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Using Interaction Analytics toDigitise & Optimise ContactCentre Performance
Table of Contents
The Science Behind the Art of Optimising Engagement
What is Interaction Analytics?
How Interaction Analytics Works
How Does Interaction Analytics Automate the QA Process?
Scorecards: Key Component for Agent Improvement, Key Value Proposition
for Interaction Analytics
Examples of What Can Be Scored
How Interaction Analytics Improves Performance Feedback
How Interaction Analytics Supports Self-Improvement
Integrating Interaction Analytics Into Agent Coaching Programs
How Automated Scorecards Improve QA Performance & Efficiency
How Interaction Analytics Identifies & Encourages Best Practices
Using Interaction Analytics to Motivate Desired Behaviour
Gamification: An Emerging Way to Motivate
Effective Agents Enhance Contact Centre Efficiency
How Consistent Agent Performance Delivers on Brand Promise
Conclusion
For more information
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The Science Behind the Art of Optimising Engagement
Interaction analytics gives contact centre agents and managers the
boost they need to perform at their best. It can be applied to identify
best practices, objectively and accurately measure performance,
improve coaching, and guide agents in real-time to provide the
best possible customer experience. Interaction analytics can do all
this because it automatically captures and analyses ALL customer
interactions across call, email, text, chat and social channels.
By applying analytics to the rich resource of structured and unstructured customer interaction data,
organisations can create processes and help agents to be more effective, efficient and engaging.
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Interaction analytics provides the data you need to improve contact centre performance. Consider the following data about interaction analytics itself, which comes from an independent study by
Aberdeen Research. It found that agent productivity at intelligent contact centres is 20.2 times higher than at those that do not use interaction analytics and other intelligent contact centre
technologies. i
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Annual increase in
customer lifetime value
Annual improvement in
customer effort score
Annual increase in
employee engagement rate
Annual increase in average
customer profit margin
Annual increase in
customer retention rate
98% 91%
38%
78%
13%
GREATER GREATER
GREATER
GREATER
GREATER
“Use of predictive analytics allows companies to predict the likelihood of future outcomes and
provides employees with actionable guidance that helps them succeed in their roles. Helping
employees become more successful ultimately elevates employee engagement while also
contributing to overall business success.”
Aberdeen Research | Predictive Analytics in Customer Experience: The Secret to Great
Customer Relationships. Download the complementary report here
Other advantages that contact centres that use
analytics have over non-users include:
What is Interaction Analytics?
Interaction analytics technology is used to improve contact centre performance. The technology
converts the content from customer interactions from any channel, including calls, chats, emails,
surveys and social media, into a format that can be analysed. Interaction analytics also captures
and processes the metadata (such as the time of contact, length of call) from an interaction, and
supports both structured and unstructured data.
Plus, with real-time analytics, content is converted instantly. Supervisors receive automated alerts if
certain words or phrases are used and if other trigger conditions occur.
The ability to monitor, record and transcribe 100 percent of customer contacts across
different channels
Automatically generated scorecards for each customer interaction; scorecards can be
created for individual agents, for group and sub-group levels (for example by shift, role,
etc.) and for specific activities (e.g. using proper greeting, showing empathy, saying “thankyou” etc.)
Analytics-based reporting to show baselines, performance trends, identify agents that need
additional training, etc.
Automated monitoring for prohibited language, raised voices and other risky behaviour
The ability to provide real-time coaching, redirection and other intervention
Sentiment analysis to measure agitation, empathy, enthusiasm and other behaviour
Interaction analytics capabilities include:
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Increased Interaction
There is much more to interaction analytics technology than the brief overview provided here. If you
want to learn more:
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Monitoring is automatically applied to all contacts, and the results are archived and fully searchable.
All contacts are automatically scored based on parameters set by the user organisation. Interaction
analytics can even provide root cause analysis for each customer interaction, which can then be
used for coaching individual agents based on their scorecard performance.
This white paper provides an overview of the technology and its value
Best Practices for Peak Call Centre Agent Performance Using Interaction Analytics is an
on-demand webinar targeted to performance improvement
Here’s a video on how real-time call monitoring works
How Interaction Analytics Helps Compliance: Monitoring for Language
Speech analytics takes the unstructured data trapped in recorded calls, emails, chat transcripts and other customer interaction and matches it with
structured metadata, such as which agent handled the interaction, the time of day it occurred, the length of the call and who the customer was. The audio
undergoes a speech recognition process that turns the sounds into text. At the same time, acoustic signals such as agitation in the voice, tempo, loudness
and silence are extracted.
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Transcription &
acoustic measurements
(redacted)
Use case specificautomated tagging
(language patterning)
Use case specificscoring, trending & tracking
Compliance, behaviour &
targeted coaching &
marketing insight
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Then, all data – the transcription, the acoustic properties and the metadata are normalised into a consistent format and language tagged for searching on
specific patterns. This allows companies to follow a customer’s journey and repeat contacts regardless of what communication channel is used. Both the recording and the transcript are redacted to remove social security numbers, credit card numbers and other sensitive information for PCI compliance.
Transcription &
acoustic measurements
(redacted)
Use case specificautomated tagging
(language patterning)
Use case specificscoring, trending & tracking
Agent behaviour,
targeted/coaching and
patient experience insights
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Next, the presence of certain language and other key metrics can then be combined into a score that measures various performance indicators such as
agent quality, customer satisfaction, emotion, and compliance risk. This step of automating scorecards, provides accurate and objective feedback that can
be shared with agents and used by supervisors to personalise training and coaching.nce.
Transcription &
acoustic measurements
(redacted)
Use case specificautomated tagging
(language patterning)
Use case specificscoring & tracking
Compliance, behaviour &
targeted coaching &
marketing insight
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The result is a consistent analysis across 100% of data sources with actionable voice of the customer insights that can be shared across the entire
enterprise. Some analytics solutions provide application programming interfaces (APIs) that allow you to take insights from the analytics platform and
export and embed them into other 3rd-party applications to support a variety of business needs.
Transcription &
acoustic measurements
(redacted)
Use case specificautomated tagging
(language patterning)
Use case specificscoring & tracking
Compliance, behaviour &
targeted coaching insight
Interaction analytics is a powerful tool for improving contact centre performance because it can automate and optimise many quality assurance (QA) tasks. Because
of the high level of automation, it is now practical to monitor and analyse 100 percent of your contacts. That includes customer comments and engagements on social
media and other channels.
Here are some of the ways interaction analytics save time and improve consistency by automating QA tasks:
How Does Interaction Analytics Automate the QA Process?
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All contacts are automatically recorded, monitored and indexed
Contacts are automatically monitored for adherence to scripts and best
practices, prohibited language and other compliance risks, excessive or
improper emotion and other organisation-defined characteristics
Scorecards are automatically generated for every agent engagement
Analytics-based reporting shows performance baseline levels, trends,
and identifies agents that need additional training
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Analytics eliminates subjectivity in scoring individual contacts, and prevents the risk of results being
skewed when only a small sample of interactions is being reviewed. Automated indexing means
managers can quickly identify specific contacts, and pinpoint language within the contact recording and transcript, such as the proper greeting or close, necessary disclosures and even expressions
of empathy. That makes it easy to review calls or other interactions with agents to highlight what
needs to improve or recognise what was done exceptionally well.
“We’ve expanded the QA program’s reach. In the manual program, it wasn’t humanly
possible for a QA analyst to listen to all of our calls. Now we monitor and score 100 percent
of our calls. Eureka searches for the use of specific words and phrases in certain contexts, so if we are following up on something we only need to listen to the parts of the calls that
are relevant.”
Michelle Correal, Sokolove Law
Learn more from Sokolove from their case study and webinar
Scorecards: Key Component for Agent Improvement,Key Value Proposition for Interaction Analytics
Peter Drucker’s maxim that “If you can’t measure it, you can’t manage it” is a powerful, fundamental concept that holds true for numerous industries and processes.
Analytics-driven scorecards give organisations an accurate way to measure the effectiveness of customer interactions in the digital age.
The concept of scorecards is not new, but the use of manual scorecards in contact centres is problematic because so many interactions between agents and
customers can be assessed subjectively. Was the agent sympathetic? Was the agent aggressive enough in asking for the sale? Too aggressive? Listening to transcripts
doesn’t always resolve such questions, and is also very time consuming, which means that most agents are evaluated on only a few calls a month. This is not
representative of actual performance. Those problems are eliminated when 100 percent of conversations are monitored and scored automatically.
With automated scorecards you can:
Monitor and grade agent performance
Track progress to goals at the individual, team, shift and other levels
Give supervisors the ability to self-select and self-score immediately
Identify coaching opportunities
Provide alternative viewpoints
Identify best practices
Increase credibility of the feedback provided
Remove the “bad cop” stigma for coaches
Present objective data for incentive programs
Highlight blind spots
Encourage self-improvement and change
Keep score for contests and other promotions
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“Weekly scorecards proved invaluable in driving performance improvement. Supervisors now have an accurate
view of agent performance and they use it for training and coaching purposes. We have been able to identify a
direct link between agent advancement and his or her scorecard.”
Mike Hull, TradeGlobal
See the case study here
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Scorecards can be developed to measure whatever your organisation believes is important. Interaction analytics automatically monitors all contacts for abusive
language, legal disclosure, Right Party Contact Language and more. Organisations have also successfully improved their contact centre operations by using
interaction analytics to monitor for:
Examples of What Can Be Scored
Dispositioning
Rebuttals and objection handling
Upsells
Call avoidance
Long holds
Excessive silence
Whether scripts are being followed in sequence
Empathy and other sentiment
How Interaction Analytics Improve Performance Feedback
Interaction analytics scorecards provide much more information for evaluating agents than closing rates or customer satisfaction scores. Analytics-based scorecards
show each agent’s specific strengths, weakness and performance trends for dozens of measures that you can set and change as the need arises. The deep level ofinsight provided lets you target your coaching to each agent’s specific needs and abilities. Plus, because scorecards are automatically generated, supervisors canspend much less time reviewing calls and interaction transcripts, and more time working with agents.
Best-in-class contact centres are 38 percent more likely to support their agents with better data than others, according to Aberdeen Research.
Mercedes-Benz Financial Services is a great example of how better data can lead to better performance. It wanted insight about why quality scores for onegroup of agents had leveled off. The deep insight it got from interaction analytics showed that the agents were inconsistent in how they handled one commontopic on calls. Mercedes-Benz shared the results with agents, provided coaching, then enjoyed a 5 percent improvement in quality scores. “Managers could
see specifically where the agents needed help,” said Rhonda Ludbrook, agent quality manager. “Otherwise, the agent might not have received that muchattention or coaching because the overall score was good.” Mercedes-Benz shares more insights and tips in this webinar.
Simple Health used interaction analytics to learn how closely agents were following scripts and how they responded to sales objections. Automating theprocesses for capturing information and creating scorecards, reduced the average time required for a coaching session from 40 minutes to 10 minutes. Thecompany now coaches approximately 80 percent of its agents each week, when previously only 10 percent could receive extra help. Agents have becomemore effective, as the average sales closing rate has improved by 5 percent and there was a large reduction in policy cancellations. See the case study here.
“The scoring system with CallMiner is objective. That is really helpful for training and improvement. One of the
things call centre managers struggle with is when you note an agent doing something the wrong way, they always
say ‘You caught me on a bad call. I usually do it right,’ or ‘I had a bad day.’ Based on the information we get from
CallMiner, we can say to them ‘You are not consistently doing what you think you’re doing,’ or ‘You’re right. We can
see this is not typical for you.’”
700%Increase ofAgents CoachedPer Week
Nikki Noyes, Stoneleigh Recovery Associates
Lear more from the case study and webinar
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How Interaction Analytics Supports Self-Improvement
Another way interaction analytics improves performance management
is by giving agents more visibility into and control over the process.
Interaction solutions can provide personalised dashboards for agents
to see how they are performing. Agents can see the same data as their
supervisors, so there should be no surprises or awkwardness during
coaching sessions. More importantly, seeing performance data empowers
and motivates agents to improve themselves.
The effect becomes even more powerful when organisations give agents access to rankings so they can see how their performance relates to
peers. Providing accurate, comprehensive performance and ranking data
creates friendly competition and positive peer pressure that can drive
selfmotivated improvement efforts.
Scores and feedback can be delivered continuously and put into easy-to-understand dashboards for review. That means agents won’t need to wait until their next
review or coaching session, they’ll have the information they need to improve performance immediately.
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“The personalised scorecard makes it possible to measure agent performance against key qualities linked to customer delight, such as showing empathy.
This enables the agent to make a personal commitment to improving empathy skills – and to delivering a successful call outcome. It also makes it possible
for the supervisor to support that commitment with helpful coaching.”
Excerpted from “Creating a Culture of Self-Evaluation and Improvement to Deliver Better Customer Outcomes in the Call Centre”
Download the white paper here
32%
PERCENT SILENCE
Weakening, -1s
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AGENT QUALITY
Weakening, -9
3m14s
DURATION
Weakening, +<1s
11%
CLOSE RATE
Weakening, -1
74%
CUSTOMERSATISFACTION
Improving, +3
Efficient
CALLEFFICIENCY
Improving, +1
Integrating Interaction Analytics Into Agent Coaching Programs
Complete the performance feedback loop with
meaningful, actionable insight that both coaches and
agents can use to optimise agent performance
Analysts configure data to score agents according toyour organisation’s standards
Insight and accuracy into the performance of your workforce
Quickly find & flag coachable moments
Leverage Instant Insights
for common metrics
Identify opportunities
for improvement
Configure for specific language & behaviours
Compare groups
and agents
Build targeted scores
Score your contacts
automatically
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Supervisor / Coach
Quality Analyst
Supervisor / Coach
How Automated Scorecards Improve QA Performance & Efficiency
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“I am significantly more confident about what is and isn’t said on the call floor without spending all day listening to calls”
Director of ComplianceCredit Card Collection Agency
With 100 percent contact monitoring and scoring, you get a complete, in-depth picture of your customer interactions,
not just a snapshot. Because the monitoring, recording, transcription, analysis and scoring processes are automated,
you can get the complete picture of performance with less effort than it takes to manually screen and analyse a smallsampling of contacts, which is the common practice for organisations without interaction analytics.
Afni reduced the time its supervisors spent preparing to coach call centre agents by 40 percent by using contextual
data from CallMiner Eureka to pinpoint where each agent needed help. It then achieved a 17 percent improvement in the use of correct language during customer calls, a 2.8 percent increase in first call resolution and a 4 percent increase in customer satisfaction.
State Collection Service estimated that it saved 4,000 hours annually by automating performance
feedback (see the full case study here).
Sokolove Law used the time savings from automated interaction analytics to consolidate five quality assurance positions into one, which saved the company more than £155,000 annually.
How Interaction Analytics Identifies & Encourages Best Practices
Automated call scoring helps you track performance trends over time and compare relative performance across
different groups of contacts (such as agent groups or teams). That helps you to define performance thresholds oracceptable and unacceptable ranges for scores for key moments on the customer journey.
For example, British Gas used analytics to identify correlations between what its top performers did that others
didn’t do. It identified some correlations, then trained all agents on the best practices it identified. Afterwards, oneof the services for which new best practices were identified experienced a 30 percent increase in sales.
Interaction analytics is not limited to providing insight and suggestions only after the fact. Real-time analytics canmonitor the quality of interactions as they happen and can intervene with suggestions or reminders as necessary.For example, if an agent does not properly identify himself or herself, or does not make an upsell offer at adesignated point in a call, he or she could get an on-screen alert. Supervisors don’t even have to listen in on calls to find opportunities to help agents, they can receive alerts automatically if certain words or phrases are used and if other trigger conditions occur.
Providing automated, real-time guidance and decision support like that leads to higher customer satisfaction,retention and profitability. 54 percent of best-in-class contact centre operators give their agents real-timedecision assistance, compared to only 14 percent of other operators.
Interaction analytics also makes it easy to test different languages and sequences of events to determine whichare most effective for sales, customer service and other interactions prior to launching campaigns. Click here to
learn about how Open English, a language education service, improved its contact centre performance after using
interaction analytics to test script effectiveness.
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Using Interaction Analytics to Motivate Desired Behaviour
Interaction analytics monitors what you want to monitor, and can be used to encourage or discourage the
specific activities that you want to emphasise. The technology also provides a lot of flexibility in how you apply and manage motivation. For example, for common incentive programs, automated scoring and 100 percent contact monitoring provides all the comprehensive, objective data you need for incentives based on quality scores, friendliness, sales performance, etc.
The improvement in compliance is an excellent example of how the combination of scoring and motivation can be applied to drive all kinds of behaviours, not just to increase revenue. There are numerous examples of how scoring and coaching from interaction analytics have been used to target behaviours that raised first call resolution rates and reduced average handle times. Whatever you want to emphasize – specific language, time savings, customer satisfaction, empathy, etc. – interaction analytics gives you a way to measure and encourage it.
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Delta Outsource Group made interaction analytics scores the foundation of its agent incentive program. The in-depth data allowed the company to evaluate agents on much more than their revenue production, which enabled it to award incentives based on the overall quality of the engagement. “We made compliance scores an integrated part of the incentive scheme,” said Sam Eidson, Director of Compliance at Delta Outsource Group. “As a result, if a collector earns £1,000 in performance incentives, but achieves only 80 percent on his or her overall scorecard, he or she only earns £800.” See the full case study here.
Frontline Asset Strategies (FAST), a customer care and collections service, linked its agents’ commissions to their interaction analytics scores. Agents receive a bonus to their commission for exceeding the baseline for call quality, and a deduction from commissions if their score is more than 10 percent below the quality threshold. The new compensation structure had the desired effect of making agents more conscientious about compliance, and FAST raised its overall compliance score to 98 percent. See the full case study here.
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Gamification: An Emerging Way to Motivate
Interaction analytics is also an enabling technology for introducing gamification to contact centre operations. Gamification has proven especially effective at improving employee performance and business results at contact centres. Benefits include increased revenues from higher closing rates for sales and collections, improved compliance, faster employee onboarding by making training more fun and effective, and improved employee retention. When contact centre agents are more engaged at work, organisations can optimise their engagements with customers.
Defenders, a home services company, uses analytics-based gamification for sales contests, including a program to determine how closely its sales agents are using the optimal sales language and sequencing the company recommends. Since it began using interaction analytics, the sales force
achieved 5 percent improvement to the sales closing rate and an 18 percent rise in the company’s Net Promoter Score (NPS).
For more information about how interaction analytics can drive effective gamification, see the white paper Using Gamification to Improve Contact Centre Performance.
“Structured contests give us pretty quick engagement from our team members. We are able to
provide not only rewards, but also to provide information to our call centre teams to identify
our best agents.”
Molly SollieDefenders
Effective Agents Enhance Contact Centre Efficiency
Contact centre efficiency and quality improvements soon follow after agents begin following best practices more closely. Best practices reduce the agent-by-agentdifferences in how situations are handled, which creates a more consistent customer experience. Consistently following best practices also reduces compliance risk.Many organisations have reported impressive improvements to their first call resolution rates, average handle times, customer satisfaction scores and other contactcentre operational metrics after applying interaction analytics to inform and guide their processes.
See our white paper Achieving Optimal Contact Centre Efficiency and Performance for more information about how interaction analytics helps improve these andother contact centre performance metrics.
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Across all industries, organisations that are leaders inusing interaction analytics have their first call resolutions rates more than three times higher than others
- leaders average 76 percent first call resolution, compared to 23 percent for followers.
Sixty percent of companies that measure FCRfor at least one year report a 1 to 30 percentimprovement in their performance.
Real Time Resolutions (RTR), a full-service mortgage servicer, debt collection and business process outsourcer, used interaction analytics to identify the difference between revenue-generating “talk time” (TT), and resource-burning “after call work” (ACW). The goal was to reduce waste and increase productivity. Interaction analytics helped uncover several issues with hold times, the amount of silence on calls and the time spent on wrap-up and administrative tasks after the call. Before interaction analytics, the company had higher average ACW times than talk times. After implementing analytics, the ratio was reversed. See this case study to learn how the program led to a 60 percent reduction in RTR’s average handle time, which enabled it to increase daily call volume by 82 percent.
Southwest Credit Systems decreased its escalation calls by 66 percent within six months and reduced its regulatory complaints by 33 percent within one year ofimplementing interaction analytics, as the company describes in this video.
Fitness equipment maker Nautilus used contact centre analytics to analyse the content of 100 percent of its calls. That insight led to process and training changesthat reduced average call times by 82 seconds after just three weeks. Nautilus calculated that its contact centre analytics investment produced full ROI in six weeks.
Aberdeen Research cited in CallMiner blog post “What is First Call Resolution? Benefits, Challenges, Examples, & Best Practices for Improving FCR” Accessible at: https://callminer.com/blog/first-call-resolution-benefits-challenges-examples-best-practices-improving-fcr/.
Ascent Group research cited in CallMiner blog “What is First Call Resolution? Benefits, Challenges, Examples, & Best Practices for Improving FCR” Accessible at: https://callminer.com/blog/first-call-resolution-benefits-challenges-examples-best-practices-improving-fcr/.
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How Consistent Agent Performance Delivers on Brand Promise
With 100 percent contact monitoring and omnichannel support, interaction analytics helps create consistency
from agent to agent and channel to channel. That consistency helps organisations speak with one voice to
customers, which helps build a stronger brand image.
Interaction analytics can help ensure agents have all the information and support they need to serve and satisfy
the customer, regardless of the channel. The ability to provide real-time monitoring and intervention means
agents can be automatically directed to provide the next-best action. Building more consistency and support into
operations is also an excellent way to reduce compliance risk.
The experience that time share and vacation club management company Bluegreen Vacations had with
interaction analytics highlights the relationship between consistency and performance. The company was
hampered by contact centre agent attrition and used its interaction analytics solution to develop insight to
improve agent training and employee engagement.
The effort produced a 13 percent improvement in agent best practice scores. Here is where the link between quality, consistency and performance gets interesting. While best practice scores rose 13 percent, overall quality and customer satisfaction were up even more. Overall agent quality scores increased by 19 percent and customer
satisfaction rose 26 percent. Bluegreen was able to capitalise on increased customer satisfaction to grow revenue,
as sales performance rose 48 percent, which is a strong indicator of consumer confidence in the brand. Bluegreen calculated that the interaction analytics solution provided full return on investment (ROI) within one year. You can
learn more about Bluegreen’s experience in this case study and webinar.
Conclusion
The more you know about your operations, the more you can optimise them. With
interaction analytics you can know about all your customer interactions, with all
your agents, across all channels. The knowledge you can gain goes far beyond the
basics of average call times and success rates to include structured and unstructured
information that provides in-depth visibility into individual agent behaviours and
contact centre performance as a whole.
Once you have that information you are just a few steps away from making changes
that can produce dramatic improvements in agent efficiency and effectiveness, as the many examples presented have shown. Once you understand what interaction
analytics can do and how you can target the technology to your needs, it’s easy to
understand why agent productivity at intelligent contact centres is 20.2 times higher
than average agent productivity.
View a CallMiner demo or register for a free test drive today to learn more about how
interaction analytics can help your customer interactions. CallMiner’s award-winning
Eureka interaction analytics solutions can help you find your customers’ voice and optimise their journey.
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For More Information
CallMiner is a proud provider of interaction analytics solutions for improving agent performance. With 14 years of
industry leadership and over 2 billion hours of conversations mined, we can deliver exceptional value to customers by
delivering highly effective, usable, and scalable speech analytics solutions.
CallMiner Eureka is the leading solution to improve contact centre and enterprise performance through interaction
analytics. It immediately reveals insights from automated analysis of communications between you and your
customers across multiple channels – including calls, chat, email, texts, social media, surveys and more.
Here are some resources to learn more about CallMiner, interaction analytics technology, and how they are helping
organisations improve their performance and comply with a wide range of requirements.
The CallMiner Learning Centre is frequently updated with new presentations, white papers, case studies,
videos and other material.
See solutions and resources for different roles and industries, including collections, finance & banking, BPO,
healthcare, travel & hospitality, retail/etail and others.
CallMiner’s Agent Performance Blog provides updates on new regulations and how interaction analytics is
being used to support them, including presentations and testimonials from users and guidance from experts.
This white paper provides an overview of interaction analytics technology and its value.
Learn about speech-to-text transcription.
Here’s a video on how real-time call monitoring works.
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Aberdeen Research webinar “Next Big Thing…Intelligent Contact Centres” February 2017Omer Minkara, Aberdeen Research “Voice of the Customer: Stop Just Collecting Data, Act On It!” March 2017.Aberdeen Group “The Path to Building an Integrated VoC Program” August 2016.
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©2018 by CallMiner. All rights reserved.
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to your customers. Improve your business.”, “Feedback Is A Gift”, “Listen”, “Engagement Optimization”, the “Engagement Optimization” logo, and “EO” are
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