1、SPECIAL REPORT: WHY REAL-TIME TRANSCRIPTION TECHNOLOGY IS YOUR SECRET WEAPON FOR CUSTOMER SATISFACTION CCW DIGITAL | WWW.CUSTOMERCONTACTWEEKDIGITAL.COM | 1 2022 SPECIAL REPORT SERIES2022 SPECIAL REPORT SERIES WRITTEN BY: BROOKE LYNCH Why Real-Time Transcription Technology is Your Secret Weapon for C

2、ustomer Satisfaction This report is provided by SPECIAL REPORT: WHY REAL-TIME TRANSCRIPTION TECHNOLOGY IS YOUR SECRET WEAPON FOR CUSTOMER SATISFACTION CCW DIGITAL | WWW.CUSTOMERCONTACTWEEKDIGITAL.COM | 2 Jay Gupta Jay Gupta Product Marketing Director, AI and Automation Talkdesk Featuring Insights Fr

3、om:Featuring Insights From: Anthony Drummond Anthony Drummond Vice President Client Experience Cox Automotive Inc. Taylor Johnson Taylor Johnson Director of Customer Service Nathan James SPECIAL REPORT: WHY REAL-TIME TRANSCRIPTION TECHNOLOGY IS YOUR SECRET WEAPON FOR CUSTOMER SATISFACTION CCW DIGITA

4、L | WWW.CUSTOMERCONTACTWEEKDIGITAL.COM | 3 Customer satisfaction is critical in todays experience focused environment. When asked about the most essential metric for measuring the overall value of the contact center moving forward, CCW Digital research found that the number one priority was an incre

5、ase in satisfaction metrics. As brands work to exceed customer expectations and create over-the-top, industry-leading experiences, it has become clear that the only true way to measure success is in the eyes of the customer. But, the benchmark is nothing new weve officially entered 2022 and companie

6、s are still chasing a goal that was established decades ago with limited success. Customer expectations continue to evolve and organizations are working overtime to identify, track and analyze their preferences in order to satisfy their needs. We have now come to a point where this reactive strategy

7、 is no longer enough. Customer needs and preferences are changing so rapidly that companies must be equipped to measure and predict consumer trends before they happen, if they want to remain competitive. To effectively care for modern customers, organizations must prioritize technology that can deli

8、ver real-time insights and uncover the root causes of customer concerns to enact real-time change. By leveraging transcription technology, companies can finally understand their customers deeper preferences and look beyond their moment-to-moment actions to deliver more exceptional, individual suppor

9、t. This report will cover the importance of real-time transcription technology for improving satisfaction and optimizing experiences. It will also break down its role in increasing efficiency and productivity in the contact center to establish an exceptional, expert front-line. Why RealWhy Real- -Ti

10、me Transcription Technology is Your Secret Weapon for Time Transcription Technology is Your Secret Weapon for Customer Satisfaction Customer Satisfaction SPECIAL REPORT: WHY REAL-TIME TRANSCRIPTION TECHNOLOGY IS YOUR SECRET WEAPON FOR CUSTOMER SATISFACTION CCW DIGITAL | WWW.CUSTOMERCONTACTWEEKDIGITA

11、L.COM | 4 Where Companies are Missing the Mark Where Companies are Missing the Mark Over the past few years, companies have prioritized digital. As customers adopted digital lifestyles, spending their days almost entirely online, organizations understood the need for instant, virtual support. Howeve

12、r, this growing interest in technology has not led to universal adoption of digital customer service; customers still rely on traditional outlets for comprehensive, individual care. CCW Digital research confirms that customers frequently engage on the phone and 50% state that when issues feel too co

13、mpli-cated, unusual or difficult to explain, they avoid digital interactions altogether. This level of comfort speaks to the value and famil-iar nature of traditional channels but it also seems contradictory. Why are customers who spend their days online, interacting and engaging in virtual settings

14、, unwilling to utilize digital support options? The short answer would seem that these outlets are simply not effective at resolving their issues and limited in their ability to handle comprehensive interactions. Although we are in the proclaimed digital era, we are likely overestimating individuals

15、 dependence on, and desire for, low-touch service customers are in fact using digital outlets to research and engage with brands, but theyre not always using them as their primary support option. Therefore, companies must look to traditional channels to uncover the insights and complexities customer

16、s are honestly relaying. To truly understand where they are missing the mark in terms of the digital experience, companies must leverage feedback they are currently overlooking and make a more deliberate effort to analyze, interpret and understand these important interactions. By capturing insights

17、on traditional channels, companies can finally understand the challenges, successes and pain points they en-counter throughout their digital journey to optimize and improve over the long-term. “People spend more waking hours online, and buying patterns are changing because of this. Its easier for ea

18、ch customer to set their own expectations on customer satisfaction based on their habits, preferences, lifestyles and many other variables. Contact centers that want to keep pace must invest in the tools that can offer customers more digital autonomy and increased self-service options. But doing thi

19、s requires a more data-driven way to manage customer experience. And today, most contact centers have a lot of unstructured data that lie in customer conversations that they cannot easily translate into actionable insights that could improve customer experience.” - Jay Gupta, Product Marketing Direc

20、tor, AI and Automation, TalkdeskJay Gupta, Product Marketing Director, AI and Automation, Talkdesk SPECIAL REPORT: WHY REAL-TIME TRANSCRIPTION TECHNOLOGY IS YOUR SECRET WEAPON FOR CUSTOMER SATISFACTION CCW DIGITAL | WWW.CUSTOMERCONTACTWEEKDIGITAL.COM | 5 Behaviors DonBehaviors Dont Tell the Whole St

21、ory t Tell the Whole Story Another key reason companies are overlooking critical customer feedback is because they continue to focus on behavior and actions over sentiment. Customer journey mapping has become essential to many businesses. By tracking a customers actions, we can visualize their path

22、and trace their unique history but to understand the customers true intentions throughout their journey, we must be equipped to actually hear what customers are saying at these touchpoints. Currently, many companies are not doing this; according to CCW Digital research, the most common issue custome

23、rs experi-enced in 2021 was having to repeat account issues and information or re-ask questions. So, while brands may be connecting the dots between touchpoints, they are not actually learning from these individual interactions. As an example, a customer may utilize a digital channel simply because

24、they could not identify a phone number; without knowledge of this intention, the company has no motivation to correct this issue and may instead paint this action as a digital-preference rather than a forced experience. On the other hand, a customer calling for a complex issue who may prefer a digit

25、al interaction but doesnt know how to explain her problem through messaging, could certainly share this insight with an agent and help improve the experience for others. But, by just looking at their behavior, the company may not automatically get to that con-clusion alone. Therefore, it has now bec

26、ome critical to not only map out the customers journey, but identify their intentions, thoughts and sen-timents in a more meaningful way. In the digital environment it has become, in some ways, easier to track a customers behavior and thought process but, listening in on their conversations on the p

27、hone channel and building insight from their perspective will continue to be invaluable to the customer experience. With transcription technology, companies can accurately assess these insights and generate more data and insight from every customer conversation to improve satisfaction for good. “Fiv

28、e words Show Me You Know Me. When we can demonstrate that we remember our prior interactions with a customer, and we can speak to them personally without having to ask them to repeat information they have already shared with us just so we can help them with their issue at hand, we are demonstrating

29、that we know them.” - - Anthony Drummond, Vice President Client Experience, Cox Automotive Inc. Anthony Drummond, Vice President Client Experience, Cox Automotive Inc. SPECIAL REPORT: WHY REAL-TIME TRANSCRIPTION TECHNOLOGY IS YOUR SECRET WEAPON FOR CUSTOMER SATISFACTION CCW DIGITAL | WWW.CUSTOMERCON

30、TACTWEEKDIGITAL.COM | 6 Agents are Overwhelmed Agents are Overwhelmed To further ensure this insight is not overlooked, we must reduce the burden agents are currently taking on. With the sheer amount of volume employees are encountering, their attention must be focused on the problem at hand. When i

31、nteracting with customers, agents are working to solve individual issues, navigating complex cases while remaining empathetic and understand-ing. If we want to understand the root causes of customer concerns, we cannot continue to focus on in-the-moment issues and avoid more productive conversations

32、 about the broader context contributing to these cases. Organizations cannot rely solely on their front-line agents to both fix short-term problems and uncover long-term solutions, so to understand sentiment across channels, they must leverage technology to support both initiatives. With the proper

33、tools and technology in place, organizations can equip their agents with moment-to-moment support while gain-ing insight into deeper, meaningful concerns. Improving satisfaction requires both personalized attention from agents and a more seamless journey, so working to achieve both is critical for s

34、ustaining satisfaction. “Whether its a journey that starts by clicking an online ad or an in-branch discussion with a sales person - the interactions across different touch points will shape a customers experience. Companies must ensure that cus-tomer experience is managed end to end. Whenever a cus

35、tomer calls the contact center, there needs to be a proactive approach to managing expectations and communicating with customers appropriately and correctly.” - Jay Gupta, Product Marketing Director, AI and Automation, TalkdeskJay Gupta, Product Marketing Director, AI and Automation, Talkdesk SPECIA

36、L REPORT: WHY REAL-TIME TRANSCRIPTION TECHNOLOGY IS YOUR SECRET WEAPON FOR CUSTOMER SATISFACTION CCW DIGITAL | WWW.CUSTOMERCONTACTWEEKDIGITAL.COM | 7 With all of these hidden insights to uncover, its clear that companies must work to better analyze and understand all of their cus-tomer interactions.

37、 In todays competitive environment, it is no longer acceptable to dismiss customer feedback and opinions simply because you dont have tools or resources to properly track it. Here we will discuss the role transcription technology plays in uncovering customer sentiment, emotion and insight. By unders

38、tanding the customers point of view, companies can imple-ment improvements that align with their priorities, boosting satisfaction and securing exceptional CX. Listen to Your CustomersListen to Your Customers Words Words Transcription technology allows companies to track and document what customers

39、are actually saying at every unique touch-point. Whether on a digital channel, engaging on the phone or using a chatbot, it captures the customers words throughout. AI-powered speech and text analytics transcribe and analyze customer interactions to identify key moments, trends and intentions across

40、 the customer journey. While its important to recognize customer behavior, understanding what customers are actually communicating during these conversations is the best way to analyze the meaning behind these actions. With sophisticated transcription technology, compa-nies can visualize trending to

41、pics and intentions within personalized dashboards to identify common concerns or successes in real-time. How Transcription Technology Can Bolster Satisfaction in 2022How Transcription Technology Can Bolster Satisfaction in 2022 “Transcripts are like documents that can be used to capture customers i

42、ntents, sentiments, emotions and opin-ions. They give you context and insight into why customers call you and how they feel about your company, ser-vice and what they really want. Improving the customer journey means listening to customers in their own words. But its hard to convert customer words i

43、nto data without the right tools. With AI-powered transcription technolo-gy, companies can automatically, transcribe calls in real-time, and discover patterns hidden deep in the vast amounts of unstructured interaction data and accurately capture customer issues.” - Jay Gupta, Product Market-Jay Gup

44、ta, Product Market-ing Director, AI and Automation, Talkdesking Director, AI and Automation, Talkdesk SPECIAL REPORT: WHY REAL-TIME TRANSCRIPTION TECHNOLOGY IS YOUR SECRET WEAPON FOR CUSTOMER SATISFACTION CCW DIGITAL | WWW.CUSTOMERCONTACTWEEKDIGITAL.COM | 8 Once organizations are equipped to recogni

45、ze their customers unique intentions and sentiments, they can finally work to im-prove experiences. By identifying and correcting major pain points in real-time, companies can avoid future frustration and en-sure a frictionless experience across channels. Additionally, as customer expectations conti

46、nue to evolve, and competition in-creases, this insight can help companies make key improvements before customers even realize they need them. Its this level of proactive support that will keep customers satisfied and engaged. Optimize the Agent Experience Optimize the Agent Experience To effectivel

47、y improve the customer experience and establish consistent care, agents must be equipped with the insight and technology to properly support customers. With transcription technology, companies can improve tools like agent assistance and knowledge management with more accurate and timely data. Once a

48、gents are given access to this information, and can seam-lessly search knowledge bases, they can provide better moment-to-moment care and understand customer intentions across each touchpoint. This increases the speed in which they can engage with customers and ensures they can actually focus during

49、 the conversation at hand. With a greater understanding of customer needs, organizations can better recognize opportunities to implement self-service and automation so agents can focus their attention on complex cases. At a time when agents are navigating high call volumes and involved interactions,

50、 this level of support is critical. “Agents want the empowerment to resolve issues correctly and quickly. They need tools that save them time and effort to find the right information for customers. A tool like Talkdesk Agent Assist would give them a lot of time-saving automations. It uses advanced A