How CallTrackingMetrics Benefits from Deepgram
The Landscape
Conversion Tracking and Contact Center Automation Go Hand-in-Hand
The growing number of call centers globally and the rising demand for a complete communication solution are major drivers of the booming Unified Communications and Contact Center as a Service market. Recognizing the needs for tight integration between the call center and call tracking analytics, CallTrackingMetrics (CTM) is in a unique category of being the only all-in-one call tracking and contact center solution. Its business model is focused on two elements—conversion-tracking and contact center automation—which go hand-in-hand to offer a more personalized customer experience. The call tracking aspect is geared towards marketers who leverage the technology for marketing attribution by tracking which campaigns are driving calls, texts and conversions. The contact center solution is used by call center managers to remotely manage all of their communication channels in one platform and optimize their workforce.
“The great thing about our technology is that both elements work together to meet our customers’ needs. Our customers can utilize the conversion tracking aspect of our platform to surface data insights and apply those learnings to help power the contact centerpiece,” said Todd Fisher of CTM.
The Challenge
40% of Call Transcriptions Were Too Inaccurate To Provide Reliable Analytics and Insight
Automatic speech recognition (ASR) is a necessary function that is critical for contact centers as well as call tracking software. The technology enables call centers to analyze calls for compliance concerns and provides a rich data set to surface valuable insights for marketers.
Serving 100,000 users in over 90 countries, it was critical that CTM had an ASR platform it could trust and that worked seamlessly for both its call tracking and contact center solutions. Speech recognition had been a part of CTM’s offering since the company was founded in 2011, but within the past year, they realized the need to uplevel their speech offering for their customers. “We were at a point where we really wanted to uplevel our speech transcriptions,” said Fisher. “Call transcriptions allow us to quickly review what has already taken place on a call, and provide the most effective advice to the agent. If certain words are inaccurate, then the team can misconstrue key context and will miss valuable data insights to help them improve.”
Call center data is critical to managing the end customer’s experience, yet the data from recorded phone conversations had been sorely lacking. To ensure they were delivering the experience their customers deserved, the CTM team set out to find an ASR platform that could deliver superior accuracy to fulfill their data needs.
The Solution
Deepgram Provides Highly Accurate Transcriptions to Unlock Valuable Insights
When CTM started evaluating the speech service providers on the market, Deepgram was far above the competition. With Deepgram’s greater than 90% accuracy rate, CallTrackingMetrics was able to improve the quality of its customer conversation analytics significantly.
“Deepgram is by far the most accurate speech vendor we evaluated and we’ve seen a tremendous improvement since deploying Deepgram, both on the call tracking analytics and contact center side,” said Fisher. “On the call tracking side, Deepgram’s speech data has been invaluable for our customers so they can understand important insights around which marketing tactics and campaigns are working. On the contact center side, accurate transcriptions are key for agent training to help contact center managers understand the full call context and search the transcription for certain words and phrases that might indicate abusive or disgruntled customers.”
We first considered creating an ASR solution in-house, but there’s a significant difference between dabbling in transcriptions and having a reliable speech recognition product. Ultimately, open source options are expensive to successfully pull off, and building an ASR tool from scratch would add another feature that we would need to constantly support and improve, and spend valuable development cycles on.
The Results
Better Call Insights, Improved Analytics, and Cost Savings
By choosing an end-to-end AI speech platform that can perform under complex, real-life conditions, CTM delivers vastly more accurate transcripts, without customers having to wait. With the help of Deepgram’s accurate and fast transcriptions, CTM customers are able to attain rich data insights and identify speech patterns and gaps to help with agent training purposes.
Deepgram’s value doesn’t stop at accuracy. The CTM team also saw such an increase in cost savings after implementing Deepgram that it was able to trickle savings down to its customer base. “Deepgram is doing for speech what SpaceX did for space travel. With SpaceX creating an arms race to the moon, Deepgram is creating an arms race to voice-enabled experiences,” said Fisher. “Between aggressive pricing structures and increased accuracy, Deepgram is leading the charge in this space today.”
Looking Ahead
Furthering Call Center Innovation Together
As CallTrackingMetrics continues its partnership with Deepgram, the team sees a potential opportunity to incorporate sentiment analysis in the future. “We have already recognized the impact Deepgram has had within the CallTrackingMetrics platform and are excited to partner with them as they continue to evolve the product to incorporate speech understanding.”
