At a recent conference of contact center leaders in Canada, a consultant took the stage and asked the audience how many of them were using what he called, ‘voice of the customer analytics.’ He defined that as speech and text analytics used to analyze customer interactions with the intention of improving the customer experience. Unfortunately, this question was met with a stony silence—only one of the approximately 60 people in the audience raised their hands. The consultant then exhorted the crowd to listen to the voice of the customer and predicted that those who didn’t do so would fall by the wayside. In fact, we are seeing our leading customer experience-obsessed customers adopting interaction analytics tools today to help drive very specific improvements in their business and in the experience for their customers. These companies are discovering what part of their service process causes customer disloyalty and why they are missing out on some sales opportunities – enabling them to take action. If you’re not already using speech and text analytics, here are three reasons why you should be:
- You can understand what is going on with individual customers to reduce churn – Using accurate search capabilities, you can comb through the masses of recorded interactions to find the ones where customers give indications of dissatisfaction or propensity to churn. Those interactions can then be followed up by specialized retention agents. The search can also be used to discover key points of dissension in interactions for customers who may have escalated their issues. This will help you better arm your agents with things to listen for and strategies to deal with increasingly frustrated customers.
- You can spot customer trends like product issues or successful campaigns – Interaction analytics provide you with insight into what is or is not working in your customer interactions. Speech and text analytics can help you automatically unearth trends in customer conversations that you may not have spotted yet. These could be product defect issues that can be passed on to engineering and product management teams for remedial actions, or it could be unexpectedly positive reactions to a new marketing campaign. Interaction analytics allow you to be proactive and respond to emerging trends before they become a major problem.
- You can help your agents provide the best customer experience possible – Effective interaction analytics trigger actions. This means that while the system is analyzing phone calls or chats or emails with customer, it can kick off workflows that route eLearning modules to agents based on specific issues uncovered during the analysis. You can also get a much better handle on any compliance breaches and head off any issues.
To learn more, check out this decision maker’s guide, based on the latest research by ContactBabel, which reveals the business value of customer interaction analytics.