A trend is identified by examining multiple communications in a contact center. For example, a trend can be a specific issue or problem related to a product. A communication related to the trend is identified. Based on identification of the trend, a process for routing the communications in the contact center is altered.In one embodiment, different menus/items in an Interactive Voice Response (IVR) system are changed based on the identified trend. In other embodiments, communications related to the trend are identified and moved to different queues or held in queues until there is a valid response. The identified communications can be responded to automatically, by specific agents, by group mailings, and the like. In addition, prior communications that relate to the trend are identified. This allows additional responses to be sent or processes to be altered in order to provide the customer with a better quality of service.