We just posted last week about the rather disappointing realities two of our clients experienced in comparison to the bright promises on which they’d been sold speech analytic technology. In both cases they were sold on the idea of speech analytics replacing their human QA programs by analyzing every call and flagging calls in which there were problems. Our clients found that the technology itself took a much greater investment of time and resources than anticipated just to make it work at a basic level. The results were equally disappointing, requiring even more time and resources just to sort through the many false-positives that the software flagged.
It is with great interest then, that I received an MIT Technology Review article from a former co-worker this week. The article reports on what the writers claim is the latest technology trend, offered by Cogito, to revolutionize contact centers. Apparently speech analytics has been so successful and popular at accurately analyzing customer conversations that the technology experts now want to sell technology to do call coaching, as well. Who knew that Siri could now offer us sage advice on how to communicate more effectively and connect more emotionally with our customers. By the way, according to their marketing they think their technology might help you with your marriage, as well.
I have noted over the years just how much big technology drives our industry. Go to any Contact Center Conference and look at who is paying big bucks, commanding the show floor, introducing the latest revolutionary advancement, and driving the conference agenda. C’est la vie. That’s how the market works. I get it.
I have also noted, however, that technology companies have often sold us on the next big thing, even when it wasn’t. Does anyone remember the Apple Newton? Laser Discs? Quadrophonic sound? Have you scanned a QR code lately? Ever heard of Sony Beta?
Technology is an effective tool when utilized for the strengths it delivers. I am more appreciative than most my colleagues with the advancements we’ve made in technology. I remember days sitting in a small closet jacking cassette tape recorders into an analog phone switch. I also know from a quarter century of coaching Customer Service Representatives (CSRs), Collection agents, and Sales representatives that human communication and interactions are complex on a number of levels. It isn’t just the customer to CSR conversation that is complex, but also the Call Coach to CSR conversations and relationship. Technology may be able to provide objective advice based on voice data, but I doubt that technology can read the personality type of the CSR. I don’t believe it can read the mood that the CSR is in that day and the nonverbal clues they are giving off regarding their openness and receptivity to the information. I doubt it can learn the communication style that works most effectively with each CSR and alter its coaching approach accordingly.
But, I’m sure they’re working on that. Just check it out at your next conference. They’ll have a virtual reality demonstration ready for you, I’m sure.