Marketing, sales, and support have different objectives, but when it comes to the greater purpose of improving the business as a whole, they have a lot in common. Each organization generally has its own ways of improving its quality, but one tool that all three can count on for doing their jobs better is keyword spotting, a means of analyzing and scoring calls based on specific metrics. Here are three ways that keyword spotting can be used in marketing, sales, and support to make their business better.
Measure Branding Effectiveness
Marketers are the mad scientists of a business: when trying out new messaging or branding terms, sometimes the only science involved is throwing it against the wall and seeing what sticks. It’s messy, and it’s not always easy to measure. But keyword spotting is one way that marketers can measure the effectiveness of their branding efforts. By setting specific words and phrases (eg. branded terms) as metrics in a flexible keyword spotting tool, marketers can listen for when these terms are used by the customer or prospect, giving a pretty good indication of whether those terms and phrases are getting traction in the market. If your product is called the Super Spin Machine, use that phrase as a metric. If it’s not used a single time in the calls that are converting into sales, you might want to rethink a few things.
Evaluate Sales Call (and Agent) Effectiveness
Most companies inform their callers that they record calls for quality assurance, but whether those companies are actually listening to those calls is another conversation. Besides, listening with keyword spotting is a big step up from mere listening. Setting certain words and phrases as a metric can change the way you think about a successful call. You may find that the huge deal an agent closed on Monday scored very low based on the metrics you chose to define a successful sales call and didn’t use any of the words you generally associate with a closer. Use that data to reevaluate. Tweaking those scripts to reflect new words that are found to be more successful could mean a lot more closed deals.
In addition, keyword spotting can tell you a lot about your agents and how effectively they are using sales scripts. Are they using branded terms correctly? Are they using negative words that are guaranteed not to close a deal? Keyword spotting will tell you.
Learn More About Customer Satisfaction
Are your customers happy? Are you sure? Designating a list of words that you have found to be associated with dissatisfied customers is a sure-fire way to measure their happiness. Use swear words as a metric. Use I don’t understand as a metric. The insight it will give you into what’s happening in the customer support organization is invaluable.
That’s just the tip of the iceberg when it comes to what keyword spotting can do for your marketing, sales, and support organizations. Want to learn more? Request a demo to learn how keyword spotting can work for your business.