Unlocking Insights from Customer Conversations for Marketing

Sandra Radlovački

Discover why customer conversations are one of the most valuable data sources

Unlocking Insights from Customer Conversations for Marketing

Many organizations take marketing data as the primary source of customer data, including demographic, technographic or intent. This data is usually collected through web interactions, surveys, or CRM.

Yet, (marketing) organizations seem to ignore customer conversations as one of the valuable data sources. Customer conversations can provide a lot of insights whether they are sales calls, onboarding, or simple support calls.

The critical difference with data extracted from conversations is that it is explicit, in other words, customers actually tell organizations what they think and feel.

There are many reasons behind not leveraging this type of data, few of them being impracticality, unscalability, and cost.

Thankfully, there is a solution which does all the heavy lifting for organizations in terms of gathering customer data: conversation intelligence.

How does it work?

Any type of customer conversation can be ingested and processed through conversation intelligence. This technology recognizes what is being said by using transcription or speech-to-text. Then, it gets analyzed in a contextual understanding engine, which is part of AI.

The key here is that conversation intelligence detects beyond what is being explicitly said in a conversation.

Finally, the output or the insights are generated based on what was processed. Outputs include questions asked, summaries, sentiment, predictive insights and many more. William Vuong, Head of Marketing, Symbl.ai, adds:

“The key takeaway is that conversation intelligence does not just convert something into text, but also understands the context, for example, when and how something is said between multiple speakers across different channels.”

Use in Marketing

Organizations can use conversation intelligence to extract intent and feature-specific insights from conversations.

By analyzing words and phrases used during calls, tracker analytics can show the percentage of customer satisfaction, customer confusion, churn indicators, and conversation topics. The software can also show silent seconds in a call.

Most importantly, all of these analytics are shown in real time, just as the caller is talking.

Once the analytics are stored in the customer data management platform Segment, they can be passed onto marketing platforms such as Marketo, or Google Ads, for various marketing purposes.

Marketing teams can leverage customer insights to fulfil two types of tasks: customer-specific, and data aggregation. The insights can be used to fill in missing account information, objectives or problems, feature or product interests, upsell opportunities and others.

When it comes to data aggregation, insights can be used for keywords, feature mentions, common problems, conversion blockers and more. Vuong explains:

“The way customers talk about features may be different from the way organizations describe them. This helps connect the two.”

“These insights can also show why some customers using trial are not upgrading to the full version.”

Symbl.ai has built AI that understands human conversations, explicitly and contextually. By leveraging the latest transcription, contextual and domain-specific insights, organizations can get to know their customers better. To find out more about what Symbl.ai offers, visit this page.

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