Customer Engagement: Are You Adding Value to the Business?
I was reading a Forrester Brief from Ian Jacobs1 recently on the topic of speech analytics. One thing that really caught my eye in the brief was his suggestion of using analytics to improve the quality management process.
In the brief Ian wrote the following: “A solid quality-driven analytics program starts by flagging calls for review where agents either add or remove value from the business.” 
After reading the brief, it got me thinking about companies leveraging technology for connecting customers and employees—and does that technology add value to the business?
Rarely do organizations think about technology removing value from the business, but it surely can happen in many ways.
As Ian described key practices for speech analytics success, he outlined some really interesting examples of calls and what organizations should consider looking for—behaviors that range from changes in customer emotions, customer complaints late in the call, excessive cross-talk and other standard quality assurance measurements.
As companies explore technologies such as speech analytics, they would do well to heed his advice and explore areas such as the governance structure and how the business can help ensure the technology they have procured is adding value to the business.
If you want to read Ian’s full brief, download it here.
1Brief: Three Key Practices To Succeed With Speech Analytics, February 2016, Forrester Research
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