4 Ways Forca is Enhancing the Customer Experience with Speech Analytics

The benefits

Forca processes thousands of multichannel customer enquiries annually. These examples highlight how the organisation is using Verint Speech Analytics to add value to the customer experience, pivot at pace, and drive agility.

1. Reduces repeat enquiries

Forca wanted to reduce the volume of repeat calls, partly because they’re not popular with members and partly to optimise agent productivity. Verint Speech Analytics provides continuous analysis of what members talk to agents about. These data-driven insights are used to ensure customers are advised more appropriately, first time around, where possible negating the need for a repeat call. ‘Speech Analytics paints a picture of our customer engagements. We can act immediately on this intelligence,’ says Nicholas.

2. Transforms culture and behaviour

Forca has an extensive dialogue programme with customers, including multi-layer, trigger-based communication and other marketing campaigns. The response rate to these campaigns has generally been exceptional, however learning from this historical performance is essential to future success. Nicholas explains how the NLP in Verint Speech Analytics drives improved marketing effectiveness and customer success: ‘Speech Analytics enables Forca to understand how customers react to campaigns more quickly and in much greater depth than before. Armed with these insights, we can adjust marketing communication, and information on our digital channels very quickly, for an improved customer experience and campaign outcome.’

3. Accelerates innovation

Forca is continually looking to the future, using data-driven insights to innovate new ideas that spearhead growth and customer success. The company uses Venture Sprints, a process for answering critical business questions through design, prototyping, and testing ideas with customers. Verint Speech Analytics is part of this mix too. ‘Imagine we have a new idea. The preparatory customer insights and analysis from Speech Analytics significantly elevates ambition and the starting point for the Venture Sprints innovation. This enables Forca to move from thought to action much more quickly, shrinking the time to value from new innovations,’ says Nicholas.

4. Proactive service recovery

Verint Speech Analytics is used to identify what Nicholas calls, ‘the less-than-ideal customer conversations’ and act on them. Customers do not always escalate a complaint about a poor service experience back to the company – but they may tell other potential customers, potentially impacting brand perceptions. In this context, Verint Speech Analytics is used to build structured criteria categories which capture inaccuracies, such as words, length of conversation, or quiet time.

Every time a conversation contains all or part of these criteria, and there is an indication of complaint in the conversation, Forca will proactively contact the customer to understand and remedy the dissatisfaction. ‘These actions demonstrate that Forca takes customer concerns very seriously and will take action to remedy any negativity,’ says Nicholas.

He concludes, ‘Like almost every business, Forca has blind spots when it comes to understanding our customers. Speech Analytics is instrumental in helping Forca drive a consistent and rewarding customer experience. The software isn’t a magic potion, sitting in the corner spitting out insights. However, once you have determined what you want the output to be, the insights are incredible. Speech Analytics is one of the most effective tools in our customer-centric strategy.’