How speech analytics is improving marketing

[ashammi228]

Content
What is speech analytics
Speech recognition technology
Speech analytics in marketing
How Speech Analytics Works in UIS
Speech Analytics and Sales
What's the power, UIS?
Combining Marketing and Sales
Market Research Future confirms that demand for speech analytics is growing. What is the reason for this? The number of voice and telephone interactions between consumers and companies is increasing, while brands continue to work on improving customer satisfaction. We tell you in more detail what telegram company profile speech analytics is, how it works, where it is used, and how it can boost your marketing today.


Speech Analysis Solutions Market Dynamics to 2022. Source: Market Research Future
What is speech analytics
Sooner or later, any business faces the following questions: “Where can I find potential for growth? How can I increase the conversion from a call to a sale? How can I find out what the client wants and best satisfy their needs?” To answer them and make the right strategic decisions, it is necessary to analyze a huge array of telephone conversations between the company’s employees and clients. Speech analytics allows you to do this faster, cheaper, and with greater accuracy.

Speech analytics are technologies and methods used to extract practical knowledge from speech data streams.

Conversations can be analyzed at different levels:

by keywords,
on specific topics,
by the tone of the appeals,
by emotions, etc.
Speech analytics is most widely used to improve the efficiency of contact centers. It helps monitor the work of operators, identify their errors and correct their work, analyze customer satisfaction and improve interaction with them.


Application of speech analytics in contact center
Used in various fields, speech analytics helps improve customer service, find growth points in business and ultimately increase company profits.

Speech recognition technology
Speech analytics is based on speech recognition technology. It is applied in four main areas:

speech recognition for voice service systems. These are the well-known Siri (iPhone), Google voice search, IVR systems in many call centers - support services for mobile operators, mail, Russian Railways, etc.,
voice recognition and identification - voice biometrics used in banks,
emotion analytics, used in addition to speech analytics, to more accurately identify “bad” and “good” messages,
speech analytics proper.
How the technology works: the sound enters the speech recognition module, is digitized and converted into text. The system then works with the received text data. For example, Google analyzes them and offers a solution in the form of search results. In the field of voice assistants, the system transfers text data to the cloud and executes the required command. And in speech analytics, the head of the contact center, for example, examines the received information to monitor the work of his employees.

Don't waste your advertising budget
The call tracking and end-to-end analytics service will show the effectiveness of each source in terms of “from click to sale”.

Get a consultation

Speech analytics in marketing
The area of ​​application of technology in marketing is phone calls. Why does a marketer listen to calls?

To assess the quality of attracted traffic (listens to what the clients who contact us say).
To mark calls by properties and build end-to-end analytics (sales funnels, where the target action is a call with these properties).
For a general assessment of channel effectiveness.
To identify customer questions and subsequent changes to the site.
To identify fraud, spam and non-targeted calls and determine their share.
To identify cases where the operator has built "incorrect communication". These cases can then be analyzed together with the head of the sales department or call center.
When the number of calls does not allow for wiretapping on their own, marketers turn to contractors. The cost of such a service for businesses starts at 3 rubles per minute of wiretapping, while errors in the assessment are not excluded.

With the help of a speech analytics tool, calls are processed automatically, which allows this to be done on a larger scale and much cheaper. Voice recognition technology works faster, more conveniently and more accurately, since the possibility of human error is excluded. Ultimately, speech analytics helps the marketer save budget and provides data for performing all the tasks mentioned above.

Let's look at how this happens using an example.

The company "DomStroySdavaySnimay", as you may have guessed, is engaged in the sale and rental of real estate. Its contact center receives more than 15,000 calls per month. The operator answers the call, finds out the client's request and redirects it to the right specialist. It is extremely important for the marketing manager to understand the ratio of requests for different areas of the company's business and their dynamics within the framework of advertising campaigns in order to then correctly distribute the advertising budget.

Wiretapping and tagging all calls would cost the company at least 70,000 rubles per month. Speech analytics can do this task faster and at a lower cost. The tool automatically converts calls into text, then analyzes the data and assigns a tag to each conversation.