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!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Why defining brand strategy is vital to capitalising on quick wins

Big brands were once protected from small brands by high barriers to entry. Big brands had the resources to employ big agencies, to crack big ideas and to invest in big campaigns. They had the luxury of time to debate strategies and work on long-term innovation pipelines. Retailers used to partner with big brands.

Troy McKinnna

Co-founder, Agents of Spring, Calm & Stormy

3 ways to leverage the talents of your team to avoid disruption

​According to the World Economic Forum in its most recent The Future of Jobs report, the most important skills for the future are not technical, task-oriented skills, but higher-order skills such as creativity, social influence, active learning, and analytical thinking.

Gihan Perera

Futurist, leadership consultant

CMOs, it’s time to stop squandering customer attention

Businesses continue to highly value the attention they buy through paid media, yet at the same time, many continue to disregard and under-value opportunities to connect with customers using their owned media.

Well written Vanessa!! Agreed with your view that human experience is marketing's next frontier. Those businesses who are focused on the ...

Clyde Griffith

Forget customer experience, human experience is marketing's next frontier

Read more

Great tips for tops skills need to develop and stay competitive

Nick

The top skills needed to stay competitive in a rapidly changing workforce

Read more

The popularity of loyalty programs is diminishing, though I'd say it is because customers are savvy enough to recognise when a loyalty pr...

Heather

It’s time for marketers to rethink their approach to ‘loyalty’

Read more

Thanks Nadia for sharing this blog. It has really useful and amazing information about Salesforce Commerce Cloud and digital engagement w...

Holly Smith

Adidas taps data and technology smarts to build personalised digital engagement with consumers

Read more

clearly someone who's jealous and only comments from the safety of being behind their keyboard

Peter Sibson

The purpose of purpose - Brand science - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in