Making customer behaviour transparent


interaction analytics maakt klantgedrag inzichtelijk

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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The customer experience has become the competitive tool of choice, and in a world where customer behaviour and customer needs are changing at breakneck speed, the need for innovative technologies and automation in the contact centre is increasing. Those who do not invest in innovation run into an unbridgeable deficit.

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 understand that a 'one size fits all' approach is unthinkable when it comes to choosing a customer contact platform. After all, every organisation is unique! That's why we offer you a wide range of renowned contact centre solutions, and provide advice based on over 20 years of experience in customer contact.

Evolution, not revolution

Together with you, we’ll evaluate your current contact centre processes and your requirements for the new platform. We’ll advise and assist you in developing more efficient workflows, driven and supported by AI wherever possible. Based on your priorities, we’ll create a dynamic roadmap that makes the transition to a new, improved contact centre manageable.

Proactively embracing cutting-edge technology

This roadmap remains central to the project, even after the new platform is up and running. It evolves with changes within your organisation and developments in contact centre technology. Our experts assess every new release to determine its value to you as a customer. They take the initiative, ensuring you always have the relevant knowledge at your fingertips.

Creative solutions for better customer contact

And if you're looking for specific functionalities that aren't (yet) available on the chosen platform, there is plenty of scope for in-house development of add-ons tailored to your needs. Our team possesses the business and technical expertise to achieve the maximum potential, even if you've opted for an out-of-the-box solution.

DDM Consulting provides the proactive and creative approach to your CX evolution!