Invoca launched Signal AI just over two years ago, revolutionizing call analytics, call classification, and conversion attribution for marketing. It’s been a big win for our customers, but we haven’t taken that as an excuse to clock out and hit happy hour. Okay, we may have had a tipple or two, but we slept that off and got back to what we do best — creating the kick-ass algorithms that make Invoca a leader in AI and machine learning. Today we’re proud to announce the launch of Signal Discovery, the latest enhancement to Signal AI and the first call tracking tool that helps marketers automatically uncover new insights from conversations with their customers. 

Why Marketers Need Signal Discovery

How do you find something when you don’t know what to look for? Imagine that you were dropped into a giant, strange warehouse filled with millions of objects and you were directed to find “the thing.” Without knowing what the “the thing” is you’d have to pick up every single thing and ask “is this the thing?” until you found the right thing or went completely ballistic trying. 

This sounds like it could be a new level of hell, but it’s a lot like the world that marketers live in when they are looking to understand what’s really going on when their potential buyers call their contact center. If you were tasked with analyzing tens or hundreds of thousands of calls to find “other” types of calls, you’d find yourself in that giant warehouse, buried by conversations and piles of words while you scream “A FREAKING ROBOT SHOULD BE DOING THIS!” And you would be right, and that’s why we created Signal Discovery — to help you discover valuable insights that were once buried in your call recordings and develop new first-party customer data for you to power your marketing with. 

The truth is, over 56% of marketers have no idea what’s said during the calls that they drive or what the outcomes of those calls are. It’s a big data gap that marketers shouldn’t have to live with. “Conversations are overflowing with insights that don’t always see the light of day outside the contact center. As a result, many companies are missing out on opportunities to create a more consistent and positive customer experience across human and digital touchpoints,” said Dan Miller, lead analyst and founder at Opus Research. 

Invoca's New Signal Discovery AI-powered Conversation Analytics

Signal AI with Signal Discovery solves this issue by enabling marketers to quickly gain new insights from tens of thousands of conversations and take action on them in real time. And it’s not another mysterious black box: Signal Discovery shows you real conversation topics with real consumers in a full-color map, eliminating guesswork and assumptions about caller behavior by providing you with hard data. “Signal Discovery shines a whole new light on conversations happening in our contact center, giving us the data we need to enact changes across the organization”, said Noah Brooks, Manager of Digital Engagement and Analytics, University Hospitals. “As a marketer, I’m excited to apply this data in real-time to improve the patient experience.”

The beauty of Signal Discovery is that it not only validates what you may think you know about caller behavior, but it also uncovers caller behaviors that you may not know exist. Pause to let that sink in… Imagine uncovering buyer behaviors that you don’t even know are occurring. Things like:

  • “I was treating all call-driven appointments the same in my paid search optimization efforts but I discovered that there were actually 3 different types of appointments coming in through calls and over HALF were related to customer service and rescheduling. Now I know how to optimize only for new business appointments.”
  • “I discovered that 34% of my calls driven by paid search are from existing customers calling with technical or other support issues. By optimizing my bid strategy, I cut our cost-per-order and I freed up our call center sales agents’ time to focus on other high-intent callers.”.”
  • “I discovered an unknown IVR issue that was causing some customers to spend a lot of time on hold, get lost in the IVR, or get sent to voicemail. I also found out that almost 20% of my calls were being transferred multiple times and often to the wrong agent. Now I know how to route calls and deliver the best possible buying experience.”

How Signal Discovery Works

At heart, Signal Discovery creates valuable insight by using learnings extracted from past conversations to predict occurrences in future conversations. Signal Discovery uses a type of AI called “unsupervised learning,” which means the technology automatically groups customer conversations into distinct topics without any human guidance or training data needed.It simply listens to everything in every call and then creates clusters of conversation topics based on similarities in speech patterns. From there, you’re able to drill down into each topic to understand caller behavior and then create a “signal” that Invoca will listen for in future calls so you can see exactly when a specific topic is discussed and can automate your marketing based on this data. No more guesswork, no more risky call assumptions. And THAT can revolutionize your marketing efforts. 

It all starts with a call map that looks like this:

All those colored bubbles are actually clusters of similar calls and each one is numbered. In the example above there are 83 unique topics identified from over 21K calls. You can roll over each bubble to see the topic of each cluster:

From there, you can click on a topic bubble to see the most common words spoken on that cluster of calls:

A few things to notice: The largest words in the bubble are those spoken most often. Also, take a look at the information to the right of the topic bubbles:

You can see that in this topic there are five calls and you can listen to each of them to hear how the topics came up in conversation. For example, you can get clarity on why callers are often mentioning the word “bundle” when asking about a promotion. After you listen to a phone call you can also add notes that you can refer back to later:

Now that you’ve listened to and identified this buyer behavior, you can set up an AI signal to listen for this same behavior in future calls:

All of your signals can be found right in your Invoca interface:

And you can add detail to each signal to precisely control how that signal is used for your calls:

Now it’s time to bring it all together. The insights you uncover with Signal Discovery are all brought to fruition when you use Invoca’s industry-leading integrations to push call data to your preferred marketing platforms, so you can optimize spend, segment audiences, and drive revenue.

(since we know you like GIFs, here’s one more)

Will Signal Discovery make you jump up on the table and dance? Maybe not, but if it does, send us a video. What it definitely will do is provide you with a new source of untapped first-party data and insight into caller behavior that can make all your marketing efforts more effective.

Learn more about Signal Discovery at Invoca Summit 2019!

Stacey Watkins

Posted by Stacey Watkins

Stacey is a Senior Product Marketing Manager at Invoca. One of her favorite parts of that role is talking to other marketers about the power — and revenue potential — of call tracking and how it can affect a business’s bottom line. Prior to her position at Invoca, Stacey held product marketing and content roles at LogMeIn, Citrix and Commission Junction.

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