Surveys and net promoter scores alone are insufficient when painting an accurate picture of a company’s customer experience. Real insight in the call center is often ignored, but it has the ability to transform the entire customer journey, writes Jeff Gallino, CTO and Founder of CallMiner.
For too long, customer experience (CX) has been left in the relative dark, informed by methods like net promoter score (NPS) or other survey work that cover only a fraction of the data available to paint a full and accurate picture of any company’s current CX state. Luckily, there is a gold mine of customer data already being collected, waiting to be unearthed – in the call center.
We all know the call center is a hub of customer engagement and feedback. Most companies already have some sort of mechanism for getting at this data, like listening to a sample of calls for quality assurance and by using surveys post call. Everyone needs a starting point, but the problem with surveys is the response rate is generally low – only between 5 and 15%, according to the American Customer Satisfaction Index. Also, surveys – or any form of solicited feedback – usually attract only the extreme ends of input from either very happy or very angry customers. To better understand the customer journey and shape a meaningful experience, organizations should tap into the call center.
Imagine you’re leading CX for a major brand, if you could analyze every conversation, categorize, tag and score every engagement, how would that impact your strategies? Do you think the decisions you make would change? According to DMG Consulting Research, companies typically conduct only 2 – 10 evaluations per agent per month, and quality monitoring is often limited to 1% to 3% of calls because it’s too costly to assign more resources to this task. But developments in AI-powered speech analytics make it possible to understand and process the semantics and acoustics (words and tone) of every conversation and every customer voice. This gives organizations the ability to transform the billions of words spoken in calls into structured data that can be analyzed into insights.