Your point about the limitations of conversation analysis in capturing all aspects of customer service is spot on. While it excels in dissecting the verbal and non-verbal dynamics between service representatives and customers, it might miss out on broader organizational processes and protocols. To address this, interviews with managers or trainers could shed light on the overarching strategies and policies guiding customer interactions. Observing customer service procedures beyond just conversations, such as response times, escalation protocols, or follow-up procedures, could provide a more holistic understanding of the service delivery process. By combining multiple research methods, you can ensure a comprehensive exploration of customer service practices, ultimately leading to more informed insights and recommendations for improvement