Recording calls? You’re sitting on a mountain of insight!

Mike Mings

February 8, 2017

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A few years ago, I served as a business development leader for a large Fortune 500 retailer with 1000+ stores that was introducing a new digital movie service to its customers. At the time, the company was best-in-class at selling products and accessories, but selling services was a relatively new capability. The company had some success with a few other services, but in gathering insight to inform our launch, we heard too many stories of customers who were disappointed with past services.

I wanted to know more. What worked? What didn’t? What could I do to ensure that this ambitious new service avoided past pitfalls? To uncover the issues and causes of these customer frustrations, I started interviewing involved business leaders and store associates to gain context and best practices. While that exercise very helpful, there was one thing missing — the voice of the customer (VoC).

But, how could I gain customer insights from the source — those who had experienced the issues?

I started by asking our contact center leaders if they routinely recorded calls and, if so, whether they could identify calls with complaints about service sales in our stores.

I was elated to find that our contact center did record calls! “Eureka! We will get to the bottom of our past customer issues in no time flat!” Or so I thought…

I found that, although they DID record calls, information and insights were extremely limited, difficult and time-consuming to find. To catalog call contents, agents had to have added the right notes into the system. And, even if that occurred (it rarely did), I would have to then listen to entire calls to get the few pieces of insight I thought we might be looking for. After investing days into searching for and listening to calls that may have included reasons why customers were not satisfied, I found that, fairly frequently, those calls didn’t actually include the information we were really looking for.

Does this story sound familiar to you? Have you been in a situation where you know the answers are there, somewhere in that giant mountain of recorded call data, but you have no feasible way to get to the insights?

While I did get the insights we needed to improve the sales and operational model for our new launch, it was very time consuming for both the contact center leaders and our team. Everyone felt that there had to be a better way to get to the root cause of our customer issues.

That’s why we created Tethr — to give you a new way forward, and a way to access your VoC data.

If I had access to our Communications Intelligence platform during that process, I could have simply searched conversations for keywords and emotional quotients that would have surfaced the calls I needed to listen to. I could have saved a lot of time, and could have gleaned even more relevant insights that could have benefitted the entire business, every single day.

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Whether you want to access insights from recorded conversations, access insights in real-time while conversations are happening, or expose the conversational data to reporting or CRM systems for further analytics, Tethr is ready to help.

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