The Importance of Transcribing your Contact Center Calls
Call monitoring is popular at pharma contact centers, as many managers are listening in and/or recording their contact center’s calls to extract as much information they can about their center’s performance. It is extremely important to listen to calls between agents and customers to gain a better understanding of the customer experience and determine how to make changes that will have a positive impact. If your contact center is monitoring calls, it can be a time-consuming task if the right tools aren’t applied. This is where call transcription comes into play.
If you’re recording calls, speech-to-text software can be an effective method to transcribe the audio allowing you to analyze those calls more quickly and easily, scanning for the answers that you need. With a transcription tool you can visualize the words rather than just listening, which makes the conversation easier to understand and review. There’s no more pausing or rewinding to make sure what you heard is correct.
Three Tips to Maximize Value
At Centerfirst, we found that implementing transcription software into our eQM process has improved our efficiency and increased the value we provide to our clients. With that said, implementing transcription software by itself will likely not add value to your current processes, instead a commitment of time and resources to develop and maintain the system will be needed to maximize value. Here are three tips we have discovered help to ensure you get the most out of your investment:
- Know Your Goals When working with transcription software, one of the best investments you can make is spending time to build out categories that are aligned to your contact center goals. Categories, in its simplest form, are groups of words and phrases that the transcription tool will search for to provide some automated analysis on your calls. These categories can be related to a number of call attributes including emotional, such as empathy, or operational, such as customer churn. These categories allow you to get rapid feedback from your transcribed calls for particular areas of interest for your program. The more time you spend creating these categories up front, the faster you will gather the information you need to help your center achieve industry leading performance.
- Give the System Feedback One of the most common issues our clients mention when they have tried implementing their own transcription software is that it creates more data but it isn’t meaningful. Transcription software that is off-the-shelf will often times be too generic and vague to provide the valuable feedback you are looking for within your center. This is why it is imperative that when you invest in a transcription tool, you also invest in the resources you will need to enhance and maintain the system. At Centerfirst, we utilize a human-in-the-loop approach that utilizes our experienced team to continuously update our system and analyze the results. Categories must be continually refined, and results need to be validated and further analyzed. Without dedicated resources, your ROI with your software will leave you wanting.
- Explore the Data for Commonalities and Root Causes So, you have your categories built and you have your team in place, what else could you need? Well, we have found that one of the biggest benefits of transcription software is its ability to structure naturally unstructured, unsolicited feedback for your organization. With all of this insight-rich data now available at your fingertips, you are now presented with the opportunity to identify opportunities with your center before they become large issues. Word clouds created from the most common words and phrases in your contact center interactions can provide you with areas worthy of additional research that you may have not considered before. Also, when issues are identified, additional analysis can be performed on your flagged interactions to identify a root-cause of the issue that can now be remedied in a fraction of the time compared to pre transcription times.
With call transcription and analysis, you can “[uncover] new brand perceptions, sentiment, and challenges” along with gaining a deeper understanding of your customers and determining what type of solutions you should embrace. Transcribing calls can improve your contact center performance on the agent, program, and customer levels. It can also increase the customer experience and can be much more reliable than sending out CX surveys and asking customers questions directly. When you add in call transcription software to your internal quality monitoring processes, you will be greeted with an opportunity to gain an unprecedented level of transparency into your contact center. With this additional transparency you will be able to maximize your brand perception, grow your revenues, and improve the experience for your customers.
If you’d like to learn more, please contact us.