CX Insight Magazine

July 2023

Voice to Visualization: Powering Actionable Insights with Voice Analytics 

Voice Analytics is the key to unlocking true customer-centricity.

By Frank Pettinato, CEO of Avantive Solutions 

Organizations worldwide are in constant pursuit In the ever-evolving landscape of digital transformation and rapid technological advancements, the utilization of voice analytics has emerged as a critical strategy for organizations striving to attain actionable insights. McKinsey & Company reports that a mere 37% of organizations believe they are effectively leveraging analytics to produce customer value. 

Going beyond the mere generation of data outputs, voice analytics possesses the capability to revolutionize operational efficiency, unlock the secret to elevated customer satisfaction, and provide unmatched personalized experiences. Every interaction holds significance, but by combining data, visualization, and humanization, it can become a driving force that creates meaningful experiences and provides the opportunity for unparalleled success.

Unveiling the Power of Voice Analytics 

Voice analytics, in conjunction with additional metadata, offers businesses a powerful tool for understanding customer needs in specific areas. By identifying patterns and employing visualization and analytics, optimized scripts can be created that prepare employees for specific interactions, enabling them to better handle specific customer needs and achieve desired outcomes effectively.

Some of the emerging trends include understanding the power of specific words and phrases, and how they impact outcomes. Research conducted by Jonah Berger and Grant Packard has highlighted the considerable influence of using concrete words which are tangible qualities or imaginable characteristics that we know through our senses. For example, saying “you’ll receive your money back shortly” enhances the sense of tangibility and familiarity with customers versus the more abstract “you’ll receive your refund back shortly.” 

The research’s comprehensive analysis of over 1,000 customer service interactions revealed a strong correlation between customer satisfaction and purchasing behavior when service employees employed concrete language during their interactions. Voice analytics allows businesses to identify linguistically concrete expressions that have the potential to profoundly impact customer perceptions. By incorporating visualization, businesses can use examples of these concrete words to train their call center agents or sales associates, further enhancing their effectiveness in achieving the desired outcomes.

In addition to linguistic analysis, leveraging paralinguistic metrics such as speech rate and word usage can be used to establish optimal agent-to-customer matching. By analyzing historic customer data and customer profiles, contact centers can assign customers to specific agents who align with the customers’ individual communication preferences. The proactive approach of customer-to-agent matching ensures a personalized and engaging experience from the start, leading to enhanced customer satisfaction and positive brand perception. 

The combination of voice analytics and getting information in near real-time through reporting and actionable insights empower organizations to make data-driven decisions instantly, reducing the time frame from days to minutes. This enables them to deliver an enhanced customer experience and achieve desired outcomes efficiently. By providing faster coaching and feedback based on comprehensive data and presenting it through easy-to-understand visualizations, organizations gain immediate insights into activities, quickly identify opportunities, and help them optimize operations and improve overall performance.

The Human Touch in Data-Driven Decision Making 

Voice analytics plays a vital role in providing feedback that enhances performance and drives improvements within organizations. By monitoring 100% of calls, voice analytics ensures compliance with regulatory guidelines, client standards, and internal policies. Without utilizing this technology, some contact centers only randomly sample two to four calls per agent a month, leaving a huge gap in opportunities to improve and time to perform the review and provide feedback. Voice and speech analytics identify deviations from established protocols, enabling businesses to mitigate risks and maintain adherence to guidelines. This capability is particularly valuable in industries with strict compliance requirements, such as finance, healthcare, and telecommunications. 

Avantive Solutions has found that providing feedback to agents across 100% of calls, rather than randomly monitored calls, helps secure more significant agent buy-in and creates a better learning atmosphere for getting new agents up to speed. In addition, it can decrease attrition rates during the first 120 days of tenure, due to timely, accurate feedback and coaching.

One of the key advantages of voice analytics is its ability to differentiate between customer and agent speech, facilitating a comprehensive breakdown of conversations. Through meticulous exploration of the dynamics within these interactions, organizations can uncover valuable opportunities for improvement. Additionally, insights from voice analytics can inform agent training initiatives, pinpointing areas where additional coaching or development is needed so teams can fine-tune performance metrics, such as call handle time, resolution rates, and customer satisfaction scores. 

To make feedback more engaging and interactive, organizations can incorporate gamification elements into the voice analytics process. Users can receive points, progress indicators, or rewards based on their performance, creating a sense of motivation and achievement. Automated scorecards can be used to showcase top performers on leaderboards, fostering friendly competition and encouraging employees to strive for improvement. This gamified approach not only makes feedback more enjoyable but also drives continuous growth and learning within the workforce. 

By using insights to identify and recognize top performers, organizations can tap into their expertise to support the growth and development of other agents. This collaborative environment promotes learning, mentorship, and career advancement opportunities, fostering a culture of excellence and driving overall team performance.

Furthermore, sentiment analysis enables assessment of the emotional tone exhibited by both agents and customers throughout their conversations. By segmenting sentiments at various stages of the interaction, organizations can gain a nuanced understanding of customer engagement and its impact on key performance indicators such as Net Promoter Scores (NPS). This deeper insight into customer emotions allows organizations to tailor their approaches, resolve issues more effectively, and create meaningful experiences that drive customer loyalty and advocacy. 

The Fully Automated Future 

According to Forrester, enterprises that integrate artificial intelligence with humans report a 69% improvement in agent satisfaction. Automated scoring with speech analytics provides consistency and standardization by removing subjectiveness and human error while ensuring consistent reporting. Real-time monitoring is a core benefit in automated scoring systems because, within minutes of a call, it can provide an assessment of agent performance. This visibility empowers organizations to identify trends, pinpoint potential issues, and make data-driven decisions swiftly. 

Automated scorecards also offer agility in adapting to changing requirements. This flexibility ensures that contact centers align with updated guidelines, allowing them to maintain compliance and deliver high-quality service without disrupting operations.

As voice analytics continues to evolve and seamlessly integrate with artificial intelligence (AI,) machine learning, and Natural Language Processing (NLP) technologies, organizations across industries will unlock the power of a self-learning ecosystem. By embracing the fully automated future of voice analytics, they can stay at the forefront of innovation, drive efficiency, and deliver exceptional results.

Looking at the healthcare industry as an example, the future of voice analytics holds immense potential. By incorporating advanced technologies such as NLP, voice analytics can revolutionize patient care and support healthcare professionals. Through automated transcription and analysis of doctor-patient interactions, voice analytics can extract vital medical information, identify potential issues or risks, and provide actionable insights to healthcare providers. For instance, during a medication adherence call, when reaching out to a patient with lapsed prescription, analyzing the calls can help identify root causes and reasons. Visualizations, such as interactive charts and graphs, complement these automated insights, offering healthcare professionals a comprehensive and holistic view of patient data. This enables them to make informed decisions, deliver personalized care, and drive improved patient outcomes. 

Voice Analytics is the key to unlocking true customer-centricity. By combining data-driven personalization, comprehensive visualization, and continuous optimization, organizations can create exceptional and deeply human experiences. As we look to the fully automated future, Voice Analytics will integrate with advanced technologies, revolutionizing industries and paving the way for personalized care, operational optimization, and unparalleled customer satisfaction.

An example of a future state is capturing and analyzing audio data, in combination with metadata such as a license plate at a fast-food drive-thru window. By analyzing customer interactions at the drive-thru window, voice analytics can identify patterns and preferences. If customers frequently order specific items together, the system can notify employees to suggest complementary or upgraded options, increasing the chances of upselling and cross-selling. This data can be used to train AI drive-thru attendants, which will further enhance the customers’ experience while providing consistent and repeatable upsell cross-sell opportunities for the brand. 

The future of voice analytics holds immense potential when combined with advanced technologies like facial recognition. The integration of voice analytics and facial recognition will allow businesses to gather additional context and cues from customer interactions. By analyzing not only spoken words but also facial expressions, emotions, and gestures, organizations can gain a deeper understanding of customer experiences and intentions. This approach will create highly personalized experiences, optimize operations, and drive success in the digital era. 

Frank Pettinato
CEO of Avantive Solutions

Frank Pettinato is an accomplished thought
leader with expertise in strategic leadership, sales
and marketing, innovation, and technology. Currently, he is the CEO of Avantive Solutions, a global provider of digital marketing and business process outsourcing (BPO) solutions, where he uses his passion for Purpose-Driven culture and results-oriented style to delight clients, engage and develop his employees, and support the community.

Avantive Solutions is a purpose-driven, global digital transformation leader specializing in designing, building, and delivering innovative customer experience (CX), strategic sales, and digital marketing solutions.

Learn more at avantivesolutions.com

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