How to Use Voice Transcriptions for Customer Analytics

April 10, 2024
Written by
Alvin Lee
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How to Use Voice Transcriptions for Customer Analytics

Modern businesses are always looking for more data from their customers. More data means more insights, and those insights could lead to increased sales, improved personalization, and higher customer satisfaction rates. In the search for more data to mine, many businesses are overlooking a data source: voice transcription. By transcribing phone calls, businesses can analyze customer interactions and uncover new insights and access one of the greatest untapped ROI opportunities for today’s businesses.

Voice transcription is the first piece of this puzzle. The second piece is voice intelligence: analyzing the transcribed phone call’s text data with artificial intelligence (AI) and machine learning (ML) techniques to interpret the data for decision-making. Voice intelligence transforms the unstructured call data of voice transcripts into a vital customer analytics tool.

Without transcriptions of customer interactions and voice intelligence, accessing customer insights relies on manual effort–which targets a small number of all interactions. When you have tools to automate, you have the voice of every customer at your fingertips.

In this post, we’ll explore some use cases for how voice transcription and voice intelligence can improve the effectiveness of your customer engagement and unlock new insights. Let’s dive in.

Use case #1: Lead conversion insights

Voice transcription can provide a wealth of customer insights that are crucial for driving sales. By transcribing and analyzing these calls, your organization can uncover valuable information that might otherwise remain hidden in the flow of conversation.

The sources of these transcripts can be diverse: 

  • Sales calls to potential or existing customers, providing direct insights into customer interests and their readiness to buy

  • Courtesy check-ins with existing customers, revealing customer satisfaction and potential upsell opportunities

  • Customer inquiry and support calls, highlighting areas for product improvement or additional services

Each of the above interactions offers unique insights into the customer’s mindset. By applying voice intelligence and analytics, your organization can discover patterns in customer preferences, gauge sentiment toward current products or trials, and even assess the customer’s readiness to make a purchase. 

As customer analytics uncovers these nuances, a detailed profile of each customer is uncovered—something that’s invaluable for targeted marketing and sales strategies. This might involve personalized product recommendations, perfectly timed follow-ups, or addressing specific concerns raised during calls.

Use case #2: Personalization

For this next use case, we can use voice transcripts from sales and support calls to personalize the customer experience. By applying speech analytics techniques, such as sentiment analysis, we can gain deep insights into customer preferences and reactions.

For example, imagine your company sells home security systems and services. Through voice transcription and sentiment analysis, you might discover that a potential customer reacts more positively to terms like “safe” and “protected.” For this customer, these words evoke a sense of comfort and assurance. In contrast, terms like “defend” and “guard” elicit a less favorable response, perhaps because they suggest a more aggressive or alarming situation.

These kinds of insights are crucial; but without voice transcription, they would be missed. Knowing how your customer feels about certain words will significantly shape the messaging behind your marketing and sales strategies.

Beyond sentiment, voice intelligence can also highlight customer preferences. Perhaps a customer frequently inquires about specific product types or features or has offered up information about their lifestyle choices or habits. This information can guide personalized product recommendations.

Leveraging voice transcription can help your business find messaging and recommendations that resonate deeply with your customer’s needs and interests. This can transform your customer interactions into finely personalized experiences that significantly enhance customer satisfaction and brand loyalty.

In this third use case, we want to focus on analyzing voice transcripts across a broad spectrum of customer calls to identify overarching patterns and trends. As you analyze transcripts in aggregate, you’ll gain a macro-level understanding of common customer sentiments, preferences, and issues.

To uncover trends across a wide swath of your customer base, begin by transcribing phone calls and collating transcripts from sales, support, and feedback interactions. From there, you can employ data analytics and M techniques to sift through the aggregated data to identify patterns among your customers. For example, there might be a pattern that shows customers frequently ask about a specific feature or express similar frustrations with a certain service.

To take this even further, you can combine this with customer intelligence from your customer data platform, identifying how various customer behaviors (including their voice conversations) correlate. These insights might drive business decisions, such as refining a product feature or adjusting a customer service strategy.

Reacting to individual customer needs has its place, but identifying broader customer trends ensures you remain proactive in delivering exceptional value to your customers.

Use case #4: Customer service quality management

Voice transcriptions and customer analytics can also be used for customer service quality management. In this use case, your business would primarily capture transcripts from support and inquiry calls handled by your customer service team. By analyzing these transcripts in aggregate, you can evaluate service quality and pinpoint areas that need improvement.

There can be two significant outcomes from these insights. First, your business will be equipped to refine your customer service strategy. Through analysis and intelligence, you’ll identify patterns in customer queries and complaints, highlighting areas where your customer service could be enhanced or improved. For example, if you discover that multiple customers struggle with a particular aspect of your product, this insight can change how your customer service agents address that particular issue.

Second, the insights gleaned from voice transcription and analysis serve as a valuable resource for employee training. You can train your customer representatives to better understand and respond to common customer issues as they review real-life interactions. By using data from this analysis to create training modules focused on improvement areas, you ensure that your entire team is equipped to provide high-quality service.

Understand your customers with Twilio Voice Intelligence

Voice transcription and analysis can yield a wealth of insights about your customers. In this post, we’ve covered several use cases to make the most of these readily available tools and technologies. Analyzing transcripts from video and voice calls will help you increase sales conversions and tailor personalized customer experiences. At an aggregate level, voice transcription and analysis can uncover customer trends and help you make data-driven improvements to your customer service quality.

Businesses look to Twilio Voice for its flexible programmability, low cost, and advanced tools. Recording and transcribing phone calls with Twilio Voice is simple to set up. Or, leverage Twilio Voice Intelligence for an end-to-end solution for transcription and AI-powered analytics. When you use CustomerAI, you can combine voice transcription insights with data from across all your customer engagement channels. Together, these capabilities will empower your organization to deliver more value and better service to its customers. Reach out today to get started!