Marketing agencies: Why speech analytics is your customer insight secret weapon

Customer insights aren’t just a nice-to-have. They’re essential for delivering targeted campaigns that resonate with your clients’ customers.

Luckily, in today’s digital world, marketing agencies have never had so many different data sources to mine for insights on customer behaviour.

But finding the most valuable and impactful insights can be tricky. And putting them to good use once you’ve found them can be trickier still.

After all, insights aren’t very insightful if you don’t know how to implement them.

In our customer insights e-book, we talk about six ways customer insights can benefit agencies:

1. Know the best ways to reach target audiences

To effectively target your clients’ customers with your campaigns, you need to know where they go for information and how they prefer to consume it.

2. Spot trends and patterns

With quantitative insights, you’ll start to spot bigger-picture trends in customer behaviour – allowing you to create campaigns with a broader appeal.

3. Stay ahead of the competition

Strive to understand your clients’ customers better than anyone else. If you do, you’ll keep your clients at least one step ahead of the competition.

4. Cut wasted spend

If you know exactly how your clients and customers consume and interact with your content, you can do more of the things that work best and less of the things that don’t – saving you time and money.

5. Ramp up client retention

By truly understanding your clients’ and their customers’ needs, you’ll earn their trust and respect, making them much more likely to stay for longer.

6. Better serve your clients

Customer insight isn’t just for marketing purposes. It can help you develop your service offering, too. Use the insights to build a suite of services that are finely tuned to your clients’ needs.

So how does an agency go about gathering the customer insights that deliver these desirable benefits?

Going direct to the source with speech analytics

One way to mine your clients’ customers for valuable behaviour insights is through speech analytics software.

“But what’s speech analytics?” I hear you say. Think of it like this: imagine you’re sitting right next to a customer when they phone your client. You’re a fly on the wall, listening in to their conversation. You can note down the concerns they have, the questions they ask and the words and phrases they use. You can hear the exact things they say, in real-time.

Sounds like gold dust, doesn’t it? Well, that’s exactly what speech analytics lets you do. Only it’s better because all the data gathering is done automatically – and you have the insight immediately.

In fact, here are some of the strategy-boosting, time-saving features and benefits of Mediahawk’s own speech analytics feature.

Voice tags

This feature helps you score calls based on the words and phrases used by customers during their calls. For maximum customisation, Mediahawk allows you to define specific words that you want it to listen out for. For example, you can tell Mediahawk to listen for words such as ‘buy’ or ‘pricing’ and the software will tag those calls and customers as a priority for a sales follow up. It means you can easily see which calls and callers are more likely to be of immediate value to your client.

Call recordings

Of course, you don’t have to rely on automation. You can also listen to calls and scan transcriptions to really understand your clients’ customers’ needs. Think of it as interviewing your target audience as part of a persona profiling exercise. Except you don’t have to put any extra effort into it – the insights are coming to you, rather than you hunting for them.

Keyword gap analysis

With valuable conversation data in hand, you can use it to identify keyword gaps in your content strategy. For example, if a lot of customers are calling to ask about pricing and some common questions keep appearing, you can use this insight to develop website content that answers those queries directly. This not only drives engagement for your content marketing activities but also frees up your clients’ phone lines for more sales enquiries.

Joining up your insights

Once you’ve gathered insights from speech analytics, you can combine them with your existing customer data – such as persona profiles – to build a complete picture of target audience behaviour. With this in mind, you can feed much richer insights into your clients’ marketing strategies, helping you deliver more effective campaigns and maximise budgets.

Speech analytics really is the secret sauce that helps you go deeper into your clients’ customers’ minds. It helps inform everything from your overall marketing strategy, right down to the types of content you create for campaigns.

For marketing agencies that want a USP or hook to keep clients on-side, speech analytics may just be what you’re looking for.

About the author - Natalia Selby

Marketing Executive at Mediahawk, with 20 years experience in analytics and content management.

Man and woman using laptops.
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