Call Analysis Versus Conversation Analytics^® Automation

Old School Call Analysis Versus Conversation Analytics^® Automation — Old Method ($$$) vs. New Method ($)

Innovators and early adopters love Conversation Analytics^® automation because it’s extremely effective, easy and inexpensive. Phone calls are the most effective tool for closing sales. So naturally, effective phone calls rank high for closing those sales. Read about Call Analysis Versus Conversation Analytics^® see how to save $$$ and gain value

For those still using the old methods of call analysis, we apologize if what we say here hurts. It’s time to update your approach and get every advantage possible from the money you spend on the technology portion of your marketing budget. So let’s go through a comparison of old school Call Analysis Versus Conversation Analytics^® technology.

Old School Method #1 – Human Call Scoring and Call Analysis Versus Conversation Analytics^® Automation

Way back in the beginning of call tracking, actual humans listened to phone calls and manually analyzed and scored them. People filled out scorecards by hand and evaluated specific criteria to determine a total call appraisal. These scorecards could be quite lengthy–sometimes containing over 30 criteria.

We believe that talented people can be employed for more valuable tasks.

Human call scoring is generally used to evaluate sales performance. It provides good information for training companies and internal sales departments. The information is often granular because actual humans are rating the calls.

The three biggest problems with human call scoring are these:

1. Expensive – Using humans to manually score calls gets costly. Scoring a 5 minute call can take 8 minutes or more. That means one person is able to score only a few calls each hour. And even if you outsource it overseas, the cost still adds up very quickly.
2. Slow – Calls take longer to score than they did to record. A person must listen to the entire conversation while constantly pausing to track important information and note detailed criteria. Often old school call tracking takes twice as long as the original conversation.
3. Questionable Accuracy – People can score 1 call correctly, 2 calls correctly and even 5 calls correctly. But when you ask a person or a team of people to score hundreds of calls each day, there will be mistakes.

How Conversation Analytics^® Scoring is Better

So when it comes to Call Analysis Versus Conversation Analytics^® scoring, the latter was developed by Convirza and a sizable team of specialized, talented programmers. The call analysis software automatically scrutinizes phone calls using speech recognition technology and natural speech algorithms with hundreds of thousands of language libraries built on top.

No more human manual scoring is needed. Since everything is automated the cost goes down significantly, and at the same time the scalability goes up.
The calls are simply fed through Convirza Conversation Analytics^® system and valuable call performance data becomes available through the Call Reporting platform, downloads, and even API.

Conversation Analytics^® automation provides data such as how frequently the agent asked for the business, if they were polite, if they were empathetic and if they took ownership of the call. These are important high-level metrics that a sales training company can use to evaluate and train employees. So as you can already see in this comparison of old school Call Analysis Versus Conversation Analytics^®  automation, Conversation Analytics^® automation offers the tangible benefits of robust insights, cost savings and ease of access.

Old School Method #2 – Human Call Tagging/Call Analysis Versus Conversation Analytics^® 

Call Tagging is when a person listens to a recorded call and categorizes it with a label. The tag is basically an identification or marker that enables you to quickly find the call. For instance, you can lump all “good lead” calls together or all “customer complaints” together.
Some of the best applications for Call Tagging follow:

1. To uncover trends
2. Monitor business practices
3. Determine the relative quality of campaigns

How Conversation Analytics^® Scoring is Better

Call tagging requires a person to listen to a recorded call and label it. On the other hand, Conversation Analytics^® automation does the same thing without using humans. The labeling is far less expensive and is in fact free. Plus, call tagging happens automatically and is infinitely scalable.

Another huge benefit of using Conversation Analytics^® software is the ability to extract data in near real-time. This is a big deal! You know almost immediately that your business received a “good lead” call, a “missed opportunity” or a “customer complaint” call. So again as we progress with our comparison of old school Call Analysis versus Conversation Analytics^® automation, Conversation Analytics^® automation additionally offers the tangible benefits of scalability and faster access to insights.

Old School Method #3 – Keyword Spotting Call Analysis Versus Conversation Analytics^®

Using a computer program to convert spoken words to digital text has been around for a long time. Analyzing that text to gain insight about phone calls provides insightful feedback.

You say, “this sounds like Convirza’s Conversation Analytics^® automation?” Got us there. But as you might have guessed, it is decidedly different.

How the Conversation Analytics^® Solution is Better

Speech-to-Text or keyword spotting tools transcribe a phone call to text and then allows a limited number of search word and phrase queries to be applied towards the call transcript. For example, you could search for phrases like “book a room” or “buy a car.” Then you would have access to reports indicating whether those phrases exist in the call transcription.
Generally the number of unique search queries you can enter is fewer than 10. In other words, keyword spotting is quite limited.

Again when comparing Call Analysis Versus Conversation Analytics^® automation, Conversation Analytics^®
automation outcome reporting is markedly different and far superior. Conversation Analytics^® scoring does also use speech recognition to transcribe the call…but it doesn’t stop there.

Instead of allowing for a handful of user selected search queries to be applied to the phone call transcription, Conversation Analytics^® call scoring will automatically analyze calls based on 45 elements pertaining to the call outcome, agent performance and caller sentiment. This is accomplished through an extensive computerized examination of each individual element. The examination involves literally hundreds of thousands of queries layered on top of voice inflection analysis and other proprietary ‘fuzzy’ logic to uncover a wide range of valuable information about the outcome and contents of the call.

For example, one of Convirza’s 45 elements is “lead quality.” This single metric alone is calculated from an algorithm that incorporates several thousand phrases and words for every phone call.

Quite simply, the same insight CANNOT be extracted using basic 10 query text search with no additional logic or analysis. And this assumes that the user configuring the keyword spotting system knows the most effective queries to leverage. Of course, no one would know this information unless they listened to millions of calls as Convirza has.

Finally, as we wrap up our comparison of old school Call Analysis versus Conversation Analytics^® automation, we see Conversation Analytics^® automation clearly offers the tangible benefits of robust and deep insights, lower cost, scalability and faster access to insights.

In essence, Conversation Analytics^® automation is fully baked. Other call tracking solutions merely give you a limited number of ingredients that require loads of work and in the end produce a flavorless meal. It’s like they give you a box with a potato and raw steak but haven’t invented the oven yet.

Conversation Analytics^® scoring gives you a fully prepared Filet mignon platter complete with mashed potatoes, green beans, and a delicious dessert. It is a vastly different call analytics solution when compared with others.

So how do your call analysis practices stack up in the Call Analysis versus Conversation Analytics^® comparison?

Great question! Contact us. We would love to help you answer all your questions about Conversation Analytics^® scoring.