TELUS International: Discover some top ways brands can leverage speech analytics to improve the customer experience - OUTSOURCING-TODAY.RO
Latest News  

TELUS International: Discover some top ways brands can leverage speech analytics to improve the customer experience

Key Takeaways
Speech analytics provides actionable data from voice-based customer interactions that can be used to improve service delivery.
Improving the customer experience starts with an analysis of agent performance.
Implementing speech analytics with a particular goal in mind, and staying focused on the objective, will increase the likelihood for success

2018-01-22 20:41:48





Grégoire Vigroux
Vice-President Marketing Europe at TELUS
International

A long pause, a voice inflection, a repeated word – these speech patterns may seem innocuous, but they actually reveal critical "moments of truth" between customers and brands.
Implementing speech analytics in the contact center that can capture these moments allows companies to turn voice-based conversations into an encyclopedia of knowledge about their customers' likes, dislikes and pain points.

With hundreds, if not thousands, of customer calls taking place every day, the challenge is not collecting enough data, but rather, extracting meaning from it that can help determine the right course of action for improvement. Here are some of the top ways brands can leverage speech analytics to improve the customer experience.

Refining agent performance


The ultimate goal of speech analytics is to better serve the customer, but the initial step may not be focused on the customer at all. "The primary driver is mainly employee behavior," says Brad Cleveland, senior adviser at the International Customer Management Institute (ICMI).

In the past, quality control of agent performance was monitored and reported selectively, usually based on managers observing a random sampling of interactions. Today, with speech analytics, the approach and the scope has changed significantly. "Now, organizations can access that information a lot easier than they would have in the past," says Cameron Smith, strategic solutions director at Genesys, a customer experience software company.

Speech analytic technology's ability to "listen" to every interaction helps to identify where an agent's performance might reflect gaps in their training. Alternatively, it can offer a chance to identify the key attributes of a successful agent. "You start to look at employee performance and say, ‘Okay, well here are the top performers from our sales team,' or ‘Here are the people that have the highest customer experience measures. What are they saying on their calls?'" says Smith.

In both instances, Cleveland notes that speech analytics can help answer a key question when it comes to improving agent performance: "Where are the opportunities to really differentiate on service?"

Optimizing talk scripts


The ability to identify what is being said during a call to a customer— and what's proving effective— has another natural application. "That data is probably the most effective in terms of altering [talk] scripts," explains Steve Weston, a senior consultant at customer support advisory firm EPIC Connections.

When studying your most successful agents, speech analytics can identify when they regularly deviate from a given script and you can track the resulting customer outcome. If it's a more positive outcome for the customer and/or the business, then you can take the initiative to adjust the talk script to reflect the new language.

Speech analytics can also be used to ensure that talk scripts, which have already proven to be effective, are delivered correctly by agents. For example, is the agent positioning the products at the right time? Is the agent using the right tone of voice in their delivery? Or, is there any mention of an up-sell?

Streamlining calls and customer inquiries


In some cases, using speech analytics technology can improve logistical elements of the customer experience. For example, by identifying a trend of long silences on calls and analyzing when they take place, the data can bring to light an issue with the speed or set-up of your CRM or knowledge base that's hampering the agents' ability to quickly and efficiently access information they need.

Speech analytics can also help inform other customer support channels. For instance, if the data indicates a significant number of customers are calling about the same issue, publishing a detailed FAQ on an online self-service portal may help reduce calls. Taking it one step further, the IT or product department can let customer feedback drive future product development to establish a continual cycle of improvement. Identifying paint points in customer data, leveraging the data to find the right solution, and eliminating the problem entirely in the future, will go a long way towards providing a consistently exceptional customer experience.

Best practices for using speech analytics


The adoption of speech analytics to improve customer service does come with its own set of challenges. "The biggest barrier in contact centers, and organizations in general, is the organization's ability to do something with the intelligence," says Cleveland. He has even experienced cases where the initial enthusiasm upon adoption quickly fizzles as companies become overwhelmed by the sheer amount of data they're collecting.

The best way to avoid getting bogged down is to prioritize how you want to use the technology by setting objectives. For example, increasing revenue, cutting costs and improving conversions all right out of the gate is a lot to tackle when adopting a new technology. Starting with a particular goal —and staying focused—will increase the likelihood for success.

Looking ahead, the capabilities of speech analytics will continue to advance at a rapid pace with the similar growth in adoption of artificial intelligence (AI) in the contact center. Together, speech analytics and AI will enable the instantaneous categorization of data from customer interactions, potentially giving agents prompts in real-time about what to say (or not) during a call. While all of the future possibilities are unknown, what is certain is that speech analytics will continue to play an important role in improving the customer experience.

Keep up-to-date with the latest thinking about BPO, ITO and Contact Center solutions. Each week, TELUS International, a global provider of contact center outsourcing and BPO solutions, shares insights on the latest customer service trends.
Related articles: https://www.telusinternational.com/


0 COMMENTS ^ Go back to Top
WRITE A COMMENT ^ Go back to Top
 
Your email address will not be published.
Nickname
Email
Comment
Validation Code
   
 
 
NEWS
Larry Ellison announced the availability of Oracle Autonomous Transaction Processing

Oracle Executive Chairman and CTO Larry Ellisonrecently marked a major milestone in the company's autonomous strategy with the availability of the latest Oracle Autonomous Database Cloud Service, Oracle Autonom

 Read Full article »
Ness Digital Development center in Iasi expands activity, creates new jobs

Ness Digital Engineering, one of the leading global providers of IT services, is consolidating the activities of its center based in Palas Iași, adding two major companies in the field of telecom, media & ente

 Read Full article »
BearingPoint expands its Security Advisory Center of Excellence in Romania

Technology consultancy company BearingPoint announced that it is expanding its Security Advisory Center of Excellence (CoE) in Romania.

 Read Full article »
Connections signs partnership with UiPath, aims 5 mln Euro from robots in 2019

Digital transformation company Connections, operating in Romania, Bulgaria and Serbia, has signed a partnership with UiPath, the Enterprise Robotic Process Automation (RPA) platform with the fastest acquisitio

 Read Full article »
Endava marks IPO and first day of trading on New York Stock Exchange

Endava opened for trading on the New York Stock Exchange (NYSE) under the ticker symbol "DAVA" following its initial public offering.

 Read Full article »
Colliers: Co-working changes Romanian office leasing data

The end of the first semester has brought into light great achievements from regional cities in all real estate segments. Bucharest has also performed well and, according to the real estate consultancy company

 Read Full article »
Atos, closer to acquire Syntel

Atos and Syntel have entered into a definitive merger agreement under which Atos will acquire Syntel for cash consideration of c. 3.4 billion US dollars, 41.0 Us dollars per share, representing apx. 14 per cent

 Read Full article »
Turkey's TotalSoft completes acquisition of Romania's Architected Business Solutions

Turkish-owned software company TotalSoft said on Monday it has completed the acquisition and merger of Romanian business management consultancy group Architected Business Solutions (ABS). The deal was announced

 Read Full article »
SAP and Lufthansa launch world's first "Aviation Blockchain Challenge"

The Lufthansa Innovation Hub and the SAP.iO Foundries program in Berlin launched the "Aviation Blockchain Challenge" to draw attention to the potential of blockchain technology in the aviation industry, uncover

 Read Full article »
Endava specialists put 3-month work in Via Transilvanica platform

The Via Transilvanica online platform, a concept initiated by the Tăşuleasa Social Association, was developed pro-bono by an Endava team in three months. A smartphone application, interactivity and tagging fu

 Read Full article »
 
 
MOST READ ARTICLES
» ROMANIAN OUTSOURCING AWARDS FOR EXCELL...
» The Outsourcing industry announces its...
» Committed to growth
» Genpact's COO: Staying ahead of the cu...
» PwC: The competitive advantages of Rom...
» Luxoft expands Asia Pacific presence w...
» Olga Botusan, Stefanini: There is a hu...
» Zitec's digital marketing division reg...
» EXCLUSIVE: ABSL Timisoara - BPO and SS...
» How does leadership look today?
 
EDITOR CHOICE
The long way from Learning to Development

How to succeed in reaching the young and the valuable employees and wining their hearts and minds, so they will forever be committed to gain knowledge, evolve in profession and build a strong career inside the

 Read Full article »
Synergy of skills

There are over 250.000 employees only in the class A and B office buildings in Bucharest and around one million employees spread around the city. How does the office market cope with the need of companies to ac

 Read Full article »
Risk management in industry 4.0. The risks are new, how is the management?

The ink is not yet dry in terms of GDPR's EU compliance regulations and the last few months have been a very useful exercise for everybody, either vendor, producer or consumer to understand that rigid concepts

 Read Full article »
In the search of the best next available resource, human or not

With the work demand expressed for the "traditional" job openings in ITO, HRO, BPO or SSC, the question formulated by the industry stakeholders points to some concerns regarding the future availability of the s

 Read Full article »
Competing in outsourcing: racing of endurance and skills

As Romania's outsourcing sector is currently estimated to employ more than 100,000 people, a constant evolution in the past years (with 15.000 employees registered in 2007), the local market is a popular nearsh

 Read Full article »
Latest News  
 
about us | newsletter | contact | members area | GDPR policy
Copyright © 2015 by Diplomat Media Events Design by Diplomat Media Events