Teams pick a use case from a slide (“automate billing”), design a workflow from tribal knowledge, configure rules, test in a lab, then discover live calls are driven by something else—app UX confusion, scheduling friction, or a policy gap. Voice is harder than chat because easy interactions already digitized; remaining calls are messier and more emotional.
Ask three uncomfortable questions early: What do recordings say our top drivers are? Which of those are actually automatable with clean data? Who owns exceptions when the agent is wrong?