Call Center Management Featured Article
Why Call Center Management Demands Speech Analytics
The typical phone call between a customer and a company can have far-reaching implications. The interaction may involve a request for resolution to a problem, information on a given client’s request, scripted content that must be shared during the call and so much more.
If the customer receives satisfaction right away, the call may not need revisiting unless used for training purposes. If resolution does not occur and the problem has to be escalated, the call recording could be very important to call center management.
Simply recording the call, however, is not enough. Call center management is increasingly turning to speech analytics to provide more insight into calls captured during the recording process. Playing back the recording is key for training and quality assurance, but speech analytics offers a deeper insight.
The context of each call is more easily examined with speech analytics. Supervisors can identify patterns and key words or phrases to further refine efforts on the customer service front. The process can be completed manually by an analyst who reviews each call and pinpoints important data, but this is a tall demand for the busy call center environment.
When thousands of calls are coming in every day, even a team of analysts would be hard-pressed to accurately review them all. Call center management wanting to capture greater insight into each call rely on speech analytics to automate the process. The system can be configured to then alert management if specific issues or opportunities arise during live calls.
Having this ability is key for a number of reasons, including the importance of identifying call center agents that need additional training on how to handle certain aspects of their live calls. At the same time, the company gains intelligent insight into customers, including how they feel about the service they receive, the products they purchase, issues that continue to occur or how they want their issues resolved.
Speech analytics also offers insight into flaws that may exist in call center procedures or compliance issues. When these flaws remain hidden, the company’s risk of lost business or legal exposure increases. There’s nothing worse than a lawsuit uncovering a flaw a company should have known about and fixed well in advance.
Even with these promised benefits, call center management still needs to clearly define what they hope to achieve with the use of speech analytics. Technology for the sake of technology in the call center is not beneficial. When used to improve processes, customer service and operational efficiency, the benefits are clear and measurable.
Edited by Stefania Viscusi