From Calls to Context: How Contivio and Claude Turn NetSuite into a System of Intelligence

The future of customer intelligence is here.

For years, NetSuite has served as the system of record for transactions, orders, and cases. But the reality is that most of what drives customer satisfaction and retention doesn’t live in structured ERP data. It lives in conversations, in what customers say, how they feel, and the signals they send before they churn.

That’s where Contivio comes in. By capturing and transcribing every customer interaction, Contivio pushes structured conversation data directly into NetSuite. Once inside NetSuite, the Model Context Protocol (MCP) makes that data accessible to AI tools such as Claude. This allows AI to reason over customer conversations alongside core ERP data, transforming every call, chat, and message into intelligence that can be queried, analyzed, and acted on in real time.

Turning Conversations into Context

Imagine a customer call coming into Contivio. The moment it connects, NetSuite automatically pops the customer record, showing every order, every case, and every previous interaction.

Contivio adds something even more powerful. It captures the entire conversation layer, including transcripts, AI-generated summaries, sentiment, and key topics, all automatically logged inside NetSuite.

Now you are not just tracking what customers did; you are understanding what they said and how they felt.

By pushing this structured interaction data into NetSuite, Contivio ensures that it becomes part of the same dataset used by the Model Context Protocol (MCP). This means AI tools like Claude can query that information directly, turning every customer interaction into accessible, actionable intelligence within NetSuite.

Making Data Queryable with MCP

Contivio transcribes and pushes customer interactions such as calls, chats, and messages directly into NetSuite, where they sit alongside core ERP records including orders, invoices, and support cases.

Because that data now resides inside NetSuite, the Model Context Protocol (MCP) makes it accessible to AI tools such as Claude. This is what allows AI to query and reason over both structured ERP data and the unstructured conversational context that Contivio captures, giving business leaders a complete and actionable view of their customers.

This connection turns NetSuite into a living intelligence system where customer conversations become searchable, measurable, and strategically useful.

Claude in Action: From Insight to Action

Take Jack’s Surfboards as an example. Claude analyzes Contivio’s interaction data directly inside NetSuite to identify issues before they escalate.

-Eight high-risk customers were flagged for churn.
-$1,500 in revenue was identified as being at risk.
-Five payment link failures represented $2,434 in potential loss.
-A single dismissive agent interaction put a $1,080 order at risk.

Claude also generates keyword heatmaps that show where frustration lives, surfacing terms such as cancel, refund, delay, wrong size, and never buy again.

These insights are not just metrics. They represent the customer’s voice, structured and searchable inside NetSuite for the first time.

Real-Time Operational Awareness

From that same dashboard, Claude identifies which agents need coaching, which systemic issues are impacting P&L, and which interventions are saving revenue.

In the Jack’s Surfboards example, one team lead personally recovered five customers on the verge of leaving, saving $2,434 in total revenue. Claude pinpointed the root cause, a technical failure in the payment link system, and flagged it for immediate action.

This is not just analytics. It is operational awareness powered by AI and made possible by Contivio’s conversational data.

Why It Matters to Leadership

With conversational context now queryable inside NetSuite, executives gain visibility into the signals that traditional dashboards cannot show.

• CFOs can identify revenue risk before it appears in financials.
• CEOs can understand the true causes behind churn or loyalty.
• COOs and CX leaders can track service gaps before they impact performance.

This unified visibility turns customer interaction data into a strategic advantage, empowering leadership to act earlier and smarter.

A System of Intelligence, Not Just a System of Record

When Contivio, NetSuite, and Claude work together, something new happens.

Contivio captures what your customers say.
NetSuite tracks what your teams do.
Claude interprets both to reveal why things are happening.

The result is a complete, contextual view of your business where structured and unstructured data come together in one intelligent system.

Together, Contivio and NetSuite are redefining customer intelligence, transforming NetSuite from a system of record into a system of engagement and insight. Every conversation becomes part of a unified, queryable source of truth that drives smarter decisions and stronger performance.