The challenge
Finding a more efficient way to monitor incoming calls
All incoming calls to the primary Ashtons Legal phone lines are handled by the firm’s central switchboard. A member of the marketing team listens to each enquiry that comes in via tracked phone numbers on the website, and categorises the new business calls based on the legal discipline.
“It is important that we do this call listening,” said Vicki Clover, Digital Marketing Manager, “to understand the volume, type and source of new business enquiries that our website generates and come into the firm via phone.”
“Call listening also enables us to quality check the responses being given by call handlers, identify any issues, and monitor the client experience.”
Before subscribing to the Mediahawk speech analytics this process would take one day a month, as a member of the team was designated to listen for key words and phrases to categorise each call, leaving less time to focus on other tasks.
The solution
Speech analytics and transcription service
Ashtons Legal already used Mediahawk’s call tracking software. The introduction of our speech analytics and transcription feature generated a lot of interest among them, prompting them to eagerly implement it.
Using speech analytics, they can automatically categorise incoming calls using ‘voice tags’. This helps them to quickly understand which legal discipline each call relates to and also whether the caller is a new or existing customer.
Using speech analytics, they can automatically categorise incoming calls using ‘voice tags’. This helps them to quickly understand which legal discipline each call relates to and also whether the caller is a new or existing customer.
The transcription service is a helpful addition for checking categorisation or for quickly scanning to establish the content of a call without having to listen to it.
Vicki said: “The data that needs to be accessed is straightforward to find and easy to implement into our own processes. We predominantly use two reports, ‘scoring by category’ and ‘media’. ”
The results
Time spent listening to calls cut in half
The biggest benefit for Ashtons Legal since implementing Mediahawk has been the time regained for the marketing team.
“Speech analytics has enabled us to streamline the process of listening to calls and analysing the data from those calls,” said Vicki. “It now takes half the time (half a day instead of one full day) it took prior to subscribing to this service, freeing up a member of the team to concentrate on other tasks. We would thoroughly recommend Mediahawk to other organisations, particularly those who have limited staff resource. The speech analytics and transcription functionality has significantly enhanced our experience as customers of the Mediahawk service.”
