With the enforcement of POPIA looming, a growing number of businesses are looking to digital solutions in order to achieve regulatory compliant call recording. Having this information stored safely and securely is just the start however, as the cloud now opens up the possibility of greater insights and analysis that businesses need to optimise their processes.

Many of us have at one time or another dealt with a call from a contact centre and are familiar with having the agent informing us at the start of the call that the conversation is being recorded. And, they indeed are, with supervisors often using these recordings to identify ways in which the business can provide a better level of customer service.

Call recording tools, such as Call Cabinet from Telviva, don’t just give companies cloud-storage that is compliant with multiple regulations, but also includes several modules that can help give them insight from these stored calls. For example, a quality assurance module ensures that the agent greets the person, identifies themselves and the organisation they are representing and asks several questions to confirm the person’s identity.

Beyond compliance and quality assurance, these calls can also be used for agent training and even dispute resolution – which can be critical in areas such as the financial and legal sector. For this purpose, all calls are encrypted during both transmission and storage to ensure that they cannot be tampered with or altered in any way. Calls are also easy to retrieve, with a comprehensive search and listen on the web function.

Combining the best of people and technology

Having taken the effort to make their call recordings compliant, businesses can now look to take advantage of the cloud-based tools – from providers such as Amazon, Microsoft or Google – that they now have at their disposal to do more with the data at hand. Rather than simply letting calls idle away in storage, organisations can use artificial intelligence powered tools to carry out speech and sentiment analysis.

They can use these to better understand whether customer needs are being addressed, and tag relevant parts of the recordings that need to be revisited in order to identify pain points as well as ways to provide a more seamless customer experience going forward. Perhaps it is a particular business process that needs to be integrated into the company’s communications platform.

Despite advances in technology, including artificial intelligence, human beings with extensive industry knowledge still play a vital role in the analysis of calls, by taking the overall context into account. Together with the tools at their disposal, they identify the constraints to issue resolution in more detail (such as whether these are caused by internal or external factors), benchmark against local and international standards, and look at ways to improve operations.

Ultimately, the goal for many businesses is to have a high level of customer satisfaction by ensuring first call resolution. While this is not always possible, organisations that place a focus on customer service can look to automatically identify customers who have not had a fully satisfactory experience, and to follow up with them to rebuild the relationship.In a digital world where the competition is just a click away, can your business afford to lose a lifetime customer due to a process or procedure that could have been improved?

By Rob Lith, CCO, Telviva