Why you (still) don’t know what your customers are saying
BUSINESS| Aug. 14, 2012, noon
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.
MORE BUSINESS NEWS
Riverbed to be acquired by Thoma Bravo in $3.6bn dealRiverbed Technology has entered into a definitive agreement to be acquired by leading private equity investment firm Thoma Bravo, LLC and Teachers’ Private Capital, the private investor department of Ontario Teachers’ Pension Plan. Read More
Egyptian revival spurs MEA PC market growthThe PC market in the Middle East and Africa (MEA) region grew 2.1 per cent year-on-year in the third quarter of 2014, according to the International Data Corporation (IDC), spurred by the revival of the Egyptian market and two significant education deals in Pakistan. Read More
ICT set to shape Africa's economic landscape in 2015With public cloud in emerging African countries set to grow at a compound annual growth rate of up to 84% over the coming five years, the year 2015 heralds the beginning of a new era for ICT adoption across the continent, says IDC. Read More
88mph and Microsoft Ventures partner to support startups in NigeriaMicrosoft, in partnership with 88mph, has announced the expansion of the Microsoft Ventures program into Nigeria. Read More
Riverbed names new senior VP of Sales in EMEARiverbed Technology has announced that Kristian Thyregod has been promoted to Senior Vice President Sales, in Europe, the Middle East and Africa (EMEA). Read More
M&A, infrastructure sharing, liberalisation to reshape telecoms in AfricaMergers, acquisitions, infrastructure sharing and market liberalisation will reshape Africa’s telecommunications markets by 2018, according to market analysts Frost & Sullivan. Read More
Dell, Intel study uncovers truth behind technology and the workforceDell and Intel have unveiled findings from its second Global Evolving Workforce Study, which identifies, and explores current and future trends pertaining to the workplace and workforce, and the role that technology has played in their evolution. Read More
PWC: Optimism abounds but a bumpy journey ahead for somePwC’s ‘Capital Projects & infrastructure in East Africa, Southern Africa and West Africa,’ report says infrastructure spend in the region is projected to reach $180bn per annum by 2025. Read More
Why govt listed Glo, others as top firmsNigeria’s national carrier, Globacom and 99 other top notch firms have been listed as top 100 Firms in Nigeria for the 2014 fiscal year. The top 100 companies list is based on international benchmark set by the International Integrated Reporting Council. Read More
Women can lead 21st century ICT industry, says Zinox chiefWith the right mix of innovation, business focus, accountability and ambition, women entrepreneurs can spearhead the evolution of the ICT industry in the 21st century, says the Chairman, Zinox Group. Read More
FEATURED STORYPWC: Optimism abounds but a bumpy journey ahead for some
PwC’s ‘Capital Projects & infrastructure in East Africa, Southern Africa and West Africa,’ report says infrastructure spend in the region is projected to reach $180bn per annum by 2025.
BEST READ NEWS
IN DEPTHAfrica lags on digital migration
Only three African countries have so far completed the digital migration process, and serious issues are hampering the migration in other nations.