CallMiner’s Frank Sherlock explains how conversational and interaction analytics differ.
What Is the Difference Between Interaction Analytics and Conversational Analytics?
If you think about conversational analytics as being the scope of the contact centre. Interaction analytics broadens the scope of the analysis to include interactions and experiences that go beyond the contact centre.
So really the source of the interactions can then include anything – website interactions, social media interactions. And with artificial intelligence and machine learning, we can now understand many aspects of the overall customer experience.
But also things like sales opportunities, identification for upsell, cross-sell, product and service enhancements, fraud, customer retention and more.
So both interaction analytics and conversational analytics both use tools designed to be best employed by data scientists and business analysts, to really get those use-cases and capabilities to help a business improve its overall performance.
Conversation analytics is contact centre based and really looks across channels versus speech analytics, which just looks at speech.
And then interaction analytics is the broadening of those use-cases and capabilities across a business as opposed to just within the contact centre.
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