Rachael Royds of CallMiner discusses how speech analytics can provide higher quality, more actionable feedback than customer surveys.
Feedback is everything when it comes to customer service and customer experience. But today, most companies still look to just solicited feedback, such as surveys, review sites and social media posts, for how they are doing.
That is only giving a portion of the customer experience story. Unsolicited feedback is needed to tell the whole story.
Unsolicited feedback from 100% of your contact centre calls (and possibly other channels) will reveal CX insight from the voice of your customers as well as the voice of your employees.
That’s attractive, yet potentially overwhelming when you realize the potential scale of transcripts and audio that you might be slammed with if your contact centre just starts sending data without the context of what you are looking for.
So, how do you get started with implementing speech analytics to capture the most useful unsolicited feedback?
Here are six tips to help you on your way.
1. Prioritize Your CX Use Cases
Evaluate where you suspect that you will gather the most relevant CX insight for your specific needs. For example, would you like to validate survey results with interaction evidence?
Or are you seeking some voice of the employee (VOE) insight because it’s so hard to obtain with intermittent internal surveys?
Use these to establish a prioritized list of where to start with speech analytics for CX and as a roadmap for the future.
2. Partner With Your Contact Centre Manager
Share your speech analytics fuelled CX insight ideas with your contact centre team.
Remember that in some cases the contact centre may be wary of sharing what they might consider “their data” beyond contact centre boundaries.
Take some time to explain how you can use unsolicited feedback for CX optimization throughout the organization.
Frame your goals so that a contact centre team can help establish categories, automate scoring and more to send you the most impactful CX data.
3. Consider Parallel Platform Value
You don’t have to embark immediately on a technical integration between your customer experience management (CEM) platform and speech analytics to realize CX value from unsolicited feedback.
You can compare survey feedback with contact centre interactions associated with survey results for root cause analysis. Or you can use the metadata and scoring from contact centre interactions as source data for issuing surveys.
Speech analytics and CEM platforms within examples such as these will deliver CX results without technical integration.
There are manual steps involved, of course. However, a benefit is rapid results.
4. Integrate With Your CEM Platform and Metadata
Sending categorized alerts such as dissatisfaction, churn language and more to your CEM platform affords the advantage of alert distribution within your existing CX infrastructure.
An option can be to match some of the alerts you may have set up from survey feedback with a feed from speech analytics.
5. Socialize Your Unsolicited Feedback Direction
Make everyone aware of what you are planning on accomplishing. Remember that your organization associates you with survey feedback and CSAT scoring.
Adding unsolicited feedback with transcription and audio examples to help drive awareness and action will be a new concept for many.
Avoid surprises with, at the very least, a brief overview of what CX value you expect as a result and any reporting/awareness that departments across the organization will realize.
6. Close With an ROI
When speech-analytics-fuelled CX insight drives action, remember to follow up with a return on investment (ROI) analysis.
Audio evidence from speech analytics in particular can add emphasis with emotion to help garner additional CX investment.
These six tips are just a start on how you can implement gathering and utilizing your speech analytics data for better customer experiences.