Case Study: Leading Branding, Digital Marketing, and Communication Agency achieves higher outbound sales and call quality with Criteria Corp's Emotify

Call Center Uses Emotional Intelligence to Predict Performance in Reps

A leading branding, digital marketing, and communications agency wanted to understand how emotional intelligence (EI) affected success in its outbound call center. The company was specifically interested in whether reps’ ability to perceive and understand emotions would predict performance in a challenging outbound sales environment.

The agency administered Criteria’s Emotify emotional intelligence assessment to call center reps and compared scores to KPIs including call volume and length, call quality, and conversions. Results showed clear correlations: top and middle performers scored higher on Emotify than low performers, and higher EI was associated with more sales per day, longer, higher-quality conversations, and higher conversion rates.