Your CX team is sitting on a goldmine of customer insights. Every conversation contains signals about product gaps, user frustrations, and growth opportunities. The problem is that nearly all of it vanishes the moment the interaction ends. QA teams can manually review only a portion of all conversations, and the insights they do uncover often stay trapped in support tools, never making it to product, sales, or leadership teams. 

Watchtower changes this. We analyze all conversations and surface actionable insights for every team that needs them. Here's how companies like Faire are turning their support operations into a source of strategic intelligence.

Watchtower transforms traditional QA 

Watchtower is the always-on QA tool within Decagon’s analytics suite, and it scans customer conversations against criteria you define. Your team can automatically track the metrics that matter most, whether that’s agent performance or customer insights unique to your organization. Customers are seeing results with these spotlighted features for transforming support conversations into comprehensive product intelligence.

Voice QA: Complete conversation coverage

Watchtower analyzes voice calls alongside chat and email, giving teams complete visibility across every customer interaction channel. You can track voice-specific metrics like transfer rates and tone in high-stakes conversations where emotion and urgency come through most clearly. Then, filter and drill into the lowest performing conversations to understand exactly what went wrong and why. Instead of analyzing 2-5% of calls monthly, you’re now analyzing every interaction. 

Rubrics: Scorecards beyond "issue resolved"

Many support teams measure success with a single metric: was the ticket resolved? But resolutions alone don't capture the nuances of whether the interaction was on-brand, or if the customer was satisfied. 

Watchtower's rubrics let you create custom scorecards that further categorizes what actually matters to your brand, like tone and relevance. Each rubric supports multiple fields with their own scoring options, so you can quantify scores and track trends over time. To dig deeper, you can click into individual conversations to see the rationales behind them. You can also compare performance across agents, teams, or time periods to identify patterns.

Moving beyond binary resolution tracking means you can finally measure conversational quality at scale, building a support experience that reflects your brand values in every interaction.

Templates: Proven quick start

In an environment where you can track anything, knowing where to start can be overwhelming. We solved this by observing how real customers are using Watchtower and packaging the most valuable QA configurations into ready-to-deploy templates. These templates give you proven frameworks on day one, which you can then customize to your specific needs. Deploy proven configurations in the categories of user sentiment, conversation quality, and engagement opportunities, and start capturing insights today. 

How Faire uses Watchtower to turn support into strategy

Faire is a wholesale platform that handles tens of thousands of conversations weekly across multiple markets. To operationalize insights from their support data, Faire turned to Watchtower to analyze their feedback volume and surface actionable patterns.

Faire’s first priority was scaling QA to all of their conversations. To do this, they used Watchtower to build a comprehensive rubric tracking conversation quality with fields including resolution quality, tone and voice, and conversational flow. Within the first month, they had a clear picture of their baseline performance across all these dimensions.

Next, they launched Watchtower to monitor specific issues as they emerged. For example, when tariffs were announced, Faire's team needed to respond to customers quickly. They stood up new guidance in their knowledge base within days to handle the influx of customer questions. A custom Watchtower tracked conversation quality and user sentiment in real-time, letting them iterate immediately to continuously improve customer support satisfaction.

Today, Watchtower accelerates the loop between support insights and product improvements at Faire. It surfaces friction points, like checkout bottlenecks or SKU requests, and routes them straight to product teams, who ship fixes in response. Customers experience a product that evolves rapidly with their needs.

As Faire continues to grow, they're doing so with confidence. They know they have visibility to always-on insights, so they can continue to raise the high bar they've set for customer experience.

Your conversations are already happening

The question isn't whether valuable insights exist in your support conversations. It’s whether you're capturing what your customers are telling you.

Every day, your support team handles conversations that contain signals about product direction, customer satisfaction, and revenue opportunities. With Watchtower, those insights no longer disappear when tickets close. They become the competitive advantage that comes from truly listening to your customers at scale.

Ready to turn support into a strategic engine? Book a demo to explore how Decagon automates QA to surface actionable insights for your organization.