The article “How Analytics, Big Data and AI Are Changing Call Centers Forever” discusses how call centers are using speech analysis, natural language processing and predictive analysis in order to improve the quality of a customers call. To me it is intriguing and slightly frightening that something so simple as recording a phone call can determine the overall experience of a call.
When personally calling customer service there is nothing more frustrating than getting an agent who cannot help me with my issue. Many times in the past a customer might have been transferred to two or three different agents after explaining their issue. These quick transfers to the correct agent will not only benefit the customer satisfaction but will also decrease the wait time to contact an agent. The use of natural language processing has been very beneficial to calling centers however it also has its cons. When reflecting on this article the first thing that comes to mind is privacy. More and more we are seeing how the use of Big Data can transform technology and lots of times this comes with a loss of some privacy. Yes, a company is informing you that your call may be recorded but they are not informing you that it will be used to determine your age, gender, and mood all based off of the way you say a sentence. Many may not have any problem with this but I feel that when more and more of the public is informed of how much can be told about them by a simple telephone call they may feel that it is an invasion of their own privacy because they do not want to reveal those things that speech analysis can detect. Improving technology in call centers is a must in order to keep customers satisfied however how much is too much?
Intrigued to see if there have been major issues of calling centers or other companies listening in on a phone call, I came across two examples with Samsung and Mattel. Samsung’s smart TV is capable of recording the voice commands used by consumers and using the data to improve the quality of the TV. When first announced to the public many were upset that this was an invasion of privacy and had to enable a settings feature to turn off the voice recognition. This is something that may have to be an option for calling centers to allow customers to opt out of having their phone call recorded. Mattel ran into a problem when customers found out that a Barbie doll was recording their children’s conversations and sending them back to Mattel. Whether it’s a TV, Barbie doll or your average phone call to customer’s service, you can be recorded. Big Data is evolving everyday and soon consumers will have to realize that one simple recording may be an invasion on privacy but can also change the consumer experience for the future.