Text Analytics Can Help Businesses Soothe Upset Callers

Using text analytics technology to analyze call-center transcripts and customer surveys, emails and tweets can improve customer service, in part by avoiding pitches that merely annoy customers, according to Ernst and Young.

Every major financial institution records its inbound calls, but few examine the data for insights into their customers, the company says in a report by consultants Heidi Boyle, Bernhard Klein Wassink and Avril Castagnetta.

Text analytics software searches textual communications for insights that could help businesses reduce customer attrition and target cross-selling efforts for greater success, the Ernst and Young report says. Without text analytics, executives miss the huge pool of comments and complaints describing customer attitudes about the company, its products and employees.

For example, if customers are calling frequently with billing questions, it may be a sign that a confusing billing statement needs to be redesigned.

Going further, the combination of text analytics and voice-recognition software can determine the emotional content of customer communications. If this is done while the customer is on the phone, the call-center script can be "adjusted to the customer's emotional state," the report notes.

"A customer calling about a replacement debit card is not ready to hear a pitch for a new mortgage product. Likewise, a caller who is upset about service and billing problems is probably not willing to be up-sold whole life insurance," the report says.

Text analytics software can help customer-service reps, the report says, by "suggesting relationship-building actions, instead of standard cross-selling messages that stand little chance of success."

Follow everything from CIO.com on Twitter @CIOonline, Facebook, Google + and LinkedIn.

Read more about customer relationship management (crm) in CIO's Customer Relationship Management (CRM) Drilldown.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Is your content marketing missing the mark?

Does it ever seem like the content you create falls flat on its face or that the leads you’re generating aren’t worth following up?

Dan Ratner

managing director, uberbrand

​ Creating a purpose-driven brand

So you want to be a brand with purpose. But what does it actually mean to build a brand with real meaning?

Paul Chappell

Partner and managing director, Brand + Story

Customer experience crisis: Proactively mitigating the risk of broken promises

Last Friday, three weeks after United Airline’s spectacular customer experience disaster, customers received a letter from the company’s CEO, Oscar Munoz.

Very rarely have I come across views so true. There are so many gems in this article, reflective of reality, onec can read it again and a...

Shyam Mishra

ANZ digital chief: Tackle the ‘frozen middle’ of your organisation or face irrelevancy

Read more

STOP STEALING BUISNESS CLASS TOILETS from A380, new 787's and A330's!!!!Thats what you call customer experience ONE toilet for all Busine...

Joe

Qantas CMO: What it's taking to evolve our customer experience

Read more

Dare i suggest that a "CEO" role in a peak industry body like Think Brink is not really much of a leap from CMO because it is also a mark...

Sventana

CMO to CEO: Think Brick chief reveals what it takes to make the jump

Read more

Grate post, thanks for the post.No matter what your business is, if you do no not rank among the top most search results of Google, Yahoo...

Rahul

Image intelligence:10 must-see infographics for marketers

Read more

Thank you Shane Blandford for carrying my Smarketing vision into KM !

Peter Strohkorb

​CMO Interview: Why aligning sales and marketing drives innovation at Konica Minolta

Read more

Latest Podcast

More podcasts

Sign in