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Voice of the Customer Analytics: The Power of VOC Insights in Improving Service

Blog Post created by robertstanley Employee on Jul 19, 2017

One of the biggest challenge businesses face in providing better customer service is truly understanding their customers. Figuring out why customers are reaching out and what drives their decisions, behavior, and opinions of your brand are crucial to long-term success. To create a positive customer experience, not just before and during the sale, but after the sale as well, you need to listen to your customer during every conversation.

 

Speech Analytics lets you harness the power of voice of the customer insights by enabling you to automate the monitoring, categorization, tagging and scoring of all interactions with customers – whether they happen on the phone, email, chat or social. Doing so can give you a deeper understanding of why customers reach out, what frustrations they are experiencing and what they need from you.

 

These articles outlines how speech analytics provides voice of the customer insights to improve customer service.

 

360-Degree View of Customers

Many companies only analyze a small portion of customer service interactions – typically less than 3%. Unless you analyze every interaction it is not possible to get a full view into the voice of the customer. By capturing and analyzing all interactions, you are better able to identify the root cause of issues, thereby improving first call resolution and customer satisfaction.  Analyzing customer service interactions across channels provides a complete picture of the entire customer journey, not just the latest episode.

 

Resolve Issues on the First Call

Multiple calls to resolve an issue negatively impacts the customer experience and the perception of your brand. That’s why, for many companies, the ultimate customer service goal is to resolve issues on the first interaction. When that doesn’t happen, it’s essential to understand why customers keep calling back. Whether your customers are experiencing problems with a product or billing, the faster you can understand their issue the quicker you can address it.

 

Speech analytics can easily aggregate information from all customer interactions with all your agents to identify positive and negative trends. For example, if many customers contact you because they are having similar issues with assembling a product, perhaps the instructions aren’t clear. Or, if several customers are confused about a new wireless offer, the promotional messaging may need to be revised. Discovering these trends and issues quicker, means they can be fixed faster.

 

Sometimes it isn’t a product or a service that is causing the biggest grief for your customer.  It might actually be a process that is hindering your ability to resolve the actual issue they called about in the first place.  By using the rich metadata (agent, group, line of business, customer identifier, IVR path, etc.), Speech Analytics can identify that the way a call is being routed is creating customer dissatisfaction, allowing you to fix the problem quickly and easily.

 

Improve Customer Satisfaction

Great customer service can set your business apart from the competition. That’s why it is so important to evaluate customer satisfaction on every interaction. Speech analytics looks for particular words or phrases that signify a very unhappy or angry customer. It can also be used pinpoint clients you’re at risk of losing, allowing you to probe further regarding their concern so that you can provide a solution to retain them.

 

Understand Non-Speech and Leverage Sentiment Analysis  

A famous study conducted by Professor Mehrabrain of UCLA back in 1971 concluded that only 7% of communication is verbal. The findings also revealed that 38% of communication is more about the way people speak as opposed to the actual words spoken.  Speech Analytics can actually measure the relative emotion of a customer with automated sentiment analysis by combining both the acoustic characteristics of the voice (stress, level of agitation, volume, rate of speech) and the context of a conversation.  This enables companies to identify words, phrases and sentiment to gain insights on customer attitudes on products, services, campaigns, etc.,

 

As noted in a Call Centre Helper article, call centers can “leverage automated sentiment analysis to identify and measure broad areas of concern,” the article states. “With this bigger picture, sentiment analysis helps the organization to uncover repeated patterns that may be indicative of broken systemic processes, or that may be related to the performance of a specific department or representative.”

 

Provide Better Coaching for Better Outcomes

Bringing all of these insights together shows you how the customer feels during their conversations and assigns a customer satisfaction score. If you see a relatively high number of low satisfaction scores, you know you need to work with your staff to deliver better service.

 

Speech analytics identifies what and where the gaps are – whether they are with a single agent, group of agents or a specific location. In addition, it identifies your top performers – those who resolve issues quickly leading to high customer satisfaction scores. Through analysis you can uncover the specific language that is used and then use these real-life scenarios to train and coach the rest of your staff.

 

Proper Fielding

When you offer more than one channels of communication, you’ll find that similar types of customers use certain ones. Comparing which type of customers use the phone versus live chat versus email, helps you assign the best representatives to take care of each. Analyzing performance on all calls also helps you understand which agents handle which issues best. When you can pair the best representative with the right type of customer with the type right issues they are best at resolving, customer satisfaction rates increase because customers get the answers they need when they want them.

 

Takeaways

Taking the time to understand your customers is easier today than ever before. By tracking voice of the customer insights using speech analytics, you’ll know what they expect from your brand, how they perceive you, and what issues they have that need to be resolved. Armed with these insights you can dramatically improve the service you provide to your customers. 

 

What issues are you able to resolve with voice of the customer insights?

 

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