Loud and Clear: Why Call Quality Is Still a CX Differentiator

Picture a contact centre staffed with skilled agents, each conversation shaping brand perception and customer loyalty. But what happens when the fundamental quality of the call falls short? It can make or break these pivotal moments. Crystal-clear conversations build trust; poor connections fuel frustration. 

Loud and clear: Why calls still count

Despite the rise of digital interactions, live calls remain a primary channel for customer service, with 64.1% of inbound interactions still taking place via phone (ContactBabel 2025). This isn’t just a statistical preference—it’s a real need echoed by countless frustrated customers on Reddit, Quora and review sites who, when they can’t find the customer service number, let alone make it through the call queue and IVR, are voicing their dissatisfaction.  

It’s a level of disapproval many companies can’t afford, especially in industries where differentiation by product or price is limited—such as utilities. However, in any sector, when customers do reach a human agent, they expect to be heard—literally!  

Technical call quality in 2025

While cloud technology may have revolutionised the contact centre, one truth remains: infrastructure matters. A voice call is only as strong as the network that supports it. When calls drop, lag, or sound distorted, even the most well-trained agent struggles to salvage the experience. 

Cloud solutions may seem to offer freedom from physical infrastructure, but in reality, digital channels, growing internet usage, and the demands of AI all place increasing strain on the networks that support cloud-based voice communication.  

Key issues impacting call stability: 

• Latency: The delay in transmitting voice data, leading to noticeable lags or echo effects.  

• Jitter: Irregular arrival of voice data packets resulting in choppy or broken sound. 

• Packet loss: Missing voice data packets result in distorted or incomplete audio. 

• Dropped calls: Network failures, signal interference and bandwidth constraints cut conversations short.   

• Bandwidth limitations: Insufficient bandwidth can compress audio or cause disconnections.  

• Environmental interference: Background noise and physical obstructions impact call clarity.  

The solution? Network optimisation, bandwidth management and quality headsets all help, but choice of provider is just as critical.   

Odigo’s global infrastructure advantage

Odigo boasts a global infrastructure with multiple Points of Presence (PoPs) and carrier-grade telco installations on every continent. This geographical proximity helps reduce latency and ensure call stability.  

In addition, direct partnerships with telco operators worldwide allow Odigo to bypass transit carriers, improving reliability while offering competitive pricing for high call volumes. 

To measure voice quality, the industry relies on the Mean Opinion Score (MOS), which rates calls on a scale from 1 (poor) to 5 (excellent). With deep telecom expertise, Odigo consistently achieves MOS ratings above 4.36, ensuring frustration-free, high-quality conversations. 

In customer service, clarity isn’t a luxury—it’s the foundation of great interactions.  

Beyond sound: The hidden cost of poor quality

Call quality isn’t just about what can be heard—it’s about how a conversation flows. A dropped connection, long delay, or choppy audio doesn’t just disrupt communication; it erodes trust. 

A poor-quality call forces customers to work harder—repeating themselves, struggling to understand, or even calling back to confirm details. This not only damages the customer experience but also increases operational costs. 

On the other hand, seamless voice quality allows conversations to flow effortlessly, making the quality of communication the real differentiator. This is why Quality Monitoring (QM) is evolving—not just to capture conversations but provide insights into what constitutes quality service from the customers point of view.  

Technology is redefining call quality

Beyond technical quality, the way contact centres assess and improve subjective call quality has also transformed. What was once a time-consuming manual process offering a fragmented and incomplete picture of service quality is now powered by AI. Richer insights, emerging trends and best practices can be quickly and easily identified, driving proactive service enhancement. Here’s how: 

• Automatic transcription: Transcripts allow supervisors to quickly read exchanges without listening to the full conversation.  

• Call summaries: By highlighting specific issues or providing a general summary, supervisors can quickly assess if an evaluation is needed.  

• In-depth NLU analysis: Natural Language Understanding (NLU) identifies sentiment, detects pauses, and classifies calls so supervisors can filter and focus according to priorities.  

• Call categorisation: Understand fluctuations in call drivers with visibility on trends and the ability to focus in on intents of interest.      

Instead of reacting to call quality issues after they happen, organisations can now anticipate and prevent them—delivering a consistently high standard of service. 

The call quality maturity scale: From frustration to excellence

Call quality exists on a spectrum. Where an organisation falls on this scale directly impacts customer experience, operational efficiency, and brand reputation. 

1. The basic requirement: A call that stays connected 
   Customers expect that calls won’t drop—yet when they do, frustration spikes as they redial, navigate IVRs again, and re-explain their issue. 

2. The next step: A call without disruptive glitches 
   Poor audio—whether choppy, robotic, or delayed—creates friction, making even successful interactions feel frustrating. 

3. A functional call: Seamless connection to an agent (without omnichannel visibility) 
   The call connects smoothly, but the agent lacks context from previous interactions, forcing customers to repeat themselves.  

4. An optimised call: Clear connection with omnichannel visibility 
   The agent has full context, avoiding unnecessary repetition—but overly rigid scripting may limit personalisation and human connection. 

5. The gold standard: Expertly coached agents with AI-enhanced quality monitoring 
   Calls are not just clear but engaging. Agents receive ongoing coaching and best practice insights powered by AI-enhanced quality monitoring. This level of call quality transforms service from functional to exceptional, driving loyalty and brand advocacy. 

By moving up this maturity scale, organisations don’t just improve call quality—they build customer connection.  

Conclusion: Stable connection, quality conversations 

In customer service, clarity is power. Crisp, reliable voice interactions don’t just make conversations easier—they allow the quality of your agents’ skills to stand out. Better conversations lead to happier customers, stronger relationships, and a true competitive edge. 

Odigo’s CCaaS solution blends telecom expertise with cutting-edge quality monitoring, helping organisations deliver standout service where it matters most: in the moments that define customer trust. 

To find out more about AI-enhanced quality monitoring, read out blog: 

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