5 benefits of using Conversation Analytics

Sean Murphy explains the key benefits of using Conversation Analytics to identify and resolve customer issues.

1. Understand why customers have got in contact

Speech Analytics and Text Analytics can comprehensively categorise all interactions to identify the reasons why the customer has got in contact with the organisation, and the processes in place that drive those interactions.

This allows contact centres to determine the appropriate action and measure its effectiveness, as well as identify contacts that might be better handled using cheaper self-service options.

2. Improve agents’ work quality

Speech Analytics overcomes the challenges inherent in traditional quality management systems and processes by automatically monitoring 100% of calls, as opposed to the small fraction that can be reviewed with traditional manual methods.

In addition, because evaluation criteria must be objectively defined according to phrases used within conversations, human subjectivity is eliminated from the process.
When Text Analytics is unified with Speech Analytics, all conversations across all channels of contact can be evaluated in exactly the same way.

3. Understand the root causes of customer dissatisfaction

Analytics can help identify the underlying causes of customer frustration by identifying the specific business processes, products, services or agents which are producing customer dissatisfaction.

4. Improve the effectiveness of sales, up-selling and cross-selling

Organisations are increasingly encouraging their agents to use up-selling and cross-selling techniques. However, the sales techniques which are most effective can differ markedly depending on the product or service being sold.

The techniques which are most effective for each specific situation can be identified by analytics, then agents can be trained when to use each technique within conversations.

These conversations can then be continuously monitored to ensure that agents are properly using the techniques they’ve learned.

5. Proactively discover emerging trends

Most organisations are already aware of the key performance indicators, as well as the agent and customer behaviours, that are important to measure and monitor on an ongoing basis.

However, even the most technologically advanced analytical systems usually need to be told by humans what to analyse. So if the organisation doesn’t already know what they need to be on the lookout for on a particular issue, most analytical systems are equally unaware of such “unknown” issues.

Speech Analytics and Text Analytics can automatically discover emerging trends or issues within the voice of the customer. Specifically, by analysing all conversations and uncovering relevant topics that customers are suddenly talking more frequently about, these “automatic discovery analytics” can then proactively alert organisations about issues with their products or services which the organisation may not have been previously aware of.

The conclusion

By analysing all conversations and capturing the voice of the customer across all channels, organisations can begin to accurately measure customer loyalty and understand and validate what is driving customer satisfaction, whilst identifying areas of improvement.

As new business challenges emerge, analytics play a vital role in helping organisations identify and address problems with customer experience, before it significantly affects customer retention.

With thanks to Sean Murphy, Director of Product Marketing at Genesys