Making customer behaviour transparent


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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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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. This approach makes us flexible in finding the solution that best suits our customers’ specific needs and ambitions.

We guarantee a successful implementation, ensure integration with all existing back-end systems, and take care of managing and maintaining the platform. 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. We are especially known for delivering customised solutions for corporate clients with complex structures, such as customer-specific integrations with back-end systems and the development of add-ons. Sometimes we even build a completely new product! That is how we ensure that the chosen contact centre solution exactly matches our customer’s wishes, needs and business processes.

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.