A quick internet search for “out of context quotes election” will return thousands of results. We see it in the news everyday – politicians quoting someone out of context or their quotes being taken out of context. Unfortunately, opinions and decisions are formed based on this misinformation.
Let’s start with a little story. A number of years ago, a controversial initiative was on the ballot in the city where I live. It was dividing the city and drawing attention all over the state. Wanting to be a good citizen, I felt it was important that my voice be heard at the voting booth. I stepped out the front door, removed all of the propaganda hanging from the knob, drove past all of the opinion signs posted on the lawns, arrived at the elementary school, waited in the long line, and voted my conscience. I emerged from the building proudly brandishing my “I Voted” sticker and was stopped by a reporter. I thought to myself “Hey, this is pretty cool. I’ve never been interviewed by a reporter before.” I was very careful not to reveal how I had voted of course. One of the questions that came up was “Do you think there will be a lot of sore losers when the results come out?” My reply was, “I’m sure that there will be some disappointment for those on the losing side.” I don’t recall the rest of the questions but remember thinking “It will be cool to be quoted in a major newspaper” and I looked forward to it coming out. The following day, I picked up a copy and started reading the article. I quickly scanned through and found my quoted words “…I think there could be some sore losers.” I thought “Are you kidding me? I didn’t say that at all!” Words from that interview were completely taken out of context and didn’t even come out of my mouth. Of course the quote wasn’t a huge deal, but it was absolutely incorrect. It was in print now though, so that’s what I said as far as all my neighbors were concerned. The reporter did give me an out though, inserting “…she said” into the article, assuming I was female based on my name, apparently forgetting who she actually interviewed.
This is a prime example of words being taken out of context, misrepresenting what was actually said leading to false assumptions being made. Let’s analyze this for a minute. Yes, “sore losers” was spoken in the conversation, but not by me.
Now do you recall my above mention of “keyword spotting?” Let’s get back to call scoring and analysis and keyword spotting – consider a sales conversation between a phone sales agent and potential call-in buyer. The word “buy” is spoken in the conversation. Is it safe to assume that the agent made a sale or that this is a hot lead? Of course not! The phone caller could have said, “I would never buy that useless software…” or “Why should I ever buy your software?” or “Hey, I would love to buy your software.” Clearly analyzing or scoring calls with keyword spotting in these scenarios easily leads to erroneous analyses and poor assumptions.
Additionally what if we made the assumption that because the conversation lasted over 2 minutes that the potential buyer was very excited about our product and wanted to buy it? That person could have been giving the agent a ‘piece of his/her mind’ for 2 minutes, but based on a duration metric would have been wrongly labeled as a great lead. Sure, when someone is interested in something, generally, they will talk longer, but that certainly is not always the case. I would hate to be the sales person on that callback!
Most of us believe in Benjamin Franklin’s quote “TIME is money.” The faster a company can identify potential leads, how their sales staff is doing, or what conversations lead to a sale, the faster that company will grow and prosper. Truly understanding phone conversations and the gold mine of data that can be found within is beneficial to a company. Management could spend thousands of hours listening to each sales or marketing call to identify potential leads or what to train agents on, but “TIME is money.” That’s why automated Conversation AnalyticsTM is so important and valuable. Sadly several companies out there claim to be able to automatically analyze and score phone calls providing valuable time saving insights, but at best, they produce mediocre results.
You must dig deeper into what Conversation AnalyticsTM really means to those companies. You will find huge assumptions are being made by their keyword spotting systems. Analytics to them is just that: “keyword spotting,” allowing key words to be specified and when detected in a phone conversation, assumptions about intent are made. Or analytics to them is “call duration,” analyzing the length of a call and assuming a caller is interested because a call went longer than a specified duration. These products are like the reporter I mentioned above. You might believe something great will come from them, but the end result is misleading.
On the other hand, Convirza’s Conversation AnalyticsTM product is completely different from keyword spotting. Literally thousands of phrases are analyzed with proximity, repetition, word count and logic queues all bundled into an algorithm. This is not just a handful of simple words as keyword spotting is. Thousands of hours of fine tuning has been spent to ensure the context of calls is understood. Each call receives a score in specific areas based on that analysis. Accuracy is phenomenal so customers feel confident in taking advantage of the plethora of automated actions available within Convirza’s platform. Accuracy means greater ROI for your company.
I have spent my career paying close attention to detail and seeing it pay off. When it comes to Conversation AnalyticsTM capabilities, don’t believe the propaganda out there. If my conversation after voting had been with a good friend, that friend would never have attributed the “…sore loser” comment to me and they certainly wouldn’t have assumed I was female based simply on my name. Dig deeper into the details and you will find that Convirza is like that good friend when analyzing your calls. Convirza will provide you with valuable, accurate insights that allow you to automate actions with utmost confidence. Learn why Convirza is the most accurate choice for automated speech analytics based Conversation AnalyticsTM here – https://www.convirza.com/blog/automated-call-scoring-infographic/
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