We mean it when we say that we listen to our customers

When it comes to creating better customer experiences and optimising our products, it pays off to work scientifically and really listen to what the customers are saying. For that reason, we were among the first to implement speech analytics.

When it comes to creating better customer experiences and optimising our products, it pays off to work scientifically and really listen to what the customers are saying. For that reason, we were among the first to implement speech analytics.

Calls become better customer experiences

At Topdanmark, we annually receive approximately 1.8 million telephone calls from customers. Therefore, our customer services are often busy. But the many calls are also a storehouse of information when it comes to customer needs and experiences. We make this knowledge measurable by applying speech analytics technology. It transcribes telephone conversations with the customers who allow it.

By transforming the conversations to data, we can search for content based on selected keywords. This way we can analyse previous calls and see how the customers react when calling us e.g. immediately after buying a new car and needing insurance for it. What is most important to them? What support do they need from us? Are there any challenges in the process which can be improved?

Based on this knowledge we can develop and adaptour processes, communication,service and products. So we are not just guessing.

"We use speech analytics to validate our gut feeling. Thus we don’t base important business decisions on what we think and feel, but on what we know based on concrete data"
MINNA OLESEN CX MANAGER AT TOPDANMARK



One step ahead by looking back

By use of speech analytics, we can also optimise the announcements and services that are being highlighted on our digital marketing channels. For example, come spring, we receive a lot of calls regarding motor-cycle insurance. We can see when it begins, when it peaks and when it ends, and thus we can target the contents on our website accordingly.

Another way to use the speech analytics technology is to include data when our employees are being coached based on conversations they have had. It is not about employee monitoring but about utilising the knowledge gained in order to improve.

We believe that this is just the beginning for speech analytics and the effect of analysing customer calls. As we get more precise in the transformation of speech into text, we will apply the technology even further. For example, based on previous data, we will be able to make an educated guess on why the customers will call a given day and what their needs are. Thus our employees can be even better prepared for the calls, and the customers will have an even better dialogue with us.

By analysing calls, we will make it an even better experience to be a Topdanmark customer.




Facts

Speech analytics enable a company to analyse telephone conversations with their customers. It has been used in customer services departments across the USA for more than 15 years. Topdanmark was among the first to implement the technology in Denmark.

KEY FIGURES

  • 1,8 million
    calls

    from customers annually

  • 1.500
    call centre employees

    talk with the customers

  • 4:57
    minutes and seconds

    is the average length of a call