Article : The Unstructured Content Conundrum
For many years, companies have pushed customers away from their office by implementing tools for self-service and remote support. The strategy succeeded and met the goals of this business model, but something was lost in the process. Direct contact with the customer base was sacrificed, and critical market information based on customer feedback could not be used for product analytics or upgrades.
Of course, alternative sources such as self-service websites and e-mail input could be consulted, but most of the conversations between a company and its customers remain verbal. But this data flows in via phone in an unstructured way. And Big Data analytic tools base their algorithms on structured data residing in databases or structured lists.
Why Do Companies Need Unstructured Voice Data?
Today’s communications among companies, their clients and prospects has become highly indirect. Traditional marketing wisdom tells us that people buy from people. However, if you do not physically interact with your clients, you must rely on their conversations with your call center agent. Customers often volunteer information about their wishes and needs, your competitor’s marketing approach and their impressions of your service.
Agents can also position and cross-sell new products directly and get immediate feedback for product improvement or future marketing strategy.
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How Can You Extract Information From An Unstructured Pool Of Voice Data?
The fastest and most flexible way to transform unstructured voice data into structured content involves the use of highly sophisticated speech analytics such as phonetic indexing technology.
Phonetic indexing breaks down oral conversations into their smallest units by storing phonemes in a phonetic index database. Search terms can be compared and matched to this index after they are dissected into phonemes themselves.
This technology gives you the flexibility to search and find additional information on any subject directly from customer interactions. The relevant topic may be defined at any time after the system is installed, even on new matters you may not know about right now.
After distilling the relevant information out of the vast quantity of unstructured data, a Big Data analytics tool can combine this data with any related information on an enterprise-wide basis, thus providing a holistic view of your client base and market.
What Are The Benefits Of Analyzing Voice Data?
Utilizing unstructured data from recorded calls provides highly valuable information about customers you may never see. Failure to do so can create a critical blind spot and handicap your company’s decision-makers. Moreover, other techniques can also leverage customer interactions such as emotion analytics, desktop analytics and screen scanning. These technologies will generate even more structured data and further reduce corporate blind spots.
Structured data from customer conversations in contact centers supports a competitive sales and marketing strategy and provides deep insights into market behavior and future trends. It helps to swiftly verify the successful placement of new products or plan corrective actions when needed. Moreover, it helps to align customer service with your business goals and creates a consistent customer experience.
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About Frank Walheim:
Frank Walheim, Senior Business Development Manager for ASC Technologies AG, focuses on system integrators and global telco’s as strategic partners. With more than 25 years of experience in sales, business development and organization, his sophisticated ICT market knowledge ensures ASC’s global leadership in recording and analyzing communications.
ASC is a worldwide software company with a variety of solutions to record, analyze and evaluate communications. All multimedia interactions in contact centers, financial institutions and public safety organizations are documented and analyzed. The content of communications becomes transparent, critical information is generated and market trends are revealed, providing real-time business intelligence for immediate management action. With subsidiaries in the United Kingdom, France, Switzerland, the United States, Brazil, Japan, Singapore and Dubai, as well as certified and vastly experienced distribution partners, ASC’s ambitious projects span more than 60 countries. Headquartered in Germany, ASC is a global player with an export quota of almost 70 percent and a worldwide service network.
Published: Monday, August 10, 2015
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