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B&T > Marketing > Delacon Creates Speech Analytics Platform To Enhance Marketing Intelligence
MarketingTechnology

Delacon Creates Speech Analytics Platform To Enhance Marketing Intelligence

Tim Addington
Published on: 15th March 2018 at 6:23 PM
Tim Addington
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Marketers can now effectively ‘listen’ to every phone conversation made to their call centres and get information from customers to better optimise marketing campaigns and sales with the launch of a speech analytics platform.

Using an artificial intelligence engine to transcribe and analyse all calls, Australian-owned and operated global provider of call analytics, Delacon, has developed the specialist module to provide a deeper understanding of customer behaviour and sentiment once they move from the online to offline world.

While call analytics have accurately measured and attributed which marketing channel a customer has connected to the business or brand for some time, analysis of what is being said during calls has not previously been possible at scale.

Through real-time analysis of telephone conversations, Delacon’s Speech Analytics Module (SAM) now means marketers can categorise every call they receive, be it sales, support, billing or complaint.

In addition, specific keywords and phrases can be monitored to improve customer experience, marketing campaigns, sales conversion and staff training.

Speech analytics scans for frequent keywords which can then be used by brands and agencies in SEO and SEM campaigns.

Campaigns that delivered ‘good’ calls can be quickly identified enabling marketers to optimise them further and category analysis gives a greater understanding of the type and volume of calls being received without having to physically listen to every call.

Delacon can integrate call and speech analytics data with marketing technology platforms such as Google Analytics, Salesforce and DOMO, and works with partners including Medibank, Red Energy and enterprise-level telcos, finance and education businesses.

Michael Center, CEO of Delacon, said: “The global call commerce market is worth US$1 trillion and 65 per cent of businesses consider phone calls as their highest-quality lead source, so it’s clear that inbound customer calls are still as important and relevant as ever.

“While we have been able to effectively attribute which marketing channel has triggered a customer call, Australian advertisers and agencies have until now not been able to analyse what’s being said in that call.

“Multiply that by hundreds or thousands of calls received each day and that’s critical consumer data being missed which can be used to optimise the customer experience, marketing campaigns, sales and staff training.”

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TAGGED: delacon, speech analytics
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By Tim Addington
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Communications professional with 15 years experience working in journalism, publishing and public relations for leading newspapers, magazines and PR agencies in the UK, Middle East and Australia. Currently working as executive director at peak trade association Publishers Australia after spending close to two years as communications director for independent Sydney advertising agency The Works in addition to providing PR consulting for media agencies, strategic marketing consultancies and experiential companies. Prior to The Works I was associate publisher and editor of leading advertising, marketing and media title, B&T, managing online and print editions, events and awards. Before moving to Australia I worked as editor of marketing and advertising magazine Campaign Middle East in Dubai, again overseeing online and the print magazine as well as developing and implementing educational and award events. Previously worked in public relations and UK national daily newspapers. Specialities include, strategic management, PR strategy, crisis management, media relations, writing, editing, event and people management.

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