In today's world, education is becoming increasingly important, and more young people are seeking to continue their educational path. To assist applicants, universities are opening call centers that take calls from graduates and their parents to help resolve issues. However, this topic has not been explored in the scientific community. Some universities conduct surveys on the quality of the admission process, but this data is intended for internal use rather than for publication in open access. Also, surveys do not always contain information about the call center, even though it is an important source of knowledge for applicants from other cities. The relevance of the study lies in understanding how the call center can be modernized, which, in turn, will improve the quality of the admissions committee's work and allow applicants to obtain information faster and more easily. The article describes the method of marking call data and further analysis of the data received by the call center of the admissions committee University (St. Petersburg) in order to identify the main topics on which applicants ask questions. В статье был проведен метод разметки данных звонков и дальнейший анализ полученных данных, поступающих в колл центр приемной комиссии университета (г. Санкт-Петербург) с целью выяснить основные темы, по которым абитуриенты задают вопросы.