As well as being a supremely useful tool for customer service departments looking to automate responses in certain channels, ASR is key to exploiting new data streams.
Today, valuable information about customer behaviour and habits are largely gleaned from written sources. Our social media posts, emails, internet history, choice of restaurant or fast food order are all recorded and used to improve companies’ understanding of how consumers behave. In turn, this allows organisations to more effectively target potential customers and to influence the way they act.
In this respect, ASR is important because of the way it facilitates speech analysis and provides businesses with another source of data that can be mined for valuable insight. Even more excitingly, the nuance of human speech and the power of ASR systems to interpret intent and emotion (via technologies like NLP and Sentiment Analysis), means that speech analysis may provide far more valuable detail than existing data sources.
For contact centres, this is a remarkable opportunity. Though ASR is likely to be restricted to automation tasks for the immediate future, in the long-term it will play an increasingly important role in determining how to respond to specific customers and their complaints. It could also help human agents get to the heart of complex customer problems as quickly as possible.