualified staff that clients and partners like to work with, PCG is positioned as a reliable and trustworthy partner for the hyperscalers, relevant and with repeatedly validated competence and credibility.

We have the highest partnership status with the three relevant hyperscalers: Amazon Web Services (AWS), Google, and Microsoft. As experienced providers, we advise our customers independently with cloud implementation, application development, and managed services.