Making customer behaviour transparent


Last week we wrote a blog post about omnichannel customer contact. About having one dialogue across all interactions channels, without interruption of the conversation or the need to repeat the customer question. This is indispensable in today’s world of customer contact.

All of these interactions provide a goldmine of information about customers and their perception of your business. While traditional surveys are sampled and give the customer time to think about the questions, it is the unsolicited feedback within the contact centre that provides the most valuable information. As an organisation, it gives you insight into what is going on in the market, which trends are occurring, and what the possible causes of (changes in) customer behaviour are.

But how do you analyse contact moments – ranging from chat conversations and telephone interactions to social media and email traffic – to actually use them for a better customer experience? 'Interaction analytics', in other words, the dissection and analysis of customer interactions, offers the ideal solution for this.

To measure is to know

Because to measure is to know. Right? But how do you know what to measure? Contact centres – at least those that use a smart CRM system – collect huge amounts of data about customer interactions. Recorded conversations, transcripts of chat interactions, emails, social media and so on. 'Big data' in the true sense of the word. But many of them still analyse this data manually, meaning that only a fraction of it is actually used. That's too bad.

Interaction analytics uses AI technology, which makes it possible to analyse and quantify conversations and other interactions, so the results can be used to improve processes and working methods, for training purposes, or, for example, as a security tool against fraud. But also to approach the customer in a more personal way!

Text, speech and voice analytics

Interaction analytics consists of the following components:

  • Text analytics – can be used for unstructured text such as emails, online forms, chat, social media and customer service tickets.
  • Speech analytics – essentially does the same thing as text analysis, but instead of text, it analyses verbal conversations.
  • Voice analytics – while speech analysis focuses on the content of conversations between customers and service employees, voice analysis examines the audio patterns (tone, pitch, tempo, rhythm) with the aim of tracing emotions such as frustration or satisfaction.

A UK national transport company, a customer of our partner ContentGuru, saw an accuracy of over 95%(1) for correctly interpreting customer text messages and responding with the best travel information after deploying the text analytics solution. A huge improvement for both the customer experience and contact centre efficiency!

In addition, in a survey(2) by Opus Research, 68% of participating companies reported cost savings through the adoption of speech analytics, and 52% saw a revenue increase. With the integration of voice analysis, these percentages increased even further.

Curious how you can improve the customer experience (and business results!) with the help of interaction analytics? Let us know! Our experts are happy to tell you more about it.

1) ContentGuru: customer case text analytics

2) Opus Research: Global Survey of Speech Analytics and Conversational Service Automation: Destination 2020

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In our whitepaper ‘From the pit lane to pole position: The urgency of customer-centric innovation in the contact centre’, we discuss the different ways AI and other technologies can be applied in contact centres. They help to find the right balance between man and machine, and between scalability and ‘personal touch’, in order to optimally serve the customer.

Don't get stuck in the pit lane, invest now in the technology that puts your company in pole position. We are happy to help you on your way.

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About DDM

At DDM Consulting we believe that our customers benefit most from tailor-made advice, without preference for a particular product or specific supplier. That is why we offer a wide range of intelligent omnichannel contact centre solutions, delivered by renowned partners who are all specialists in their field. 

How we work

Together with the client, we evaluate the current contact centre processes as well as the requirements and preferences for the new platform. We apply our years of experience to find the best match, and provide advice on the potential optimisation and automation of business operations, for example through the use of AI.

We naturally guarantee a successful implementation of the new solution, and ensure that all back-end systems are seamlessly (re)connected. After the deployment, we are at the service of our customers to offer advice and aftercare.

But we go one step further: time and time again, we push the boundaries of the chosen platform, and adapt it to the customer's specific business processes and needs. Our team has the business and technical expertise to achieve the maximum potential, even when it comes to an out-of-the-box solution. This is our way of ensuring that every customer makes optimal use of the capabilities of the chosen platform!

Our clients

Our clients come from a wide range of sectors, from major financial institutions such as banks and insurance companies, to telecom operators, healthcare institutions, government agencies, retail, and media.

Our team

We have grown into a team of about 30 contact centre experts, and are mainly active in Belgium, the Netherlands, Luxembourg, France, Germany, Austria and Switzerland. To be able to guarantee the highest quality, we continuously invest in the knowledge, training and experience of our employees.