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February 19, 2006
BI From Call Centers
Instead of just serving as customer service hubs, call centers are evolving as business intelligence gathering points. Quality monitoring technology and analysis tools are being leveraged to extract customer intelligence from conversations with clients.
Customer interactions hold a hoard of information about buying trends and competitive products and services. This information can be mined using speech analytic tools that map words and phrases to find the root cause of customer problems. Word and phrase identification implements can be used in conjunction with emotion detection tools to recognize and detect spoken and unspoken information about each call.
However, only only a minority of call centers use quality monitoring and business intelligence tools, as many business units are still separate from the centers that handle their customer service obligations. With the trend slowly but steadily gaining popularity, there will be more organizations joining those who are using analytics to generate more revenue.
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