THE INNER CIRCLE GUIDE TO CUSTOMER CONTACT ANALYTICS BLOG: 6/7
ContactBabel recently published the ‘The Inner Circle Guide to Customer Contact Analytics’ which was sponsored by Business Systems. For those with a hectic schedule, we created a short series of blogs covering some of the main points highlighting the latest insights on speech analytics covered in the guide. Please find the sixth in the series below.
USING SPEECH ANALYTICS SUCCESSFULLY
Once speech analytics has been successfully implemented the full power and flexibility of it can be explored. Assuming the relevant stakeholders and project champions have been engaged, next steps should focus on some quick wins to familiarise people with the system and associate it with success and positive connotations.
To identify some quick wins users should focus on measurable success criteria and having in place not only the people who can run the queries but can make the recommendations for change based on the outputs of these.
Once these small incremental changes have been implemented, the momentum needs to keep going and some of the outputs it uncovers may lead to other untapped areas that were perhaps never really flagged as an issue before. The key is to keep refining and retuning how you use the solution to reflect the changing business dynamics around you.
DEVELOPING THE USE OF ANALYTICS
If analytics is used successfully in one area of the business it will be easier to get buy in and enthusiasm to roll it out elsewhere. In creating these success stories a business must first put in place baseline measures prior to implementation. Working with the supplier, the customer implementation team can monitor and suggest changes to processes and approaches based on the findings of any initial analysis. The measurement post implementation can then be used to quantify the success or alteration of key metrics.
Used correctly analytics can deliver insight which is of use to other parts of the business and support the decisions they have to make. For example where another business’s marketing campaign is creating a high turnover in your own customer base will grab the attention of senior decision makers elsewhere in the enterprise.
To help truly embed analytics into the culture of an organisation the outputs of analytics should be automatically shared across the rest of the organisation offering dynamic and emailed reports to business owners elsewhere in the enterprise.
ROOT CAUSE ANALYSIS
Speech Analytics allows an organisation to find out the why’s behind the problems they may have. So for instance if a company knows there is an issue with their web self-service function, they can find out more about it through the automated analysis of calls. By inputting ‘website’, ‘web’ or similar searches into the analytics system the likely calls which could pinpoint a problem will be returned. Taking it further speech-to-text based systems can search for other words in these conversations that occur frequently, for example ‘password’ which may indicate a problem with logins.
Discovery is the automated trends and analysis of patterns and results identified by the speech analytics solution rather than human operators. It helps users find calls that are similar to each other and explores these links further to discover the issues driving them.
The ability to see trends, for example where instances of the words ‘website’ and ‘password’ have increased 2000% this week, compared to norms from the past 6 months, quickly identifies pain points for the customer and possible broken processes.
TRAINING & CONSULTANCY
To truly get the most out of speech analytics there should be some initial training for both operational and technical staff. Typical training may focus on end-user, reporting, performance management administration and maintenance, delivered either onsite or remotely. It is common practice for their also to be ongoing support after implementation of speech analytics.
Where customers do not yet have the onsite resource required to operate a full blown speech analytics system, a managed service approach can be applied as a temporary stop gap.
The level of resource you need is dependent on a number of factors including the size of your operation, the complexity and sophistication of the solution you choose and what the business wishes to get from the solution.
Some providers state that contact centres under 250 seats may see analytics handled by the existing QA team, those with up to 1,000 seats may have analyst resource in-house already they can call upon and larger operations with potentially multiple sites will almost always use a dedicated speech analyst.
Keep an eye out for the next in our speech analytics blog series – where we’ll be looking at what the future holds for speech analytics technology– not one to be missed!