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 newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

How can a brand remain human in a digital world?

Some commentators estimate that by 2020, 85 per cent of buyer-seller interactions will happen online through social media and video*. That’s only two years away, and pertinent for any marketer.

James Kyd

Global head of brand strategy and marketing, Xero

​Relevance and substance are the keys to marketing’s future

Marketing’s evolution and increased value-add to organisations is making headway in one essential direction: Driving brands to achieve maximum relevance in the heart and minds of customers.

Jean-Luc Ambrosi

Author, marketer

Why doing your job well is the key to innovation

The words ‘power company’ and ‘innovation’ probably don’t seem like a natural combination. In fact, when I first went for a marketing role with an electricity company, I semi-dreaded the work I thought I’d be doing.

Catherine Anderson

Head of marketing, Powershop Australia

eHarmony should be closed forever for fraud!The success rate of eHarmony is less than 10%.eHarmony is ONLY a 17+ years old obsolete site...


eHarmony: How machine learning is leading to better and longer-lasting love matches

Read more

Krios.io/shop/ ICO relaunch March 14 - April 14 2018. Building a bigger community and more holders will surely move Krios to top exchan...

Mark Dalton

Blockchain pitched as answer to influencer marketing management

Read more

Lok knocks it out the park and predicts the future...“People are starting to understand they own their own data, and this will come to a ...


Data regulation key to marketing innovation

Read more

It needs to come from the top. It's not just about buy-in from the leadership team, leadership should be part of the development process ...

Stephen Houraghan

Why getting intimate is key to creating a great customer experience and optimising customer value

Read more

When was this article posted?


Report Reveals the Channels That Really Influence Consumer Purchase Decisions

Read more

Latest Podcast

More podcasts

Sign in