How can sentiment analysis turn call centers into customer insight superstars?
Call centers can often be your most important touchpoint for customer loyalty and retention. Call centers usually deal with present customer concerns and issues and are thus frequently overlooked as essential sources of customer and brand insights. The truth is call centers are as important to your company’s customer success as are front line sales associates. In many industries such as retail, banking, and telecommunications, call centers are critical to on-going post-purchase success and support.
The conversations that occur through a call center are packed with vital intelligence that can help a company looking to improve customer experience through its pricing, products, service, etc. To discover, extract, and analyze these valuable insights at scale, you can use various automated tools such as sentiment analysis and opinion mining. These tools surface the most relevant and important information from text data that your organization can then use to formulate the strategic decisions needed to improve overall customer value delivery.
How are call centers important to Customer Experience?
Customer experience (CX) is a marketing term that refers to a customer’s holistic view of a company’s overall brand. It’s based on their various encounters with the company across multiple points such as products, branches, online, mobile, and customer service. It is complex as each client has their own unique, dynamic experience resulting from multiple brand impressions as formed through first-hand encounters. One of the most important experiences a customer can have with your company is through your call centers.
Call centers are powerful because they allow your brand to connect with your present customers and collect essential conversations in the form of text transcripts about their customer experience and other interactions with your business. Whether customers choose to talk to you through phone calls, emails, or chatbots, these conversations can all be transcribed if needed. Further, using text analytics can be analyzed for opinions, sentiment, or extracting named entities. The insights extracted by text analytics are scored for the sentiment (+1 positive, to 0 neutral, to -1 negative) then grouped and classified by important topics, aspects, and/or entities.
The aim of gathering and analyzing information should always be to uncover insights, trends, and patterns in data. This data can help your company make more confident, data-driven strategic decisions to improve business through pinpointing areas that require a change to generate a more positive sentiment (love, joy, like, great, amazing, wow, etc.) and reduce negative feelings (hate, angry, upset, horrible, etc). Positive customer experience is an essential prerequisite for continued revenue growth and word-of-mouth promotion. You can easily establish a benchmark for customer experience and by using a sentiment analysis dashboard you can set and track your metrics and KPIs to measure progress.
What are the benefits of call center sentiment analysis?
There are five primary benefits of call center sentiment analysis:
- Drive greater sales by identifying up-sell and cross-sell opportunities to clients who express positive feelings and opinions.
- Improve products and services by analyzing negative call center feedback trending and making needed changes.
- Improve call center representative scripts and effectiveness by analyzing the sentiments associated with specific phrases.
- Understand what’s working with customers by examining positive sentiment and emphasizing those features or aspects.
- Improve customer loyalty and reduce churn rate through more impactful call center techniques that create positivity and/or de-escalate negativity.
By conducting sentiment analysis through either a platform or API,
will improve your call center effectiveness, provide business insights
for strategic change, increase revenue, and drive overall ROI.