A customer signal is an observable indicator in a contact-center interaction that points to what the customer is trying to achieve and how the interaction is trending. Signals can be explicit (e.g., “I want to cancel”) or implicit (e.g., rising frustration, repeated questions, long holds, or multiple transfers).
Operationally, customer signals matter because they help teams detect issues early, route or escalate appropriately, and standardize responses to common moments that drive outcomes. Tracking signals across calls supports coaching, QA calibration, and process fixes by showing which cues predict repeat contacts, churn risk, compliance exposure, or successful resolution.
