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

Liquid Telecom, RBH to acquire Neotel

 Nic Rudnick of Liquid Telecom, Troy Reynolds of Tata Communications and Strive Masiyiwa of Econet Wireless Global  Liquid Telecom, a privately owned pan-African telecoms group majority owned by Econet Global, has entered into an agreement to acquire South African communications network operator Neotel.  Read More

MTN Nigeria gets indigenous Chief Financial Officer

MTN Nigeria has announced the appointment of Adekunle Awobodu as its new Chief Financial Officer (CFO).  Read More

Networks Unlimited partners with Rubrik

Anton Jacobsz, MD at Networks Unlimited Networks Unlimited has been named as sole distributor of Rubrik converged data management solutions in Africa.  Read More

Payroll fraud: a serious threat to your business’s sustainability

Payroll is one of the largest expenses for Small & Medium Businesses and larger enterprises in West Africa, yet many organisations are neglecting the importance of managing the risk of fraud in this area of the business. Read More

Nigeria goes live with Bsystems Collateral Registry System

Nigeria has become the fourth country to roll onto the Collateral Registry System developed by Ghanaian technology solution firm Bsystems. Read More

Arbitration to support justice, says Globacom

Globacom Nigeria says its support of the International Chamber of Commerce, (ICC) Africa Regional Arbitration Conference in Lagos is a demonstration of its belief that arbitration would further enhance the cause of justice in the country. Read More

Dimension Data names new group CEO

Dimension Data has announced the appointment of Jason Goodall as Group Chief Executive Officer, as Brett Dawson, current CEO, steps down after 12 years. Read More

Solar developer Phanes Group opens African head office in SA

International solar energy developer, investment manager and asset manager Phanes Group has launched an office in Johannesburg, South Africa – its first African office.  Read More

We’re insulated from Nigeria’s forex problem, says IHS

IHS Towers says it has not been hard hit by ongoing foreign exchange (forex) squeeze in Nigeria because it is a foreign direct investment (FDI) vehicle into the country. Read More

8 Lessons for entrepreneurs who want to conquer the world

Sage Foundation Chairman Ivan Epstein outlines his top advice for entrepreneurs. Read More

PRESS OFFICES

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

FEATURED STORY

Government should encourage youths in ICT earlyGovernment should encourage youths in ICT early

Youths should be given more encouragement to develop their ICT skills, an 11-year-old app developer told Kokumo Goodie.

Advertisement

IN DEPTH

IBM Opens First Cloud Data Centre in South AfricaIBM Opens First Cloud Data Centre in South Africa

IBM is opening a new IBM Cloud Data Centre in Johannesburg, South Africa. The new cloud center is the result of a close collaboration with Gijima and Vodacom and is designed to support cloud adoption and customer demand across the continent.  

COMPANY NEWS

Tigo, JI and GES equip teachers on child online protection initiative

Tigo, in partnership with J Initiative (JI), a youth focused non-governmental organisation in Ghana, have committed to protecting children online through policy advocacy, awareness creation, public education ...

Ericsson and King’s College London demonstrate 5G tactile robotic surgery

Ericsson and King’s College London will be demonstrating a 5G use case of tactile robotic surgery at 5G World 2016 in London on 29-30 June.