Voice analytics is analyzing voice data to gain insights into customer behaviour. Companies integrate speech into their marketing strategies to glimpse what people are talking about, what they want, and how they feel.
Companies can also use the data to improve products, marketing messages, and collaborative efforts between departments within a company.
So, how can voice analytics help our marketing process?
Let’s see.
Why is Voice Analytics crucial?
Written content is the most common type of marketing material. It has always been an effective tool for marketers to communicate with their customers. But, with the rise of new technologies, marketers are challenged to find new ways to stay relevant in an increasingly digital world.
A voice represents an individual’s unique personal style, tone, or manner of expression. It is the essence of who they are and what makes them different. With this in mind, it is crucial to conduct marketing analyses that represent customers’ thoughts and sentiments accurately.
Voice data is a form of communication that carries meaning and carries emotion. We can analyze data in three categories: the speaker’s intention, attitude, and sentiment.
Speech analytics can help you understand customers’ intentions and motivations by analyzing the tone of voice, pauses, and speech volume.
What is Voice Analytics?
Speech analytics is a technology that enables users to measure and analyze the way people speak and use their voices. The system analyzes speech and deduces information about the speaker, such as their gender, ethnicity, age, and even regional dialect.
It helps in data capture and analysis using voice recordings. Algorithms analyze the voice recordings and suggest insights to improve business strategy. A huge help to manage customer’s and understand them in a call center, for example.
MarketsandMarkets™ recently reported the global Speech Analytics market size to grow from USD 1.8 billion in 2021 to USD 4.5 billion by 2026, at a Compound Annual Growth Rate (CAGR) of 20.5% during the forecast period.
The ability to use speech analytics lead to new insights about the customer. The data will help you better understand their needs, how they feel about your brand, and anticipate their changing needs.
Measuring emotions analyzing voice data
Machine learning, deep learning, and NLP are crucial to content marketing. These artificial intelligence tools extract information from sources, tidy, sort & classify data, so it helps develop a solid marketing strategy.
Speech-to-text algorithms record a person’s voice and convert the spoken words into text. Other artificial intelligence algorithms can help interpret what people say and provide feedback or analysis based on the person’s voice and emotions.
Leveraging the power of AI to measure the level of emotions in a voice call can help businesses win the marketing challenge. Monitoring customer sentiment in real-time allows marketers to answer questions like, “How are customers feeling?” or “Is this person happy?” with increased accuracy.
Let’s see three ways of using AI voice analysis for marketing improvement.
Using Voice Analytics for Marketing Results In The Digital Age
Speech analytics can also help marketers deliver exceptional marketing results in the digital age by:
- Better customer management
- Higher engagement rates on social media platforms
- Boosted click-through rates on emails
Better customer management
Speech analytics can help, in a systematic process, to capture customer feedback through listening to conversations. There are many ways to be used for the empowerment of Voice of The Customer (VOC).
VOCs are popular, but most neglect one key channel: voice.
Analyze your customers’ voice with Speech Analytics. You can get insights into their opinions, challenges and precisely what they would like to see in the future.
You will identify customer pain points. Also, discover more about customers’ life cycle stages, provide better product recommendations, and improve the overall user experience on interactive voice response systems.
Higher engagement rates on social media platforms
Using data extracted from sales and customer support conversations, you can craft social content and advertising to reach a wider audience.
With data extracted from sales and customer support conversations, businesses can create tailored content for social media platforms such as Facebook and Twitter. Use that content to boost sales, increase brand awareness and provide customer support.
You can provide your potential customers with the right solution according to their needs. You are using their own words, addressing their worries, and last but not least, solving their doubts and pains.
Boosted click-through rates on emails
Last but not least, you can leverage data extracted from direct conversations and popular content to analyze and repurpose trends.
The subject line is the first opportunity to convince your subscribers that your email is worth reading.
You can increase the open rate of your DEM and newsletter by improving the subject line with your audience’s hot topics. Compiling a great subject line can convince your subscribers to read your content.
Conclusions
Today, more companies invest in analytics to better understand their customers’ needs. “Only 29% of brands ranked satisfaction as the top factor in customer loyalty, overvaluing “feeling important” and “being a part of something special.”.
Speech analytics provides companies with an easy way to gauge customer sentiment and manage customer feedback, which is essential for ensuring that the company’s brand remains strong.
