Are you monitoring how your contact center agents serve customers? Are your customers satisfied with the service? Quality control and monitoring customer satisfaction are two key factors that influence the efficiency of a contact center and the overall success of a business. Call transcription is an extremely useful tool for evaluating operator performance as well as for collecting and analyzing the Voice of Customer (VoC). Let’s take a closer look at both processes and the relationship between them.
Call transcription for service quality evaluation
First, let’s explain what call transcription is. Call transcription is the process of converting speech to text. In the context of a call center, transcription is carried out using software and hardware solutions based on artificial intelligence and voice recognition technologies that convert spoken language into text format.
How to evaluate service quality without transcription?
In a small call center with 2-3 agents, you might manage without transcription. For evaluating service quality, a manager can simply listen to the recorded conversations with customers and make assessments based on them. However, imagine a large contact center with, say, 100 operators, half of whom handle incoming calls and the other half work on outbound lines for telemarketing or surveys. In such a case, random call monitoring will not provide representative data, and processing a large volume of audio recordings would require significant time and resources.
How call transcription enhances customer service quality?
Call transcription in a contact center enables the rapid processing of large data sets generated during operator-customer conversations. Analyzing this data helps in several key areas:
Monitor script adherence
Contact center agents need to greet the customer, mention the company name, identify the reason for the call, and use the customer’s name several times during the conversation. Scripts are crucial, especially for telemarketing, cross-selling, and marketing surveys. Transcription helps ensure agents follow these scripts.
Identify inappropriate language and filler words
People often use in their speech dialects, diminutives, slang, and sometimes inappropriate expressions. But is this acceptable in customer service? The contact center, whether in-house or outsourced, represents the company’s image. Therefore, it’s important to ensure agents use appropriate language.
Detect common customer objections
Providing excellent service means understanding what customers disagree with. Transcription can identify which words, phrases, or questions trigger objections. This allows you to adjust the service script in advance to smooth out any “rough edges” in the conversation.
Capture and quickly find key conversation aspects
In fields such as medicine, finance, and legal services, customer service must meet high standards for accuracy and regulatory compliance. Call transcription serves as an additional tool for documenting the provided service, enabling quick retrieval and resolution of disputed issues.
Automate agent training processes
Transcribing voice to text allows you to extract examples of top-quality service from a large volume of voice data and convert them into training materials for new agents.
Transcription also helps identify long pauses in conversations, which may indicate the agent is struggling to find an answer. This highlights knowledge gaps on specific topics, allowing for targeted training programs.
Clearly, call transcription is crucial for contact center quality assurance. Now, let’s move on to using transcription to better understand the Voice of the Customer.
What is the Voice of Customer?
Voice of Customer (VoC) is the process of collecting and analyzing customer feedback about their expectations, needs, preferences, and experiences with a company. VoC helps businesses understand what their customers value, the problems they face, and how products or services can be improved to meet their needs. The main aspects of VoC include:
- Data collection
- Analysis
- Interpretation
- Implementation.
VoC is critically important for any business that aims to understand its customers and meet their needs, ensuring high service levels and improving satisfaction metrics such as NPS, CSAT, and CSI.
How call transcription helps capture the Voice of Customer?
Call transcription in contact centers is essential for understanding the Voice of Customer. Here’s how transcription helps:
Data collection
Contact centers produce a vast amount of unstructured data daily. Transcription converts this audio data into text, making it easier to analyze. This process provides an accurate and detailed record of each customer interaction, allowing for comprehensive data collection on customer needs, issues, and requests.
Data analysis
With natural language processing tools, transcription automatically identifies conversation topics, sentiments, and the frequency of specific keywords or phrases. For instance, if a company launches a promotional campaign, analyzing the text data can reveal whether mentions of the promoted brand or related terms have increased.
Insight discovery
Call transcription allows companies to interpret information from phone conversations, uncovering recurring patterns, problem areas, trends, and insights. This enables companies to develop targeted actions and strategies to address identified issues and improve service.
Process and product improvement
Understanding the Voice of the Customer gives businesses a competitive edge. With the insights gained from transcription, companies can develop products and services that meet customer demand, deliver exceptional experiences, and build stronger relationships with their audience. Investing in call transcription technology is crucial for any business aiming to leverage these benefits.
Call transcription: conclusions
Call transcription in contact centers is indispensable for evaluating service quality and understanding the Voice of the Customer. It allows for detailed analysis of customer conversations, helps identify problem areas, understand customer needs, and discover new business opportunities.
The link between service quality evaluation and understanding the Voice of the Customer is vital. Call transcription bridges these two processes, providing valuable information necessary for improving both.
The availability of AI-enhanced transcription tools makes this process even more efficient and accessible. Using software to convert voice to text in call centers is not a luxury but a strategic necessity. AI powered transcription can automatically convert audio recordings into text, saving time and resources, making call transcription accessible to companies of all sizes and budgets.
