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WHY COMPANIES WHO WANT TRUE VOC NEED TO ENGAGE THE POWER OF AI

By Michael Lawder
Chief Experience Officer, ASAPP



The best businesses succeed by developing a holistic understanding of their
customers. Most, if not all, consumer companies have a Voice of the Customer
(VoC) program, intended to capture and analyze feedback, leveraging the insights
to drive both strategic and operational improvements across the business. While
the intent of these programs is critical to constant improvement, the tools that
have been available to CX professionals fall short of delivering what they
really need.


SURVEYS AND SAMPLES ONLY GIVE A PARTIAL VIEW

Many organizations build VoC programs solely on a “survey and score” foundation.
When done right, surveys can play an important role in any VoC program. But due
to their low average response rate and general bias, they provide organizations
with a limited view of the overall customer experience and the quality of
service that is being delivered by your organization.

An overreliance on surveys has other pitfalls, too. Relationship-based surveys,
for example, evaluate general brand satisfaction, but often fail to provide
clear feedback on the internal processes, people, and frontline events that
contribute to customer experience. On the flip side, transaction-based surveys
capture feedback in the moment, but tend to lose sight of what the overall
relationship looks like from the customer’s point of view.

Other companies might record calls, then either listen to or transcribe a subset
of these calls. This approach also limits analysis to a small sample of customer
interactions.

Analyzing only a fraction of your calls fails to tell the whole story. Yet
companies rely on this data to make important decisions about product, sales,
and marketing initiatives as well as contact center operations.

What’s more, with both of these approaches, there can be a significant time
lapse between capturing the data, gaining insight from that data, and putting
that insight into action. The truth is that most of us in the customer
experience world have never had a full view of the quality of service we are
delivering to our customers, and the opportunities that exist to improve the way
in which we serve our customers across the enterprise.


AI ELEVATES VOC WITH NEW POSSIBILITIES

Artificial intelligence fuels new options for gaining more comprehensive
customer insight. And, for putting that insight into action. Forward thinking CX
leaders are excited about mining this wealth of data and are heartened to learn
that they won’t need an army of data scientists on staff to do it.


HIGHLY ACCURATE TRANSCRIPTION IS KEY

The best of these new solutions start with highly accurate real-time
transcription of every call. Transcription is not the goal, but a means to an
end. However the importance of the quality of transcription can’t be overstated,
as this is the fuel for meaningful analysis. More on this here.

AI solutions that use machine learning models custom trained on a company’s
lexicon are—not surprisingly—far more accurate than solutions using generic
models trained on everyone’s data. Consequently, they can deliver far more
value.

Michael Lawder

Getting this data in real time gives companies the opportunity to take action
instantly instead of waiting weeks, months, or even longer to address customer
needs. And having it for every call gives companies a much fuller customer
perspective.


RICH ACTIONABLE INSIGHTS

The real value comes not in just getting the data, but in being able to put it
to use in meaningful ways. Beyond accurately transcribing customer
conversations, an AI-driven VoC program can:

 * Analyze sentiment and even predict CSAT and NPS scores
 * Capture customers problem statements
 * Classify intent at a useful level of detail
 * Spot correlations between things—for example: callbacks or sentiment by
   agent, intent, or length of call
 * Highlight trends and anomalies in customer conversations
 * Alert supervisors of coaching need by agent or topic
 * Automate summary notes, providing cleaner data for analysis and better
   records for future customer contact

For the first time, you can effectively measure the quality of service you are
delivering for every product, every interaction, every agent.

Cultivating VoC of this depth can do more than help manage and optimize CX
operations. It has the power to influence business as a whole. CX leaders become
the ultimate advocate for the customer, able to synthesize customer wants and
needs as they relate to every stage of the customer journey. This elevates their
stature in the organization, as they become trusted sources for insights that
inform key decisions and strategy aimed to build customer loyalty and grow
revenue. If you’d like to hear how companies in your industry are using
AI-driven speech intelligence solutions in their VOC programs, drop us a line at
ask@nullasapp.com.

Michael Lawder is Customer Experience Officer at ASAPP.


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