Insight from Data

Delegates to Channel Live at the NEC this September may have seen Red Box’s Global Head of Partnerships Kate Hammett making a valuable contribution to our panel debate on analytics and here we provide an opportunity for her to expand upon those thoughts and ideas.

Comms Business Magazine (CBM): What are the main reasons for businesses needing to look at the data they gather and how should they be using that insight?
Kate Hammett (KH): According to research, by 2020, 90% of organisations expect their business to be driven by data insight, however a large proportion of highly valuable voice data within organisations is unstructured or locked in data centres.

Voice is the most natural and spontaneous form of communication and is becoming even more relevant as we move into a voice first world driven by voice based interactions with the likes of personal assistants, as consumerisation of the workplace continues.

To unlock the full potential and understand all customer conversations, organisations need to be able to access and control this rich data set to fuel analytics and AI applications. With enhancements in speech to text recognition and improved accuracy ratings, voice conversations become searchable text and critical intelligence for any machine learning engine.

This is crucial for organisations looking to get a 360-degree view of customers and understand both their and employee behaviours, with the ultimate goals of improving customer experience and enhancing employee engagement.

CBM: Can you give readers a real-world example of how an organisation is benefitting from analytics?
KK: Organisations are using analytics to enable virtual assistants to complement the agent and enhance the service provided to customers. Ingesting voice conversations into analytic platforms allows for machines to learn patterns of behaviour and provide intelligence, resulting in the virtual assistant either responding directly to regular queries or providing insight to the agent that typically would be too difficult for a human to determine in the same time period.

One of the best examples I have heard is from a Dutch analytics firm, who use analytics to help emergency medical dispatchers make life-saving decisions. They worked with the emergency services control room to build an AI assistant to the call agents responsible for the dispatch of ambulances. Using call data which analysed words a caller uses to describe an incident, the tone of voice, breathing and background noises, the AI engine correctly detected cardiac arrest in 93% of cases, a 20% increase from human dispatchers. Ambulances are now prioritised using this technology and dispatchers continue reduce the number of undetected out-of-hospital cardiac arrest by more than 50%, ultimately saving more lives.

CBM: How has the GDPR affected your marketing plans for call recording?
KH: In recent years, a range of regulatory requirements have been a priority for our customers and we will continue to develop tools to make call recording compliance as easy as possible.

GDPR brings broader territorial scope, higher financial penalties, and added requirements and responsibilities for organisations handling data for EU citizens. Controlling, processing and maintaining records of recorded communications data is a key consideration for complying with GDPR. Organisations need to meet GDPR compliance obligations by embracing privacy by design.

Technology will play a big part in this – alongside people and process – so selecting the right suppliers is crucial. Red Box provides tools that allow a call record to be tagged with the user’s data consent captured, which can then be tracked, audited and reported on. Red Box supports an organisation’s data protection policies with tools to manage call records, assure regulatory compliance, and keep data secure.

The recent increase in regulatory pressures enables us to communicate to our channel and end customers the benefits of a voice data solution delivered by Red Box.

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David Dungay

Editor - Comms Business Magazine