What you can learn through your recordings is a huge, untapped amount of customer understanding. When you can integrate that data with your overall analytical plan, you get deeper, holistic view into how you’re engaging with your customers.
Speech analytics looks at call recordings and is able to extract relevant concepts and convert them into usable data. The data can then be integrated with customer records (CRM), attached to transaction history, and persisted in any number of ways. The advantage of applying speech analytics to customer interactions that occur within the
contact center is that you are also able to preserve the context of the interaction as part of that data record. This gives you the knowledge of who the agent was, who the customer was, when they called, and what their inquiry was. You can also get metrics around the non-verbal pieces of the recording – how much silence was there? What kind of tempo? And even metrics that correspond to sentiment such as agitation or confusion can be captured.
A comprehensive analytical plan will encompass the many ways data is used within an organization to understand customers: who they are, what they do, what they prefer, and even predict what they are likely to do next. This is why it’s important that a contact center isn’t silo-ed, especially the data that the contact center is capturing. This is vital because when the data that speech analytics creates is integrated with broader enterprise data analysis, your customers’ behavior can be shared within the broader service department. This sharing creates deeper customer comprehension but it can also improve future customer outcomes and anticipate emerging customer needs.
More and more the contact center is becoming the hub of customer engagement. As speech analytics can provide richer data to that engagement, it can augment and even drive a deeper understanding on what enterprise knows about its customers as a whole creating a more proactive, predictive customer experience.
See more on Aspect’s speech analytics here.