We all know that customers are the lifeblood of organizations, so organizations should treat their relationship with the customer as extremely important. Applying intelligence to voice data, either through analytics or artificial intelligence (AI), is particularly useful to both the customer and the organization. Organizations can identify patterns to improve the relationship, and customers will, in turn, get a better experience. Typically organizations use crucial voice interactions to extract vital information from customer interactions to measure and improve performance, but there is much more potential in leveraging voice data. The power of voice data in the customer experience goes beyond organizational excellence to relational effectiveness.
Organizations are always looking for efficiency while
optimally managing their resources. Contact centers and agents need the utmost
efficiency and performance so that voice data can be searched for desired and
undesired behavior. Customer service usually means measuring call handling
times to deal with call volume. Sometimes call center agents are just measured
on time to complete without considering if the customers' outcomes were
delivered or experienced frustration in getting their needs translated into
corporate transactions. Measuring customer sentiment in real-time adds a differentiating
factor to the overall call handling perspective. If a customer has to call
multiple times to get something done while the organization/agents hit handle
time goals, they may not be impressed and leave permanently.
Indeed, voice data helps improve agent script adherence and
the actual scripts themselves. Voice is also helpful in detecting when
competitors' names are mentioned for further evaluation. When fine-tuning agent
training programs, voice data is invaluable, enabling first call resolution and
even reduce average call handling times. Some "bigger picture"
efforts such as payment compliance, including redaction for terms like
"credit card number" or "social security number," also
benefit from voice data and analytics. You can even fine-tune your marketing
campaigns by picking up on themes and slogans.
Using
Voice Data for Voice of the Customer
Voice data delivers significant opportunities for a better
customer experience without the customer knowing it. An example would be
finding the best call center agent for each customer on a real-time basis. AI
can understand which agent is suited for the type of call because not every
call needs your best agent. Understanding who is needed will reduce
frustration, call transfers, and escalations to managers or higher-skilled
agents. Another terrific use is AI & voice data would understand the
customers’ emotions. This emotional understanding would allow a real-time sense
of frustration, anger, or sweet satisfaction. Appropriate actions could be
taken at the moment, and lessons learned could be recorded for future analysis.
Instant adaptation is a much more reasonable approach to responding to the
customers in a way that optimizes the customer's experience.
Customer pain points are sensed with voice analysis and dealt
with before becoming a sour customer growing negative reputations. This
analysis will reduce customer churn and increase net promoter scores. Imagine
learning what is causing customer churn and adjusting strategies on the fly.
Customer analysis helps implement predictive speech analytics to deal with the
customer at risk and act immediately. It might include a link to smart calling
software for callbacks when an expert can reach out back to the customer. In
turn, call center supervisors can implement strategies to prevent churn by
improving building a knowledge base, better training, and improved scripts.
Even if caller emotions can’t be handled in a real-time
fashion, there is an aggregate picture of the overall customer satisfaction by
measuring and classifying caller emotions into buckets. Examples would likely
include want, like, frustration, anger, annoyance, need, passion, and pleasure.
Not only can sentiment be classified, so can call drivers, topics discovery,
and brand health. Keywords can lead to emerging trends, and real-time
dashboards focused on customer experience.
Using
Voice Data for Voice of the Employee
Often forgotten in the shuffle is the actual employee voice
data. Looking for comments from the agents that say things like "I wish we
could do ….." Employees are a great
source of understanding your customers' journey even if the journey is outside
your organization's purview that might encourage communicating or partnering
with other organizations. Indeed, voice data should be analyzed for more
knowledge for the agents, creating projects, and training curriculum
adjustments. Lack of experience might lead to AI knowledge bots to adapt
scripts in real-time instead of the batch script creation process.
Net; Net:
Analyzing voice data with analytics and AI will accelerate
time-to-value for both the customer and organizations. It makes organizations
more personal for both customers and employees while demonstrating the power of
voice data plus AI rich analytics in the customer experience.
Additional
Reading
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