Call Centers have become a strategic element of the company, regardless of the sector, and deal with a variety of issues, from contracting or information about products and services, to after-sales service issues, such as questions about how a product or service is installed or works, or complaints or concerns about them. These issues are usually dealt with in emails, calls, chats or other means, and having knowledge of them in both valuable and essential for companies to ensure, improve and maintain a sublime customer experience.
However, Call Centers handle large volumes of calls, emails and other interactions, and in the case of large companies, thousands of calls per day, so the analysis of these calls can be really complicated for companies. However, there is high-tech software capable of storing all these interactions and analyzing them.
Thanks to these advanced technologies, such as Sentiment Analysis, Call Centers can find new ways to improve the customer experience, gaining more information about customers and their needs, complaints, queries, satisfaction or dissatisfaction by analyzing the large volume of calls they receive easily and efficiently. Sentiment Analysis, when used correctly, allows companies to discover what works and what makes their customers leave, helping them to make data-driven decisions, gain a competitive advantage and make the customer experience the best it can be.
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What is Sentiment Analysis?
Transcription and Speech Analytics performed on company calls have evolved towards other technologies and Artificial Intelligence tools that go beyond keywords recognition. This is how Sentiment Analysis arises with the objective of capturing more information about customers, recognizing their emotions and helping companies to evaluate the mood of their brand and their sales or customer service team.
Sentiment Analysis is one of the fields of natural language processing, dedicated to the exploration of subjective opinions or feelings collected from various sources on a particular topic.
Sentiment Analysis is an opportunity to explore the mindset of the members of an audience and to study the perception or image of the company from the user’s point of view. This makes Sentiment Analysis a great tool for in-depth product analysis, market research, reputation management or customer service, among others.
Benefits of Sentiment Analysis for CX
Knowing the source of customer dissatisfaction and training Call Center agents
Sometimes, when a customer contacts the Call Center, the reason for the dissatisfaction may not be understood, either because the explanation may be vague or because the agent does not comprehend the reasons for the dissatisfaction. Sentiment Analysis is designed to eliminate these confusions so that agents know exactly why a customer is dissatisfied by identifying language that conveys displeasure, raised tones or the overall negative sentiment of the intervention.
In addition, Sentiment Analysis is not only beneficial for detecting customer dissatisfaction but also for training agents. This data collected on the source of dissatisfaction allows employees to be trained with scripts based on real situations and issues, enabling them to deal effectively with customer requests, queries or complaints, thus improving the customer experience.
Improving inefficient products and processes
We live in a world with quick and easy access to products and services, which means that callers to a contact center expect quick resolutions that lead to a better customer experience. Leaving someone on hold longer than necessary could result in an unhappy customer. Sentiment Analysis, together with Speech Analytics, is designed to examine pauses and long periods of silence and to determine what is going wrong and which processes are causing customer dissatisfaction in order to improve them and achieve greater efficiency and customer experience.
In addition, it is interesting to know what customers think about the products and services offered by the company. Adapting products and services to the real needs of the customers expressed in the calls will mean a better customer experience, improving the levels of satisfaction with the company and its service.
Boosting customer loyalty and reducing churn rates
When customers feel they are not well served, they are likely to look to competitors for an answer. The data collected by Sentiment Analysis and Speech Analytics can be used to better serve customers’ needs, improve the customer experience and thus make them trust your company, which increases loyalty and reduces churn. In addition, satisfied customers are more likely to tell others about your company, which can lead to new customers.
If you want to learn more about the benefits of Sentiment Analysis, click here.
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