A 2022 survey from McKinsey found that improving the customer experience was the fastest-growing priority area for customer service leaders in businesses across a wide range of industries. And for good reason. According to Zendesk, 3 in 4 consumers will spend more with businesses that provide a good customer experience.
In today’s digital environment, customers can interact with customer service agents in a multitude of ways, including email, phone, website chat, or SMS. Every customer service interaction creates transcripts, which are usually saved in a data lake, never to be used again.
Why aren’t they getting used? Simply put, most companies are sitting on an overwhelming amount of customer service data—so much so that it’s hard to actually mine it for insights. What’s more, it’s often unstructured, with long blocks of text that are hard to browse quickly. That’s where emotional progression scoring comes in.
What is emotional progression scoring?
Emotional progression scoring is a prescriptive analytics process that helps customer-focused brands better understand pain points in customer service interactions by tracking how customer and agent sentiments change with each turn in the conversation.
Using a combination of traditional natural language processing, large language models, and emerging generative AI approaches, customer service interactions are scored based on emotional sentiment and emotional progression.
Emotional progression scoring looks not at overall emotion, but the change in emotion of both the customer and agent, second by second, and sentence by sentence.
What can I learn from emotional progression scoring results?
Once the data is analyzed, brands can pull invaluable insights on customer satisfaction and even overall brand health. More specifically, they can answer these questions:
- What are the most common points of friction for customers?
- What misconceptions about the brand or product come up frequently?
- What customer service issues elicit the highest positive and negative emotions?
- What types of agent responses help improve customer emotions? What types of responses made customer emotions poorer?
- Where are agents having the most success turning negative calls around? Where do they need more support?
With these questions answered, customer-focused brands can work toward a world-class customer experience with renewed focus, whether the solution needed is additional customer service agent training, refined customer communications, or tweaks to the actual product offerings.
How are brands using this technology today?
Leading brands across a wide range of industries have turned to OneMagnify for our pioneering work in emotional progression scoring. Recently, we helped a leading automaker do a comprehensive call center analysis to pinpoint customer frustrations.
We created a standardized prompt that asks for summaries of every recent customer conversation across four main points: the theme, sub-theme, the sentiment, and the emotional progression. Then, it provided the outcomes for both the customer and the agent.
One example analyzed was a customer calling the service line looking for a full-size truck with a heated steering wheel. The agent was unable to provide information about why the feature was unavailable, or when it may become available, leading to negative sentiment and loss of sale from the consumer. The agent attempted to assist by suggesting other models that did include the feature, specifically a sedan, which only further frustrated the customer because the suggestion was a different type of vehicle than they were looking for.
The point-by-point analysis was able to not only identify the exact point in the conversation in which the customer expressed a loss of sale, but also the idea that suggesting an alternate vehicle choice had the opposite effect than intended. This information was also used to surface a customer pain point of demand for heated steering wheels in a specific make and model. These insights can be used for a wide range of decisions, including product development and service center agent training to avoid negative reactions in the future.
Partner with OneMagnify to implement emotional progression scoring
Learn more about how OneMagnify’s voice of customer offering uses artificial intelligence to turn customer service data into actionable insights that improve customer relationships and loyalty. Then, when you’re ready to get started, reach out to our emotional progression scoring experts to get started.
