In this guest post, CEO of Delacon, Michael Center (pictured below), says speech analytics has a myriad of useful applications for any business and here he outlines seven applications to improve your marketing…
Speech analytics data collected from calls made by potential new customers allows businesses to drive greater personalisation in the online environment and create more targeted ad serving. In addition, the rise of chatbots has not only helped businesses improve their customer service support, but combined with speech analytics, it can also contribute to the reduction of a company’s operational costs.
The following are seven ways using speech analytics can boost a businesses marketing efforts.
Chatbots have become a useful and cost-effective customer service tool. As businesses look to improve the customer experience, chatbots can play a complementary role to traditional support services such as phone, email and website FAQs.
When applying speech analytics, call transcripts are analysed for specific keywords and phrases spoken. These keywords can be used to group calls into different categories, such as sales, billing/accounts and support/service.
The speech analytics data can then be ingested into the chatbot AI, where the information gained in calls can be used to identify the type of chatbot enquiry, so answers can be retrieved sooner as well as accurately answering the questions by using elements of call transcripts
As chatbots become more sophisticated and able to answer enquiries faster and more accurately, they can potentially be used to replace call agents and chat agents, reducing labour costs.
Digital marketing has allowed marketers to create more personalised campaigns. A recent survey from personalisation software provider Evergage found that 88 per cent of marketers reported improvements in results from personalisation, with 63 per cent seeing increased conversion rates from personalisation efforts.
Typically, personalisation works by using the web user’s online experience to serve them personalised content the next time they visit. Speech analytics can enhance this personalised experience by pushing data captured in a phone call – what product or service the caller actually spoke about – into a personalisation platform. The information can then be used to further personalise the digital experience.
3. Targeted ad serving
Speech analytics data, including keywords and call categories, can be pushed into a bid management platform to serve ads specifically based on the content of the call.
By knowing specifically what the call was about – beyond just the landing page, referral URL and keyword – more targeted ads can be served, improving ad effectiveness.
4. Ad serving on social
When a call is made to a company using speech analytics and call tracking technology, the caller’s phone number is captured.
Ad serving platforms can then use the captured phone number to serve ads on social media platforms, such as Facebook, where the caller’s number is displayed.
Speech analytics takes this further by combining data captured on the call – such as keywords and phrases spoken – with the captured phone numbers. This means the caller can have targeted ads served on their social platforms about what specifically was mentioned in their phone call, making the ads even more personal.
5. Personal identifier information
Personal Identifier Information (PII) is used to identify individual callers. In most cases, the phone number, email address or both are identified. Speech analytics enhances this by combining the PII information with data from call transcripts, specifically around what the caller wanted.
This data can be ingested into bid management and ad serving platforms to run highly targeted ads at the callers.
6. Lead scoring
Lead scoring can help sales teams identify which leads are most likely to purchase so they can focus on leads which are more likely to convert into a sale. Scoring is based on a predetermined criteria set around activities and interactions the user has with a company, such as opening an email or visiting a webpage.
By using the data from a phone call, a lead score can be updated based on a consumer’s likely intent to purchase, which can be obtained from the keywords used.
Hence, when mixing in speech analytics, a lead score can be more accurate and targeted as it is based on the conversation as well as web interactions.
7. CRM Integration
Speech analytics data, including the top 20 keywords and call categories can be pushed into CRM systems.
This data can then be used by sales agents to identify what was discussed on previous calls to help personalise future conversations.
Call centre managers can also use the data to see what agents have had the most sales calls so they can see if agents are converting sales intern calls into actual sales.