Beyond Call Recording:Speech Improves Quality

Assurance

Larry MarkChief Technology OfficerSER Solutions, Inc.

Affecting the Bottom Line

Business Challenges of Quality Assurance

• Improve the customer experience• Identify poor performing agents• Provide useful feedback for coaching and training• Evaluate effectiveness of scripts and call

handling processes• Supply business and marketing intelligence to

the rest of the organization• Ensure compliance (FCC/FTC/HIPAA)

Quality Assurance solutions are not about recording calls.They are about evaluating calls.

Automating a Quality Assurance System:• Eliminates today’s costly, manual monitoring process

• Only calls of value are directed to a supervisor for review

• Improves the effectiveness of Call Center Quality Assurance departments

• Calls remain available for additional knowledge queries• Enhances agent performance

A New Way of Thinking

A cost effective way to evaluate 100% of your calls

Why Evaluate all Calls?

• For many customers the contact center is the “face” of the companyo Poor service causes customer attrition

• Companies invest heavily in their brand and imageo Branding needs to be consistent within the

contact center

• There may be a high cost of non-compliance o Lost sale, fines, etc.

Creating and Keeping Customers

• Natwest Stockbrokers discovered…o Customer acquisition is 5 to 10 times more

expensive than retention

• Zurich Insurance discovered…o If they could sell a customer two products

instead of one, the chances of retaining that customer increased by over 60%

• A recent study Bain & Co found…o Reducing customer defections by just 5% could

increase profits anywhere between 25% and 85%

You Manage What You Measure

• Some Results Are Easy to Measureo Amount of revenue generatedo # of customers who purchased product

• Some Results Are NOTo Brand recognitiono Relationship buildingo Attempts to sell / up-sell

• When You Can’t Measure, You Must Analyze the Content of the Calls

o Live Voice Monitoringo Random Recordingo 100% Recording

Contact Center Reports Focus on Results

Which Recordings Have Value?

Recordings/Customer Interactions

High ValueLow ValueHigh ValueW

ors

t Pra

ctic

e Be

st Practice

Leveraging Speech Recognition Technology

Until now, the only solutionavailable for contact center operators has been a costly,

manual process

AssessCall MonitorRecord

Traditional Monitoring Process

The Business Challenge of Call Recording

All Recorded Customer

InteractionsReviewable Customer

Interactions

• Quality Customer Service

• Script Adherence

• Verification

• Training

Translates Directly to Staffing Requirements

Leveraging Speech Technology to Solve the Business Challenge

High Value Interactions Optimize Human Interaction Time & Focus Business Effort

All Recorded Customer

Interactions

Automated Quality

Assurance Solution

High Value Customer

Interactions

• Quality Customer Service

• Script Adherence

• Verification

• Training

Automated Quality Assurance

• Automatically performs a quality check on every recorded agent-customer interaction

• Looks for calls that do not meet pre-defined quality requirements

o use of inappropriate language o indications of dissatisfied customers

• Alerts Reviewer to only those calls which require immediate review and action

• Takes Reviewer to exact location in call requiring attention

Allows you to leverage your existing call recording infrastructure

Mining Business Intelligence

• Identify critical customer concerns

• Determine low-value calls• Spot emerging trends• Highlight up-sell opportunities• Provide valuable customer

feedback to other business units

Increase the value of every recorded customer interaction

Key Benefits• Balances Costs and Results

o Leverages existing QM staff to monitor more callso Enables monitoring of same % of calls, with less staff

• Improves Customer Serviceo Quickly pinpoints problem areaso Provides mechanism to learn your customers’ perceptions

• Improves Agent Effectiveness o Identifies areas requiring further trainingo Determines effectiveness of scriptso Uncovers trends o Provides timely feedback for agents, supervisors, and

departmentso Measures best practices

Importance of Choosing the Right Technology

Process Once, Search Many

• Audio is Processed Onceo Captured audio is transformed

into a searchable formato CPU intensive transformation is

performed once, not every timeo Searching is computationally

inexpensiveo Analysis is performed by

searching for key utteranceso Allows business rules to be

modified and re-executedo Enables data mining

Search Specification Language

• Proximityo Relation of phrases to each

other, or fixed anchors such as the start or end of the call

• Alternative Phraseologyo Specification of phrase

alternatives that are acceptable for a single key performance indicator

Beyond Basic Pattern Matching

Advanced Search Heuristics

o Cadence• Expected time sequence of KPI’s

o A-Priori Knowledge of Script Flow• Expected location of KPI’s within the conversation

o In Combination with Meta Data• Customization of KPI’s based on associated call data

Presentation of Results

o Top Level View shows overall trendso Ability to drill down into specificso Find offending calls, filtered by the drill down path

• Visual indications of confidence of the analysis

Enterprise Deployment Considerations

• Designed to work in concert with existing monitoring hardware, not replace it

• Not tied to a single transaction type• Provides advanced heuristics for better

understanding and anomaly detection• Supports Centralized or Distributed

monitoring strategy

Summary

• There are several new opportunities created when Speech Recognition is applied to conversations between agents and customers:

o Agent Effectiveness

o Monitoring Efficiency

o Enhanced Customer Service

o Reduced Costs

o Information Accessibility

Delivers Significant ROI

Questions & Answers