How Speech Analytics Helps You Turn Customer Insights Into Action
Everyone is talking about the power of speech analytics and with good reason. It can improve contact center agent training, provide greater levels of customer understanding and drive business transformation.
According to a recent Sitel Group study, in the traditional call center environment it takes on average 32 minutes for a supervisor to listen to and analyze a single eight-minute call then a further 28 minutes for a QA analyst to go through the same call.
“That’s completing typical quality forms, checking boxes, filling out Excel sheets and it’s just for one call,” explains Cristopher Kuehl, VP, Client Insights and Analytics at Sitel Group. “That time doesn’t include call hunting and picking.”
A Faster Way to Measure Contact Center Quality
If an organization is committed to delivering better customer experiences, this approach to tracking call quality, identifying areas for agent coaching and gaining customer insights leaves them at a major disadvantage – but until recently, there was little alternative. Enter speech analytics.
“Everyone is focused on improving the customer experience and we firmly believe that to do so you have to have your hand on the knob of the agent interaction. That’s where you can improve CX,” says Jeff Gallino, CTO and founder of CallMiner.
Employing speech analytics removes the need to manually sift through thousands of calls to find an outlier or to identify specific types of customer behavior. It also eliminates the need to listen to any call in its entirety.
“We can deliver the exact part of the call that you need to focus on,” Kuehl states. “For example, we can find a moment where there was dead air and understand what caused it. If it’s a training gap or a poor connection. That’s an area of opportunity that traditional QA data didn’t have the ability to isolate and drive you towards.”
With the right speech analytics solution at the heart of your contact center you can capture the information in 100% of calls, automatically transcribe them as text and integrate them with data from your social media and email channels. All of this information can be processed in real time and offer supervisors and coaches the insights they need to continually improve agent performance in line with customer sentiment.
“The coaching solution provides immediate insights. It gives coaches everything they need to have meaningful conversations with agents and know what they need to drive,” continues Kuehl. “Coaches can look at every aspect of the team and then drill down. Even when everything is green, there are also trending values. Is performance trending upwards or downwards?”
But coaching is simply one aspect. Speech analytics integrates with existing systems and processes for monitoring customer satisfaction to provide what Gallino calls “guidance feedback.”
“A survey popping up on a website at the end of a visit, or being asked to stay on the line to answer some questions. That’s solicited feedback and it’s after an interaction,” explains Gallino. “Then there’s transactional feedback, what’s flowing through your CRM system. But we don’t get the opportunity to ask for unsolicited feedback so that we can listen to what customers are saying at the moment of interaction.”
If you could pull survey results and CRM data together with insights being gained at the point of contact, you would have guidance feedback, a real-time picture of how your CX is performing plus further understanding of your company’s strengths and weaknesses when it comes to products and services. These insights could then be used by your agents during interactions to deliver a differentiated service.
“For example, imagine a customer talking to an agent in a contact center and saying they would much rather have a product in red. The agent says it’s only available in blue and so the customer takes it,” elaborates Gallino. “Your CRM says this customer likes blue. The post-call survey says everything went great. But the unsolicited feedback that was once only available by listening to every call manually says the customer is disappointed the product isn’t in red.”
By blending solicited, transactional and unsolicited feedback together, speech analytics delivers guidance feedback which could have, in Gallino’s example, even prompted the agent to adjust the script to make a blue product sound better, for instance saying it’s more affordable or it has a better battery life.
However, even with its use of cutting-edge artificial intelligence and the fact that it already handles over 1 trillion words a year; CallMiner on its own is just a tool. Implementation is key.
“There are a lot of benefits of implementing speech analytics; however, if you don’t have the right people or empower the process, it’s a really awesome Mercedes just sitting in the garage,” warns Kuehl. “It’s not doing anything for you.”
The Best Insights Require a Partnership
And this is why Sitel Group and CallMiner are in partnership. The CallMiner platform provides potentially invaluable CX data while Sitel complements it with the expertise to know which data to prioritize, how to analyze it, and how to apply the findings to drive CX.
“We can deliver the CallMiner licensing direct, stand up the product and put together the functional organization you need,” Kuehl says. That means coding and building the back end, identifying the conversational cues and categories to build the scorecards for QA monitoring and coaching, performing all of the statistical correlations the causation analysis and, through careful project management, ensuring your company’s IT and telephony organizations are working in harmony.
“It’s about driving your metadata and iterating on the product. It’s about working together and developing the governance to ensure we’re being successful and it’s about delivering the training you need so you know how to use the tools and understand best practice,” Kuehl adds.
With the right toolset and the right partners your organization will be able to identify the root cause of customer behavior, to understand why certain customer types keep calling back, identify training gaps and empower agents with the tools and insights they need to resolve more calls more quickly.
To discover more about how speech analytics can revolutionize your customer experience, check out our Turning Insights into Action webinar in association with CallMiner and Forrester Research.