What Call Analytics Method Should You Choose?
3 min read
Using a call analytics method gives businesses and marketers detailed phone call information. The data can show what happens BEFORE a phone call. You see caller and company representative behavior DURING phone calls. And even know actions AFTER a phone call. But call analytics that only uses keyword spotting simply do not work.
Call analytics takes keywords and phrases and then deciphers consumer behavior. More advanced call analytics produce valuable call metrics and indicators. Reports consolidate call data that smart marketers and businesses use to optimize call conversions and save missed opportunities.
After a phone conversation, a software program reviews the recording and searches for specific keywords. Often call tracking users can designate the exact words they want to hear. A dentist’s office wants to hear “appointment.” An HVAC company wants to hear “deposit” or “credit card.” These keywords signify the caller is converting into a customer. Right?
While on the surface both systems appear to be similar; but comparing call analytics to keyword spotting is like comparing apples to oranges.
Keyword spotting identifies keywords and phrases within a call transcript and then categorizes them for automation. The basic premise is that call tracking based on keyword spotting provides analysis of phone calls through metrics like call length and the types of words used within the conversation. From there you can understand with greater accuracy what customers need. Plus, it cuts down the time spent analyzing actual phone recordings by only targeting certain words.
For example, if an agent at a car dealership wants to know how many times callers ask for the newest model of a car they are selling, the marketing agent might use keyword spotting to determine how many times a certain make, model, and manufacturer are mentioned in a phone conversation.
Keyword spotting can also help determine brand awareness. Say a company has a certain motto or slogan and they are trying to embed it into the heads of its customers or potential customers. This method can help the company determine if callers mention the slogan during a phone conversation. Keyword spotting can also monitor the performance of individual sales representatives and their phone skills.
But there are many pitfalls to keyword spotting. Words can easily be taken out of context. If the marketer set “buy” as one of its keywords, you can imagine how many different uses for that word could be found in a common sales conversation.
Some are positive and lead to sales. But some also can be negative. “This weekend I am going to buy a Model X” and “I would never buy Model X” both have the keyword embedded.
This system can ultimately lead to poor assumptions and a lot of misinformation. When it comes to keeping clients happy, this type of information doesn’t really help them achieve their bottom line.
Convirza’s Conversation Analytics®services, however, takes a much different approach, which effectively provides greater accuracy and more valuable call insights. Convirza uses the industry’s largest set of indicators and extendible indicators to provide dependable, accurate call analytics.
Conversation Analytics® services are immediately usable and require no setup to be accurate. On the other hand, keyword spotting relies completely on users to specify keywords.
The company spent more than 40,000 hours of data science research analyzing calls. Literally, thousands of phrases, not just words, are built into our call analytics. Our sophisticated software analyzes for word and word phrase proximity, repetition, word count, logic queues, pauses, and more. These are all bundled into the Convirza algorithm. Each call then receives a score in 45 key areas that indicate call success.
Let’s revisit the same two statements mentioned earlier. Both used the keyword “buy;” however, they would be scored differently.
Conversation Analytics® is specifically engineered to automate listening to and responding to call behavior, not merely highlighting which words come up in a conversation. The key to closing deals is a better understanding of call behavior. Phone calls literally are unlocked with detailed insights that can then be linked to specific campaigns and channels.
Comparing the two systems side by side, it’s easy to see which of the two will ultimately provide the most accurate and insightful information for you and your clients. Keyword spotting, which is effective in some instances, misses the mark in most cases.
If your objective is to understand call behavior, and how that can produce greater leads and conversions, the obvious choice is Convirza’s call analytics.
Published on: Oct 2, 2017. Updated on April 11, 2019.