Big Data: Matching Personalities In The Call Center - InformationWeek
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2/17/2015
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Big Data: Matching Personalities In The Call Center

It's common for companies to record customer service calls. But what insights are they gaining from all that data? One solution: Matching customers with service reps for more harmonious calls.

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You hear the recording whenever you phone customer support: "Calls may be recorded for training and quality purposes." Of course, companies use call center recordings for training and compliance purposes, but they could do a lot more with this data.

Or so says Jason Wesbecher, chief marketing officer of Mattersight, a Chicago-based developer of personality-based applications for call centers. The company’s novel Behavioral Analytics software captures and examines a variety of contextual data, including voice calls from customers, to route callers to the best available representative -- at least from a personality-match standpoint.

"When you think of big data, there's a ton of data in that spoken conversation. No one is taking that data and trying to operationalize it in a new way," Wesbecher told InformationWeek in a phone interview. "Call-recording vendors are out there, but they're not focused on this kind of behavioral science angle."

Mattersight's cloud-based analytics, based on millions of proprietary algorithms as well as a set of behavioral models, can determine if a caller is outgoing, sarcastic, serious, or shy, the company claims. Its software is used by major retailers and insurers, including CVS Pharmacy and Esurance, a division of Allstate.

"There are a quarter-billion phone calls every day between American brands and their consumers, so there’s a lot of conversation happening," said Wesbecher. "For our customers, we're applying psychology and behavioral science to the phone call, and we're able to tell them, across a vast set of data, the health of those customer conversations based on psychological and behavioral attributes."

Here's how it works: Based on the words they use and how they use them, customers are classified within one of about a half-dozen personality constructs. This tells the company how the caller likes to communicate.

(Image: Petiatil via Wikipedia)

(Image: Petiatil via Wikipedia)

"What are their distress triggers? And what's the best way to de-escalate a situation they might be having, which in the call center business is really important right now," Wesbecher said.

Mattersight works with the call center in two ways. First, over a one- to two-week period, it captures key data patterns, including how individual call center reps handle certain personality styles.

Across a variety of phone calls, Mattersight identifies emerging patterns that indicate a service rep's ability to handle different personalities.

The company has a second product offering, where it comes in and looks at its client's historical call center data.

"We'll cross-reference it with our database of personalities and phone numbers," Wesbecher said. The goal is to pair two personalities -- caller and rep -- a match designed to generate shorter, more effective support calls.

"In this case, we don't actually present any information to the call center employee," said Wesbecher. "We just create more magical connections by pairing, right when the caller calls in, that [customer] with the service rep."

Mattersight plans to extend its Behavioral Analytics software beyond the call center and into the world of social media.

"There are 150 million daily active users of Facebook in the United States and Canada, creating mountains of user-generated content every day," said Wesbecher. "How can we take this behavioral profiling equation, and use it as an attribute for brands to better communicate, from an advertising standpoint, with the consumer on Facebook?"

[ Read about the ways women are gaining traction in the field of data science. ]

One retailer, for instance, might adopt two distinct marketing strategies to reach different personality types.

"We might get an ad from the same brand, but your ad will be totally different from my ad, given our personality files," Wesbecher said. "Mine might be full of bullet points and facts, and yours might be a family sitting around a Christmas tree, toasting. You could start segmenting the user population based on the text they're generating."

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Jeff Bertolucci is a technology journalist in Los Angeles who writes mostly for Kiplinger's Personal Finance, The Saturday Evening Post, and InformationWeek. View Full Bio

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Gigi3
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Gigi3,
User Rank: Ninja
3/20/2015 | 5:27:51 AM
Re: A lot more with this data
"I have also experienced that IVR was a good tool which can take a lot of load from the agents but I have felt that because of so many service offerings, the IVR has become so much complex that I feel it takes lesser time to get connected to a call center agent nevertheless we have to wait quite long to hear agent's voice."

Nomii, IVR is a good option and applicable only for limited queries like knowing last 5 transactions, balance in account, blocking the card, regenerating the PIN, complaint registration etc. But may not be feasible for extensive queries like rectification of wrong entry,  reversal of fine/charges etc.
Gigi3
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0%
Gigi3,
User Rank: Ninja
3/20/2015 | 5:19:46 AM
Re: Voice Recording in Call Center
"I think not only the calls which are made to the call center should be recorded but also the personal visits to the clients so that it can be tracked that what commitment is made by which customer representative. Secondly the effected customer should be compensated."

Nomii, second option is attractive. Around 90% of all these businesses are happens at client side through various selling agents. So recording may not be feasible, instead of that clear cut writing is fair enough. I mean whatever may be the comments or comments from selling peoples; that should be captured in written form for later reference. 
nomii
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50%
nomii,
User Rank: Ninja
3/17/2015 | 8:45:24 AM
Re: A lot more with this data
I have also experienced that IVR was a good tool which can take a lot of load from the agents but I have felt that because of so many service offerings, the IVR has become so much complex that I feel it takes lesser time to get connected to a call center agent nevertheless we have to wait quite long to hear agent's voice.
nomii
50%
50%
nomii,
User Rank: Ninja
3/17/2015 | 8:34:42 AM
Re: Voice Recording in Call Center
I think not only the calls which are made to the call center should be recorded but also the personal visits to the clients so that it can be tracked that what commitment is made by which customer representative. Secondly the effected customer should be compensated.
Gigi3
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0%
Gigi3,
User Rank: Ninja
3/10/2015 | 12:11:05 AM
Re: A lot more with this data
"I agree that there can be many other ways of using the recorded calls. Like it can help to check which kind of customer request takes the longest time or which information is requested frequently so that its response time can be reduced. If I am call center agent and I get a call, the frequently requested information should get automatically displayed on my dashboard by detecting the number of the caller."

Nomii, you are right. If they are able to properly analyze the datas; they can easily find out much vital info like, nature of the complaints, peak hour of call, age groups, types of major concerns etc. They can effectively put these datas for enhanced product or better solutions
Gigi3
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0%
Gigi3,
User Rank: Ninja
3/10/2015 | 12:06:57 AM
Re: Voice Recording in Call Center
"Yes the companies have a serious problem of making wrong commitments and I have also been its victim while getting my first credit card. I think this is the result of weak internal processes that they cannot restrict such misconducts. Secondly if the companies are bound to pay huge fines in case of such incidents, than they will seriously address this issue."

Nomii, most of the peoples are victims of such wrong commitments from business team. To moot business and to attract customers, orally they used to offer various benefits and commitments. But nothing either in written or records; Later they used to deny also.
nomii
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nomii,
User Rank: Ninja
3/6/2015 | 1:05:49 AM
Re: Voice Recording in Call Center
Yes the companies have a serious problem of making wrong commitments and I have also been its victim while getting my first credit card. I think this is the result of weak internal processes that they cannot restrict such misconducts. Secondly if the companies are bound to pay huge fines in case of such incidents, than they will seriously address this issue.
Gigi3
100%
0%
Gigi3,
User Rank: Ninja
3/3/2015 | 4:24:44 AM
Re: Voice Recording in Call Center
"I believe that in normal cases the call center may not have the policy to replay the recording to the customers. I know a friend working in a call center and their recorded calls are randomly picked for quality review. And they are only allowed to replay the voice if the issue is escalated to a higher level."

Nomiii, there won't be any need to replay for customers/callers, but they can use as the reference for escalation of wrong commitments and assurances from customer care people. Something they are assuring while selling and later denying is a major issue
nomii
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50%
nomii,
User Rank: Ninja
2/27/2015 | 7:01:02 AM
Re: Scratching the surface
I think the data remains unstructured until it is not in the radar of the companies. Once such data gets into radar and some time is spent over them than they start becoming structured. This stage would only come once the data and its related benefits are identified.
pfretty
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pfretty,
User Rank: Ninja
2/26/2015 | 11:06:34 AM
Scratching the surface
There is so much potential when we look at not only leveraging structured data, but also garnering nuggets from unstructured sources including the voice recordings. A recent IDG SAS survey showed that most organizations have a desire to increase their utilization in these areas. However, maturity levels do present challenges. I look forward to seeing how organizations move forward in this space.

Peter Fretty, IDG blogger working on behalf of SAS 
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