Ignoring it is bad business. Yet fewer
than % of enterprises use unstructured data meaningfully. The amount of unstructured data generated from customer interactions is daunting (hence why some companies remain reluctant to use it), yet it holds tremendous value. Conversational data breaks the status quo by giving teams actionable insights into how to improve CX at all levels: from a broad ,-foot view to a zoomed-in, personalized analysis.
You can start by thinking of this analysis
approach as a funnel: from the Advertising Database top, middle, and bottom. Here are three scenarios. Scenario one (the top of the funnel) A Fortune company
noticed a spike in calls greater than Demystifying 888 Numbers: Your Guide to Toll-Free Convenience minutes, and its business leaders wanted to learn more about the nature of the calls and what was driving their increased volume and length.
They used an unsupervised topic
identification approach and learned: They were outbound calls to payers for benefits information. They included long hold times. They most commonly
occurred on Fridays. Less experienced agents
took longer to navigate the call and call length. Scenario two (the middle of the funnel) The second scenario is about focus, determining where to focus and how to leverage machine learning (ML) to help predict consumer responses.
