Why you (still) don’t know what your customers are saying

BUSINESS

|
Image: Karl Reed. By BiztechAfrica
Karl Reed

By Karl Reed, Chief marketing & solutions officer at Elingo

You may have numerous assessment tools in place to measure your contact centre efficiency. But unless you personally listen to every call received, you probably don’t know what your customers are really saying.

You certainly don’t know what department they like best, what their gripes are with your company, and what they plan to do about it.

This is because the average contact centre measures its efficiency with cold, hard numbers: call volumes, call duration, speed of resolution, number of escalations and automated satisfaction ratings.

This, many may feel, gives them a pretty good idea of their levels of customer satisfaction – right? Wrong.

You may have an excellent view of call volumes and duration, but you still don’t know exactly what your customers are saying, in what context, and what that means for your business. Service isn’t about numbers. You need to know - are your customers delighted?

Even contact centres using traditional speech analytics primed to seek out certain keywords don’t deliver the subtle nuances of human conversation. Some contact centres more geared to understand what their customers are saying actually employ staff whose job is solely to listen to recorded conversations to assess the sentiment behind the words. In a large call centre, this means a handful of staff are trying to assess thousands of calls. This is not only impractical and expensive, it also delivers feedback on a mere fraction of the total available information.

What is needed is context-aware speech analytics that not only spots keywords, but also key phrases, which are easier to detect. Statements such as “I want to close my account” or “I want to terminate my account” should trigger an instant alert via pop-up, SMS or email to a supervisor or relevant department, who can immediately step in to avert a problem.

There’s a desperate need to not only understand what lies behind customer complaints, but to also integrate this knowledge into every facet of your business. Because if you know what your customer is really saying every time they call, you will be able to adapt your business strategy and processes accordingly.

What if a customer has regular cash flow, so he looks like a good credit risk on paper, but in reality, he frequently calls a contact centre to make late payment arrangements? The credit department should be aware of this, in order to make a more considered decision the next time that customer applies for more credit. With an intelligent speech analytics tool, this information would be gathered and integrated into all enterprise systems in real time, allowing all relevant departments to view a complete picture of a customer’s interaction with your company.

The scene is set for truly intelligent interaction analysis, to close the loop in customer service.

Our customers have been waiting a long time for a tool like this, which is why we are delighted to be bringing to market Interaction Analyzer™, a revolutionary real-time speech analytics tool for customer interaction centre systems. The Interaction Analyzer application is part of the Customer Interaction Center™ (CIC) all-in-one suite of products, which makes it quick and easy to deploy by leveraging the CIC architecture. It intelligently logs unlimited chosen keywords or key phrases, triggering alerts in any number of ways, and integrating into enterprise systems to deliver real-time, complete records and analysis of customer interaction. Built from the ground up using a new breed of intelligent speech analytics tools, Interaction Analyzer™ helps complete the picture to deliver a revolutionary overview of everything you need to know about your customer.



Share the News

Get Daily Newsletter

Search News

comments powered by Disqus

MORE BUSINESS NEWS

Collymore: PPP transparency to fuel Africa’s renaissance

Africa’s renaissance will be fueled by transparent partnerships between governments and private businesses working to improve the livelihoods of the continent’s population, Safaricom CEO Bob Collymore has predicted. Read More

Lack of technology bane of Nigeria’s SMEs, says Matt O’Bell chief

Bola Olayinka, Ademide Malumi and Dare Ojo-Bello Aside financial constraints, the non-application of technology has been identified as one of the constraints of small and medium enterprises (SMEs) in Nigeria. Read More

Telecom M&A and digital convergence to lead deal activity in Africa

TMT Finance is teaming up with IHS Towers, the largest mobile telecommunications infrastructure provider in Africa, Europe and the Middle East, to bring an international audience to Africa’s technology hub, Lagos, for the first event of its kind in Nigeria. Read More

Reach for Change Africa calls for strengthened social entrepreneurship

Reach for Change Africa is calling on social entrepreneurs, NGOs and government to play their role in strengthening the social entrepreneurship sector in Africa on International Day of Youth 2016. Read More

Stanford Seed Entrepreneurs join top Silicon Valley business leaders at Global Summit

Afolabi Abiodun, CEO of Nigeria-based telecommunications company SB Telecoms, couldn’t quite believe his eyes as he stood on Stanford University’s bustling Silicon Valley campus recently.  Read More

Etisalat, YuuZoo launch e-commerce portal for SMEs

Nigeria’s most SME-friendly telecommunications operator, Etisalat, in partnership with Singapore’s YuuZoo Corp, has unveiled a bespoke e-commerce platform, SME Arena, to facilitate the growth of Small and Medium Enterprises (SMEs) in Nigeria. Read More

Mstore plans $50m African expansion

Midcom Group has announced expansion plans aimed at making its Mstore the largest mobile and electronics retailer in Africa. Read More

*astTECS Expands Operations in Africa

*astTECS, a leading provider of Enterprise Telecom Technology Products and Asterisk based Open Source Communication Solution, is expanding its Africa footprint with a presence in Ghana and Botswana. Read More

The Tech Revolution: Sage Sets out the Vision for African Businesses

Sage, a market leader in cloud accounting software used its global Sage Summit 2016, held this week in Chicago, to outline its strong commitment to future technologies, with a focus on new and existing initiatives that power business growth.   Read More

Francistown Barclays gets cardless

Cardless cash deposits have been launched in Francistown. Read More

PRESS OFFICES

Sage EnterpriseSAP AfricaTrust PayVMWareSamsung ElectronicsMitsumi DistributionPhoenix DistributionMTN BusinessSchneider ElectricMultichoiceMicrosoft 4AfrikaNetworks UnlimitedArbor NetworksEricssonTigo Ghana

FEATURED STORY

Financial services sees AI as both opportunity and threatFinancial services sees AI as both opportunity and threat

Banking is already a key area where technology is having an impact throughout Africa, and a new survey assesses the impact artificial intelligence will have on this sector.

Advertisement

IN DEPTH

Access and Use of ICT stats releasedAccess and Use of ICT stats released

Statistics Botswana has released the first results of the 2014 Information and Communication Technology Household Survey.