Conversational analysis is emerging as an innovative tool for contact centres. By analysing all existing exchanges, whether on voice or digital channels, companies are able to recover a huge amount of unexpected data. This information helps us to better understand our customers and their needs so that we can make more relevant and effective decisions: a significant advantage when it comes to fine-tuning our strategies to meet customer demands!
Using artificial intelligence, machine learning and natural language processing, conversational analysis makes use of all customer interactions, whatever the channel, to provide contact centres with a new source of data. From analysing feelings (tone of voice, volume, vocabulary, silence, etc.) to intentions and needs, conversational analysis solutions such as Hermes Interactions Analytics are able to provide more in-depth data on the general mood of a conversation.
This exhaustive approach means that companies can optimise their knowledge of their customers, since they have more information – both direct and implicit – about their behaviour, their needs and their positive or negative feedback.
While conversational analysis enables a wide range of data to be collected, it is also a way of providing agents with all the tools they need to manage their calls effectively and focus their actions more effectively. Classification of the reasons for calls, identification of the recurrence of problems or the most difficult points to deal with: these are all elements which, once identified, will enable scripts and arguments to be adjusted in order to facilitate the work of the teams and optimise their responsiveness.
This tool is also an effective way of understanding market trends and getting to know your competitors better. Thanks to conversations with customers, companies benefit from valuable information on price and product feedback, essential for identifying opportunities and trends, and therefore for making strategic decisions that are significant enough to stand out from the crowd and maintain a competitive edge.
The complete access to customers’ needs and opinions provided by the conversational analysis solution is transforming the way in which strategies are managed, from marketing to finance and communication. The data collected and analysed can be used to prioritise actions effectively, but it can also be used to rethink communication campaigns or adapt product or service offers and prices in real time in line with customer trends and demands.
The conversational information collected and analysed is transformed into data that can be used directly in the decision-making process. The contact centre thus becomes a central strategic hub, at the heart of the company’s planning and operations processes.
