For decades, “analytics” at
a call center consisted of reviewing recorded calls to assess outcome and agent
performance. But the ascent of speech analytics solutions has taken that
process to another level.
The recordings are still
the same – the difference is how much information each one can reveal.
For example, what words do
callers use to describe their issue? What is the tone of their voice when they
explain why they are calling? By analyzing vocabulary and emotion, a speech
analytics solution can improve the routing of calls to agents best suited to
handle them, and provide additional insight into how products and marketing
campaigns are being received.
This affects agent training
as well, as once certain repeated speech patterns and word choices are
identified, agents can be prepared in advance for them, and be ready to respond
in a way that improves the odds of a successful outcome.
There is also a predictive
quality to speech analytics that can detect where a conversation is going
before it gets there. By combining data mined from previous calls from the same
customer, specific word choices and tone of voice, it may be possible to mitigate
an angry tirade before it starts – or detect an attempt at a fraudulent
transaction before any damage is done.
And while analytics has
traditionally focused on calls, the same strategy can be used for social media
(now the first choice for millennials), as well as self-service and digital
channels. You may not be able to sense mood from a customer’s voice this way,
but contact patterns and word choice can be analyzed to determine the most
appropriate next step.
Today, however, more than
half of call centers lack any social media capabilities, much less the
analytics that make these channels important sources of customer data.
Is it time for your call center to discover the benefits of analytics?