Speech Analytics Technology: The Ultimate SAT Test

Customer feedback comes in various forms. It can be implicit or explicit, solicited in a controlled manner or given freely in a peer-to-peer setting. Utopy, a provider of speech analytics, is interested in revolutionizing call center speech optimization. A long-time supporter of IQPC’s Call Center Week conference, Colette Yee, who is a graduate of Wharton Business School and Director of Marketing for Utopy, sheds light on customer feedback and new trends in leveraging voice of the customer for profit.

Voice of the customer feedback on products, services, promotions, delivery or billing is most commonly gathered through surveys, product reviews and ratings. However, surveys—be it online, offline or over the phone—tend to be after the fact. And with increasing survey fatigue among customers, the response rate could often drop to less than 5 percent. That is too little, too late. More often than not, the questions within customer feedback surveys are not specific enough for pragmatic intervention, and the customer responses are aggregated and averaged out with little direction for corrective action. If a customers gives an interaction or a product a score of 5, from a range of 1 to 10 in a survey, what does 5 mean? And if on average, a product receives a score of 7 from a range of 1 to 10, how does that tell us how and where to improve?

Given the inherent limitations in surveys, there is another often overlooked source of customer feedback—the actual interaction or conversation between the customer and the company representative. In this podcast with Customer Management IQ’s Blake Landau, Yee provides a unique insight on how to get the most from voice of the customer, including the customer’s perception, concerns, needs, future behavior and overall experience at a highly critical moment of truth.