Trend 8: Rise of Data Analysts and Investment in Text and Speech Analytics in Customer Care

By Lauren Kindzierski, VP, Product Marketing, HGS 

Earlier this year, HGS released a white paper on this year’s top 10 trends in customer service. Over the course of the year, we’re dedicating a blog post to each of these CX game changers. Here, we dissect CX Trend No. 8, Rise of Data Analysts and Investment in Text and Speech Analytics in Customer Care, highlighting tools and tactics designed to drive the right answer, fast, for your customers—to ultimately result in a higher CSAT and NPS score for your business.

Data has long since become the all-important staple for customers and companies alike. For example, customers find the data of other customers’ reviews helps them make the right decisions when choosing products and services. For businesses, the market has re-oriented itself around data and data analytics. For companies, data has led to the rise of a whole enterprise from preparation to data gathering to taking informed business decisions driven by results of data analytics. Companies need data to support and boost every stage of the customer journey from innovative product conceptions to post- purchase support.

Today’s customer care teams are sitting on a goldmine of “voice of the customer” data. Due to how fast consumer trends are changing, enterprises are demanding these product and customer insights to help drive strategy. The challenge is many customer service leaders struggle to access and analyze the data due to either a lack of resources or expertise. According to a survey conducted by PwC and Iron Mountain, 75% of organizations lack the skills and technology to use their data for competitive advantage. And, according to Gallup, the number one reason most analytics programs fail is the lack of proper skill sets to gather and understand multiple data sources.

Delivering voice of the customer data is undoubtedly both art and science. Customer service teams live in a world of “unstructured” data, including phone calls, chat transcripts, social transcripts, and text transcripts. These teams need analytics tools and data scientists to help make sense of the data and ultimately learn what customers are saying, requesting, complaining about, praising, and questioning. With voice search front and center as part of today’s customer experience, data analytics now definitely includes both text and speech data analytics. According to SEO Tribunal, about 52.8% people use voice search when driving. This is a far cry from yesterday’s analytics, which was solely about focusing on text and keywords.

With the maturation of analytics and the rise in digital conversations—and customer preferences stored with every tap or click—hiring  the right data professionals is critical for those companies wanting to execute on their digital strategies. Analytics teams have access to a growing base of advanced tools, like machine learning, to bolster efforts and drive ROI. Typical scenarios are data professionals employing insights to dramatically enhance customer self-service or empower employee decision making. Other data scientists analyze customer sentiment on products tested in focus groups or beta programs. Without a solid understanding of data across all these applications, analytics tools can be used inefficiently. Today’s analytics and data scientist professionals can get a solid grip on these insights and transform them into business decisions that make a difference.