As AI and machine learning gain more widespread understanding, development advances, and use, through a range of business applications, I’m particularly intrigued and interested in the use of Speech and Text analytics applications to deliver previously unknown insights into the daily interactions between customers and sales and service representatives. This new technology will provide companies that care a real window into the souls of customers, their workers, and their business model.
We’ve enjoyed call audio recording for a long time but, listening to the calls has been limited by the cost to hire enough people to listen to enough calls to provide meaningful data. So, only a portion of calls were ever reviewed and scored by human Quality Analysts. In my experience, this feedback has always been very useful and valuable in correcting performance and gaining new insights into both our customers and agents. We just couldn’t get enough of it fast enough. For the most part, we were reviewing historical data. AI offers real time data and alerts to aid in managing performance while it is happening rather than trying to go back and fix things that happened already.
With AI based applications, used properly, businesses can analyze EVERY call and text-based interaction from channels like Chat, email and Social media. Call audio is transcribed and analyzed along with other text-based interactions and the results area a treasure trove of manageable data and information being delivered in actionable formats in real time and near real time.
This will transform the way we manage businesses because we will have first-hand knowledge of what customers and representatives are really saying, and, in what context they are saying these things.
Even after direct interactions with your company channels, AI can track customer actions which will give business leaders unprecedented intelligence. For example, if a customer ends a call with your representative and immediately takes to Twitter and mentions your company, AI tools will allow leaders to be alerted on their smartphone, so they can act more quickly to counteract negative comments or promote positive comments.
Over the years, so many business leaders have expressed their desire to me to know more about their company’s overall performance. Reading daily tallies of call reason and result codes never really delivered a full view. But, AI and Machine Learning will now give business leaders “eyes and ears” in virtually every place your customer lives.
Workers who interact with customers will have more information about the customer at their fingertips, but will also be under increasing scrutiny because every contact will be recorded, transcribed and reported upon.
How much of these new data insights will put to good use by businesses will remain to be seen. We have the tools to gather these data and smart business leaders should be researching and reviewing options with vigor. Using this new technology successfully is another topic.
Want to know more about the options for Speech and Text Analytics? Contact me to schedule a call. You will be amazed at what you can learn.