Beyond the Call: Measuring how agent behavior affects post-call outcomes
The scope of speech analytics has traditionally been centered around what happens during the call itself: tracking agent behaviors and enabling coaching at a conversational level. But what happens when the success metric you’re trying to optimize for is something that happens after the call ends? Many organizations have business goals centered around post-call outcomes like the results of an NPS survey, a completed sale, or an attended appointment, so it’s critically important to be able to analyze this type of metric.
For many speech analytics platforms, measuring how events that occur on a call relate to post-call outcomes is challenging, if not impossible, because events like these aren’t identifiable in transcripts the same way that events that occur during the call are. Tethr makes it easy to integrate this data, enabling organizations to see direct relationships between what happens during the call and the outcome of that interaction.
One business process outsourcer (BPO) is using Tethr’s AI-based speech analytics platform to increase the number of completed customer appointments by determining how their agents can not only book more appointments over the phone, but also increase the likelihood of customers keeping their appointments in the following days or weeks. For this BPO, more completed appointments means more revenue, so their efficacy at improving the rate of this post-call outcome has a substantial impact on the business.
The BPO’s call center team had been coaching agents on improving the rate of appointment show before implementing Tethr’s platform. But instead of using Tethr to automate their existing process based purely on a hypothesis, they chose to work with Tethr to validate their practices by integrating post-call outcomes to compare agent behaviors on a call to a known outcome (appointment show or no-show). This allowed the BPO’s team to ensure they were coaching agents to use proven and effective techniques.
Using this process, the team discovered that while many of their original assumptions were correct, there were a few behaviors being coached to agents that actually displayed a negative impact on customers keeping their appointments. The organization had inadvertently developed a practice that decreased potential revenue. Tethr pinpointed which behaviors had the most positive impact on appointment shows as well. All of this information enabled the team to know exactly what to coach agents to say more, and what to say less.
Once they knew which behaviors to coach, all that was left to do was measure how often agents were doing what they were coached to do. After configuring the platform to recognize and track these behaviors on calls where the team expected them to occur, Tethr reported that their agents’ current usage of one of the key positive influencers was only 8% on average. The team then incorporated the results from Tethr’s analysis into their normal coaching rhythms and increased agent performance on the targeted behavior by 250% in less than a month: moving their average to 28%.
Want to know more about how your call center can drive results long after the customer hangs up? Click here to request a demo of the Tethr platform