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Survey Report: Conversational Analytics Industry Best Practices

07-02-2021 08:07 AM CET | IT, New Media & Software

Press release from: Macrosoft Inc.

Conversational Analytics - Macrosoft Survey Report

Conversational Analytics - Macrosoft Survey Report

Macrosoft is a technology consulting firm with strategic partnerships with the leaders in Conversational Analytics. To gain the pulse of this industry Macrosoft conducted an industry best practices survey during the first two weeks of March 2021. 569 individuals participated in the 20-question survey. Based on this broad participation it is believed that the results are highly accurate and represent a true industry-wide perspective.

We have focused on Conversational Analytics as this is the broadest category, defined as creating digital data from human conversation, be it written or spoken, by using Natural Language Processing (NLP) which thereby enables computers to understand what is being said and applying Artificial Intelligence (AI) to extract and organize the information. Within Conversational Analytics you will find both “Speech Analytics” which is “what was said” and Voice Analytics” which is focused on “how it was said”.

Select findings:
• As expected, the vast majority (97%) of respondents indicate their Call Centers do record conversations.

• Given the fact that almost 80% of respondents indicate their agents follow scripts, that brings forward the need for Conversational Analytics to monitor and assess agent’s compliance.
o 19% indicate their agents follow full scripts.
o This increases to 79% when we add responses where agents follow some scripted elements.
o 18% of respondents indicate their agents have limited talking points but not a script.
o And 2% engage in completely freeform non-scripted conversations.

• Utilizing a Conversational Analytics platform allows call coverage to scale to 100% of calls, and perhaps as importantly, the scoring process used in the platform will be applied consistently across all customer calls, eliminating reviewer bias concerns.
o 41% of respondents indicate their company’s Call Center has a formal and complete scorecard used to review and track the quality of agent recorded conversations.
o 48% indicate their company has scorecard guidelines that provide much the same information but in a more informal way.
o 11% indicate their Call Centers do not have any defined process for scoring customer calls.

• What is the biggest issue you have with agents?
o We listed 10 commonly discussed issues contact centers face with respect to their agents. The top priority issue is recruiting new agents. Another 34% consider it to be an issue of some importance. The related issue of “agent attrition” is also highly rated.
o A surprising high response was garnered by the issue “too many redundant tools/systems”. 18% of respondents consider it to be among the biggest issues, and another 31% consider it to be an issue of some importance.

• Do you use recordings for R&D purposes?
o 60% of respondents indicate their companies use the customer conversation recordings to derive R&D findings. That is, companies are using these customer conversations to identify ways to make their product or service better, more efficient, and user friendly, to add new features and functionality to the product or service.

The complete report download, and an interactive reporting portal can be found at https://www.macrosoftinc.com/conversational-analytics-survey/

Macrosoft is available to provide an industry expert who can present these results as requested to industry user groups.

John Kullmann
VP, Technical Solutions
Macrosoft, Inc
2 Sylvan Way
Parsippany, NJ 07054
jkullmann@macrosoftinc.com

Macrosoft is a technology consulting firm with strategic partnerships with the leaders in Conversational Analytics. Macrosoft delivers high-quality, cost-effective, full lifecycle solutions to complex software development projects. Resulting in over 25 years of successful engagements and over 400 professionals working for an exceptional client list.

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