Recently a reputed Telecom company made significant changes to their website which was extremely unpopular with customers. Many found navigation difficult and a barrage of calls from the customers flooded the company call centers. The company audited over 1,300 hours of audio with high-end speech analytics to find the root cause of customer ire. The findings were relayed to the Digital Marketing department who re-instated certain missed features of a webpage, adding UI value to website visitors. All this happened within a week with the help of insights from Speech Analytics.
This is just one example of how Speech Analytics insights are enabling organizations to remain ahead of the market disruption curve and customer needs. These insights amplify underlying needs of customers and are becoming an integral part of the decision making.
But high-end investments and cutting-edge technology is not the be-all and end-all of value creation. It is imperative to create a strategy to implement insights drawn from Speech Analytics solutions.
So, how do organizations leverage the power of conversational insights?
Dream big but start small
Speech Analytics can be a great tool to analyze multiple aspects of your customer interactions across diverse channels and departments. Start small and expand gradually. Deep customer analytics is not the forte of one single department but tackling the entire organization at one go can be an onerous task for any team.
The best strategy – Showcase the established year on year value creation to expand the purview of conversation analytics.
Get the top management support
The top leadership should wholeheartedly support and incorporate the key analytics insights into their strategic decision making. Top executives can bring other decision makers like Program Managers, Technical Architects, and Team Leads to the table to integrate Speech Analytics insights into their daily stand-up meetings.
Create SMART goals and measure them
Organizations need to understand the real reasons for deploying Speech Analytics. Specific, Measurable, Assignable, Relevant, and Time-based goals can help understand business insights better. This can also help in fashioning the KPIs that can be tracked using the conversation analytics software. These insights when matched against the goals drive a better understanding of likes and dislikes of customers, agent performances, efficacies inherent in your products and much more.
Operationalize your insights workflows
An established process-line is critical in implementing the actionable insights from Speech Analytics. Several organizations find it extremely difficult to move forward with the insights gleaned from the product and much of it remains hidden within the bulky reports. The accountability hierarchy, roles and responsibilities, and insight implementation workflow should be well established to ensure that the deep intelligence gained from the analytics platform is effectively implemented on the shop-floor.
Showcase reports and accept takeaways
It is tempting to keep key insights within the inner circle. But this strategy can backfire as people on the ground do not take it seriously. It is imperative that departmental heads constantly send summarized reports to their team and showcase their findings. Many a time, businesses find that data can be the catalyst for deep changes that can re-invent the customer engagement process. Furthermore, it is important that the team understands that Speech Analytics can help them fine-tune their customer engagement programs and delivery.
Launching Speech Analytics cannot work miracles. Businesses need to ensure that actionable insights must be effectively used for creating value across all business touch points. This requires a concerted drive, training, and effort across all channels and hierarchies.
Interested to know how Speech Analytics insights can be seamlessly incorporated into your company’s analytics strategy? Write to us – [email protected].