Most call tracking companies use keyword spotting when analyzing phone calls, which is appalling since keyword spotting is a flawed, undependable method. If you’re not using Conversation Analytics® services, you might be better off not using call tracking analytics at all. Let us explain why.
After a phone conversation, a software program reviews the recording and searches for specific keywords. It is slightly like a simple Google search. Often call tracking users can designate the exact words they want to hear. Examples of keywords include appointment, buy, and credit card.
After identifying keywords within a call transcript, software can categorize calls for analysis and even automation. The calls are linked with consumer touch points, such as online and offline advertisements, via call tracking phone numbers. Since the touch points are connected to specific marketing efforts, companies can determine if a certain ad produced a favorable result if keywords like appointment or sale are found.
Keywords can be adjusted and may be tailored for each business. This flexibility is a benefit because companies receive reports based on what’s important to them.
Also, spotting a handful of specific words is fast. It reduces the time software programs spend analyzing phone call recordings by only targeting certain words.
Since keyword spotting is fairly simple and fast, it is also quite cheap. Call tracking companies sell this service for a nice profit.
Consider a sales conversation between a phone sales agent and potential call-in buyer. The word “buy” is recorded during the conversation. A software program recognizes the keyword – BUY and counts this phone lead as a sale.
Is it safe to assume that the agent closed a deal or that this is a hot lead? Of course not! The person 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.” These are very different messages with very different outcomes.
In this situation, analyzing or scoring calls with keyword spotting produced the wrong data.
Clearly, call analysis with keyword spotting is erroneous and costly. You may unknowingly pay for advertisements that produce terrible phone calls. You may waste marketing budget on ineffective and unproductive ads. Furthermore, sales reps may receive credit for sales when in reality the exact opposite is true.
For these reasons, Convirza created Conversation Analytics® services, the industry’s first and only intelligent phone call behavior tool. Conversation Analytics® services are for marketers who care about attribution and understanding detailed insights from phone calls.
The software automates listening to and responding to call behavior. Conversation Analytics® services was a huge investment with over 40,000 hours of data science time analyzing calls that created the industry’s largest set of powerful indicators.
The result — Convirza provides what no other call tracking can:
Here’s a typical example to illustrate how call analytics that use keyword spotting is defective.
Obviously, keyword spotting completely missed the meaning of this phone call. Companies who depend on call analytics may be shocked to see how faulty and simplistic keyword spotting is.
Don’t base your marketing on faulty call analytics. Start using Conversation Analytics® services today.