Conversation analytics can enable companies to accurately and efficiently identify customer issues and take immediate action to resolve them, retaining customers and pinpointing new business opportunities.
This is according to Peter Flanagan, Genesys regional director southern and eastern Africa, who explains that customer loyalty is more elusive than ever in an environment where competition for customer mind-share is fierce.
It is essential that enterprises have the means to detect potentially unsatisfactory situations and have the facilities to act on this information immediately to strengthen the customer relationship and brand, says Flanagan.
"Organisations must engage in strategic process improvements that go beyond selective samplings of recorded communications."
Flanagan believes that the challenge for contact centres is not lack of data, but the ability to extract the "nuggets of gold" from within that wealth of information efficiently and effectively to deliver meaningful results.
He states that conversation analytics, like speech analytics and text analytics, can transform customer service by analysing all conversations with customers or prospects over all channels including calls, e-mails, chats and social media.
According to Flanagan, conversation analytics can automatically discover emerging trends or issues within the voice of the customer by analysing all conversations and uncovering relevant topics they are talking about more frequently.
"This will enable organisations to contextualise and personalise end-to-end experiences, improving satisfaction and long-term loyalty," says Flanagan.
He explains that Web-based dashboards enable ongoing visibility across all conversations and agents, giving today's contact centre managers new levels of insight to optimise their workforce.
By analysing all conversations and capturing the voice of the customer across all channels, organisations can begin to accurately measure customer loyalty, understand and validate what is driving customer satisfaction, while identifying areas of improvement, Flanagan points out.
As new business challenges emerge, analytics play a vital role in helping organisations identify and address problems with customer experience before they significantly impact customer retention, he concludes.
Share