How to Drive More Value from Customer Conversation Transcripts

Unlocking the real power of transcription

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How to Drive More Value from Customer Conversation Transcripts - CX Today News
Loyalty ManagementInsights

Published: October 5, 2023

Rebekah Carter

Today’s companies are competing primarily on the basis of customer experience. The better businesses can serve and support their customers, the more likely they are to build revenue and unlock new opportunities. However, in a world where customer expectations are constantly evolving, a core part of delivering great experiences, is finding ways to understand your target audience. 

In the contact center, this means converting the huge volumes of data created in every customer conversation into meaningful, actionable insights. Transcription tools allow organizations to derive value from each customer discussion, learning more about the issues their clients face, their expectations, and even how they respond to the behaviors of agents.  

However, while transcripts can offer value, they do very little on their own. Simply converting speech into text isn’t enough to create an award-winning customer experience. Businesses need to learn how to effectively leverage the data available in a transcript to boost agent performance, and create more satisfied customers.  

Creating More Value from Customer Transcripts 

In the contact center and customer service environment, transcription tools are one of the most essential resources companies can use to translate raw data into meaningful insights. There are various solutions available to assist with this today. Some are built directly into CCaaS platforms, and leverage voice recognition and natural language processing to help enhance data.  

Other solutions are delivered on a standalone basis, and help companies to capture and convert information from a range of channels into searchable content. While transcription tools are becoming more efficient and effective, they can still only deliver limited value without the right strategy. 

“Transcripts have the potential to reveal a world of insights – but it’s only one part of the puzzle. Historically, a call was simply listened to by an evaluator and scored, but a transcribed call allows the QA platform to take some of that load. Enabling the analysis of more calls, giving greater coverage and identifying key insights and underperformance issues that require the evaluator to perform a deeper dive, manual QA and feedback. AI plays a fundamental role in this, helping to maximize efficiency.” Chris Mounce, Quality Assurance and Coaching Specialist at EvaluAgent

Pulling the most value from transcripts requires companies to invest in a few key areas: 

1. Improving Accuracy 

Data can only drive meaningful business results when it provides an accurate representation of what’s happening within customer interactions. Thanks to natural language processing and conversational AI, many transcription tools can now deliver a higher level of accuracy. However, companies still need to ensure they’re setting their system up for success.  

The first step is using a tool that captures high-quality audio data. Background noise and other elements can quickly harm the quality of a transcription. Choosing a solution that can improve the quality of a transcription, with stereo audio recording capabilities, and built-in intelligence, can reduce the risk of inconsistent insights into business performance.  

Some specialist tools for call analytics and quality assurance even allow organizations to train their own intelligent transcription engines, to improve the quality of each transcript. For instance, tools can be trained to recognize specific keywords, or understand specialist language.  

2. Ensure Comprehensive Coverage 

Companies can only use transcripts to fully understand their audience and the needs of their agents when they focus on comprehensive visibility. Only capturing a handful of conversations means organizations get a restricted view of the full customer journey. With this in mind, businesses need to ensure they’re leveraging technology that can transcribe every customer conversation.  

The best tools will automatically collect information from every discussion with a customer, curating insights from voice calls, chat messages, and service tickets. This provides organizations with a more complete set of data points to use when making crucial CX decisions.  

The right tools can also save companies time and effort in managing and using transcriptions, with built-in artificial intelligence solutions. An AI-enhanced tool for complete transcription coverage can help businesses to rapidly identify issues that need attention in the contact center, issues with compliance, and bottlenecks in agent workflows.  

3. Leverage the Power of Analytics 

Capturing the right information accurately across a variety of channels is important in ensuring companies can get the most out of their transcription services. However, simply collecting and storing data isn’t enough to drive meaningful change. Organizations also need to be able to convert huge volumes of transcription data into meaningful insights.  

Using a quality analysis tool with built-in reporting and analytical features ensures companies can pinpoint the key components of their customer service strategy that need to evolve. The best platforms allow businesses to rapidly and automatically evaluate the performance of their people, and the impact of their processes during every interaction. 

Companies can create automatic QA scorecards for team members, which make it easier to monitor valuable metrics and performance KPIs. Using these insights, business leaders can not only learn more about the customer journey and the pain points their clients face, but also identify areas where agents need extra support to deliver the right experience.  

4. Implement Insights into Training 

Finally, after companies have effectively leveraged the right tools to capture and analyze transcripts, the next step is putting those insights to work. With the correct reports and analytics, business leaders can identify better ways of training and guiding their team members, to ensure they’re always delivering the right level of service.  

Quality assurance tools offering insights into the crucial patterns found in transcripts, such as EvaluAgent’s, give businesses an opportunity to find unique ways of improving productivity and efficiency, as well as employee engagement. Companies can even leverage valuable tools to create automated workflows and AI-driven guidance tools for team members who need assistance during conversations.  

The insights derived from customer contact transcripts can help businesses to provide their agents with valuable training into how to reassure, support, and engage customers. Some solutions even help organizations to deliver rapid, actionable feedback to agents when they need it most, with real-time dashboards and analytics.  

Unlocking the Power of Customer Transcripts 

Transcripts are a valuable tool for training, compliance, and improving customer service, but they need to be collected and used effectively to deliver the best results. Using the right technology to collect customer conversation information, pull insights from large volumes of data, and deliver useful feedback and training to teams ensures companies can get the most value from their transcriptions. Remember, without the right strategy, a transcript is just a document.  

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