The people behind Davies: Senior Consultant, Adam Payne, explains how interaction analytics and VoC solutions offer ultimate customer insight

21st April 2022

  1. Tell us about your role. What do you do and what do you find most interesting about it?

I am a Senior Consultant for Analytics, specialising in the implementation of interaction analytics platforms for organisations globally. This role also involves leading engagements for the analysts with various work packages around Voice of the Customer (VoC) surveys and general data analysis. Another element of my role is helping the analysts navigate any issues they come up against.

The most interesting thing about what I do is the variety. I am usually jumping between multiple different projects day to day, from speech analytics work to VOC playback.


  1. What drew you to work analytics?

Analytics isn’t something I set out to do initially, however, I quickly realised how much I enjoyed it and still do today. I previously worked in finance as an accountant for a few businesses, and then on commercial modelling in RFP and benefit analysis consulting business, Ember, before it was acquired by Davies. I have an analytical mind and I am quite process focused. A secondment became available to do some work within the analytics team who were great to work with, and everyone was super helpful, and it’s just kind of just made sense!


  1. What developments do you expect to see within analytics in the next 12 months?

There’s a lot of movement around speech analytics and VoC surveys. VoC surveys are currently separate from the interaction analytics we do, whether that be speech or text. However, there is a lot of value in combining the two to allow you to see customer journeys from start to finish and add colour to your customers’ voices. We have developed a system that can handle both types of data. With these two elements joined up, organisations will get a comprehensive understanding of a customer’s entire contact experience with the business.

Another development I expect to see is the use of bots, machine learning and AI to speed up what we do and make the agents lives easier. Davies are very tech focused and because of that, we must always be looking ahead.


  1. What are the general misconceptions surrounding CX analytics?

The one thing we tend to hear about a lot is the cost. Historically the pricing is very prohibited, but we’re now seeing much smaller contact centres use it due to business’ pricing models being more open. One of the partners we deal with are based off the number of hours ingested into the system. They only use necessary licences which allows team leaders to use the platform to coach people while agents can go in and see it all themselves, self-coach, and work on self-development. Due to costs being brought down and the way the businesses are being charged, organisations can get more out of the system.


  1. What do we do as an organisation to help our clients embrace and adopt analytics and AI?

We work with businesses to help them understand the platform and walk them through the whole process. Typically, other businesses tell them what to do and leave them to implement it on their own. We work with businesses to understand how much training they need, to support them closely until they are confident to use the tool themselves. We try to have an open dialogue with businesses to understand what their concerns and struggles are and make the complicated things headache-free.


  1. What challenges do you face in your role and how do you overcome these?

Balancing expectations vs. reality can be a challenge. There is a general misconception around speech analytics that an agent will have to follow a script and to become somewhat robotic to achieve desired results. But we don’t want that! We work around it and spend a lot of time getting them to appreciate how we approach the speech analytics systems.

From a management level, if a business has read about speech analytics and what it does there will be a preconception of what they can do and how they can use it. This misunderstanding often leads to businesses assuming what it is we can do to help. So we face the challenge of tempering that expectation and excitement. You’re not going to get to that point tomorrow and anything valuable will take a little time to develop.


  1. If you could give your younger self one piece of advice, what would it be?

Follow what you enjoy doing and trust in your own abilities. Sometimes it is a case of following the path and seeing where it takes you. It’s never too late to change route if you stop enjoying what you do. It is so important that you thoroughly enjoy what you’re doing.


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