How to improve customer experience by analysing phone calls

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Speech analytics solutions are among the new tools that play a crucial role in exploring human minds, predicting consumer behaviour, and improving customer experience.

It is important and trendy to analyse a customer journey in order to offer better products or services and retain customers longer.
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Identifying their emotions and feelings is vital for a business and is a hard task. 

It is even more challenging when one doesn’t see their customers’ faces and gestures. That is very true in particular for call centre companies as they use only voice communication channels.

Non-verbal communication transmits up to 60–70% of information.

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​According to Wikipedia, non-verbal communication transmits up to 60–70% of the information. Only 30% is conveyed by speech — that’s how small is the informative part of words!

Therefore, calling by phone is usually less efficient than meeting in person.

When we think about customer experience and emotions, we imagine a human attitude to the product or service. We talk about what people think and feel. Emotions are normally expressed by the tone of voice, tempo, and intonation but never by words. Don’t get me wrong, words also express attitude. We call it sentiments though, which is different from emotions.
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To analyse customer emotions in voice conversations many companies already use emotion analytics tools based on artificial intelligence algorithms.

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AI tools enable analysts to get the new insights and understand their customer behaviour better.

Are your customers annoyed or satisfied? Are they happy with professional service or completely frustrated experiencing awkward silence in their support calls instead of getting clear and concise help?

For a customer-centric company, these questions are essential to identify and answer.

According to Forbes’s research, many companies today are slow to go through a digital transformation, which is the first step to becoming more customer-centric. Moreover, 85% of enterprise decision-makers say they have a time frame of two years to make significant inroads into digital transformation or they will fall behind their competitors and suffer financially.

​Integrating AI tools can help employees work for customers and not against them and save the reputation of the company.

​AI is a choice

Our case study shows what Speech Analytics can achieve for businesses.

We have analysed 98,000 calls for one of our customers (their monthly volume) and it took only 15 hours. The analysis showed that only 7% of conversations had strongly negative emotional energy. The majority of them were caused by annoying issues caused by changes in the customer support process. The company lost 6,000 customers in a month due to this. The good news is that the problem was identified and soon fixed, so the company managed to save their churn at an acceptable level and keep the revenue.

It would have taken a year of manual work to analyse 98,000 calls and it is not surprising that nobody had done it before the AI tools appeared to automate that process and solve it in a day.

It is possible to show calls with an average emotion and sentiment trend not only for customers’ speech but also for the responses of the agents. Pick up the most negative words of your company representatives. That will help you save time first, then your money.

The goal of the quality management tools is not to select the worst calls and dismiss an employee for making them, but to find the root of the problem, solve it and train your customer call agents to avoid similar issues in the future.

Sometimes what we’re searching for lies on the surface.
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AI transformation is a choice made by companies to explore customer service by means of calls analysis.
Contact us to learn more about the use cases and get a free trial of the speech analysis for your business.

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