10 Unique use Cases for Speech Analytics- 2022

00:00Hi, guys. Tom Laird here. You've heard me break down contact center technology on the podcast time and time again. Now it's time for me to help you with your challenges. As your contact center technology advisor through our new company, Expivia Digital, I can help you with things like CCaaS selection, any type of AI implementation, and nice studio and integration services. It's the same honest advice you hear on the geek applied specifically to your operation. Visit ExpiviaDigital.com to get started. That's ExpiviaDigital.com. This is advice from a call center geek, a weekly podcast with a focus on all things call center. We'll cover it all from call center operations, hiring, culture, technology, and education. We're here to give you actionable items to improve the quality of yours and your customer's experience. This is an evolving industry with creative minds and ambitious people like this guy. Not only is his passion call center operations, but he's our host.

00:54He's the CEO of Expivia Interaction Marketing Group and the call center geek himself, Tom Laird. Welcome back everybody to another episode of advice from a call center geek, the call center contact center podcast. We try to give you some actionable items and take back in your contact center, prove the overall quality, improve your agent experience. Hopefully improve your customer experience as well. My name is Tom Laird. I am the CEO here at Expivia Interaction Marketing. Expivia is a 600 seat hybrid contact center outsourcer located here in the States in Erie, Pennsylvania. How's everybody doing? It's good to talk to everybody. It's starting to become like fall-like here in Northwestern Pennsylvania. It's my favorite time of year. Football's back, I'm fired up. It's a Friday. Every, I don't know, maybe once a year, I do this podcast and kind of just update it. I think it's really informative and it's fun for me because we experiment a lot with this.

01:53So it's kind of cool stuff. I think hopefully I can bring to you. And talking about speech analytics, and I know it's a hot topic in the industry, there's a lot of, I guess, work being done on real-time translation and agent assists and all those things, but I wanna not really use it or really talk about it in the scheme of what companies are using with analytics, but what we as an organization or a contact center can use from the kind of the raw data that speech analytics can offer you from customer journey and the word clouds and kind of that core product of analytics, right? A lot of us just kind of look at a dashboard, we see some keywords and say, wow, that's really cool and maybe get some insights. But I wanna give you kind of 10 unique use cases on how we have used analytics in the past, how we're using it right now.

02:49We try to maximize for our clients and it's such a cool tool that we can really kind of think things through and do some some I think really interesting things with it. So let me start with this. So again, this is kind of 10 unique use cases for for speech and I think you'll I

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03:42analytics and that's proactive customer support, right? So, many of us are in the, you know, we're in contact centers, we answer as they come in. So many times we will have higher Then we'll try to try to talk to agents and maybe they'll tally some things, or we'll look at dispositions and say, hey, this is kind of what we're kind of hearing. It's pretty subjective, right? It doesn't allow for a lot of proactive customer support. But when we're using, in, we I,. [QA coverage remark omitted] So you can send that email a lot to customers before things happen, right?

05:04Maybe they're not going to have an issue, but they're in a client segment that could have an issue in a week to try to start to fix some of these things before you have the fire that you Really cool. Number two is, is something that you guys have heard me talk a lot about. I get probably more questions on this than any other other thing. rewarding and incenting your agents off of sentiment, right. We reward agents off of great CSAT. a lot of you guys reward people off of great NPS, right? I think sentiment scoring is even more important those, we won't get into that. I have 42,000 podcasts and talks that I've done on that and why I think sentiment score is more important or is a better metric than NPS and CSAT. think sentiment score is more important and a better metric than of where agents, what their tone is, are they treating customers appropriately.

06:26So this is the big piece of our attitude and effort. So this is really that core attitude piece. So now we're able to really incentivize and pay our reps and show them and even show our clients now that we are talking to your customers the proper way. And And if, we have somebody that. That's kind of out of the, out of the norm, they're going to get some extra QA, extra, monitoring, extra monitoring, but an awesome way a way to incentivize your associates off of a real KPI. I can't really argue right. Thank you. The third kind of unique use case, and maybe this isn't as unique, is generating marketing data. When we talk about it again, I love the use case of saying that the two... And that was that was such a huge use case for us when we did have a retail client, they did, launch a new project or new product. And, you know, they, they were very could price point.

07:27We did have a huge amount of customers that called back on that product and said, hey, we like it, but I can't buy it. It was 38%. I'll never forget it. It was 38% of the customers that said the product was too expensive. When we had inbound customer support, we were asking questions, analytics is such a better tool when you find out

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08:27Right. And I think that, you know, the fourth one is, is really finding out the The RFP is Let I just say again, for an example, we see 50% of the customers that call, let, let's say us when we're doing this, their tone is of negative. They're ticked off when they're before they even talk to the agent. And the great thing about analytics is a lot of Looking at and talking to a customer, or hey, customer XYZ, company XYZ, 50% of your customers are calling it our negative., we wanna move the thing to, our guests can move it back down this way. We wanna move that to 40% of the customer base. So, move it down to 40%, that's a huge jump. How do we do that? Then looking at those keywords, right? and we can turn that and kind of view them by a, by a negative sentiment, right?

10:00So what are the negative keywords that customers. A lot of times, you know, we'll see, has nothing to do with the agent, it has to do with the website, it has to do with logistic, it has to do with emails not being responded to. A lot of different things that happen in the whole customer journey. So again, finding the wise out, awesome use case for analytics. Onebraska other things in the, the other reason is we can note frustration certain specific thing. So a lot of times you will have Order that's been delayed so they call in and say hey, you know I. I got this you guys were just. My refrigerator fix it. It wasn. It wasn't overnighted. Our agent like oh my gosh, ma'am. I'm so sorry you know I can. I'm going to make sure that gets done right now and and the customer fine.

11:10And, you know, we can say hey,. Is there anything is there anything else I can help you with? She's like no, no, but you know, she's like, I just wish the light was brighter in the freezer like like that thing is so dark. Right. But other than that, no, you know, and I'm fine. Right. And again,. This is probably a terrible example. But I think you get the point, right? So that call surface that become the next negative sentiment type thing. So again, noting frustration, I think, is a really cool and relatively newer use case and also option for a lot of analytics platforms. All right, number six, and you guys have I just kind of a big video on this, and the feedback on this is always really cool, and that's why I kind of probably do it because I do get a lot of feedback on it, and we have some really cool conversations. But, you know, understanding what real SLA variance for a customer base should be or could be, right? So again, for our use case as a BPO, we have a lot of clients, clients that say, hey, listen, I want top notch service.

12:47What we can do is start taking calls and we can benchmark and look at analytics and we can start to see at what time period does positive customer sentiment start to turn to negative customer sentiment. Again, and I'm relent I'm not going to spend a lot of time on this because I just did really a whole video and and things, but a lot of times, we'll see that certain customer base, and maybe it's because of what, what, there's extremely long wait times, are now trained and programmed, right, right, wrong, or different, to wait two to three to four minutes before they start to go negative. Right. So we can really use analytics to be the tool, right? That shows that now glared me button, he used to be the head of customer support for overstock. I forget where he's at now. I'm sorry, sorry for like virtual call back. Do you offer them? Do you not offer them? Do you offer them within three minutes, four minutes? Like there's so many different things that we can do that we haven't even really thought about yet but I guess the bottom line is you can measure and kind of look at different nuances of customer experience right and all that technology how long can we wait? How long should we and use analytics to see what is the, that you people talk on analytics.

14:42The seventh kind of piece that people really don't think about is tracking silence So if we know overall that we're seeing a lot of silence on the phone, we know that we probably have a training issue where there's some questions that are coming in that we have not prepared our associates for. So tracking silence, I think, is a has having issues answering questions. Certain. can't a track mute, right? In your, in your CS platform, you can track keep some of these on hold. But a lot of times we will mute there. Silence. Now we're tracking that in seeing if There's there's some, again, rumblings under the surface before.

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16:19for. We use our speech analytics for a lot of our clients for a ton of different fraud protections. So we can track what people say. So if we find a pattern of when fraud or when people are trying to commit fraud fraud, right, such as a customer calls into one of our financial services clients and, for example, says, Hey, will you change my address and please send me A lot of times, that is not a big deal, but it could be. and so, we have all these We're going to make sure that we listen to that, we're going, make sure everything is good, or we're not even going to do it. If we've had other issues with that account in the past. A, from a fraud protection standpoint on analytics that you A ton of money if you already have this, number nine, again, is I think tracking competitors of your competitors, anytime that your customers customers talk about, we can rank them positive or negative.

17:56I think that that's a a really unique use case and cool use case again from the marketing standpoint that goes beyond just the, the products that you're doing, but looking at the macro marketing environment or sales, environment that you may be looking at and understanding how does your customer customer base view, you compare to your competitors. And then we can look at other about why do they think that competitors- are doing a better. Right. Just unbelievable. Awesome. Awesome. Awesome tool.. The next one is, and people don't really, I guess, get this totally, is you can use this on a ton of different channels. So, voice is the one we always think about, but email and chat are also things that can be really good, because it's not subjective into what we're saying. It's actually written word, which makes the translation pretty darn easy, or the transcription pretty darn easy.

18:59And I know I get a lot you'd want with this or what are some of the of the things that you have questions about, about how can we make this thing better? How can we make this thing better? So I think it's a really awesome tool. of So I think it's a really awesome tool. And like anything, we have all these tools. If you really, really utilize it and you really put the time into make analytics a, analytics a priority, it will become one of the most useful drive the most efficiency drive the most insights of anything in your contact So, again, I'm a huge fan. I love the ROI that we've been able to generate for our customers based on some of the analytic things that we've relent in the past and the ROI that we've been able to generate for All right, guys, that's that's what I got for you today. I hope that that is helpful I hope that that may be generate some of your, your brain a little bit to maybe think through right we're heading into fourth quarter, a lot of people on iTunes if any of you can throw that out to me