Collector - January 2018 - 15
represented." Those calls are then available
in a queue for our compliance team to do
further analysis to ensure all process steps
for that circumstance have been addressed.
We also monitor for the quality of the
consumer's experience. To that end we
look for the words "painful," "horrible,"
"terrible" and "disappointed" to identify
conversations where there is potentially
great feedback to consider.
Other trend data we look for is the
change in the emotional state. Our system
measures this for both the consumer and
the collector. Of course, the best scenario
we're looking for is one where the consumer
started off the call in a negative state, but
ended the call in a positive state.
One concern we had before implementing
these systems was that increased auditing
and scrutiny may have a negative impact
on collector morale. We found the opposite
to be true. Most of us run really compliant
shops. But because we are gathering more
data, these audits and the feedback we
provide garners more trust. We found
that the collectors are really grateful for
the increased quality and quantity of our
auditing because now they're getting credit
for the vast amount of the very effective, and
very compliant, work that they actually do.
This trusted feedback is nowhere more
evident than in a story about one of our
collectors. Our system can easily create
word clouds. For one of our reps, the
tool showed she said the word "yeah"
3,000 times last month. In coaching her
about other professional ways to show
agreement with a consumer's statement,
she was a bit defensive. However, on her
very next call she went into saying "yeah"
as usual, and then in midsentence said,
"Oh my gosh, I'm saying 'yeah.'" Of course,
that didn't make for a great call with that
consumer, but the enlightenment that
came from it caused a definite positive
behavior change from then on.
Not only can a system like this make
for improved operations and ensure
consistently compliant processes, but it's
also greatly appreciated by clients. Clients
and prospects appreciate that we have these
capabilities. It's also helpful to meet unique
customer needs. One customer desired us
to say "sir" or "m'am" to every consumer.
With one of today's powerful systems, it's
very easy to prove that requirement is being
met on a consistent basis.
In collections there are a lot of fires that
we have to fight to get back to equilibrium
in our business processes. This evolving
technology enables us to fight those raging
fires more and more efficiently. Every
encounter provides an opportunity to grow
and make effective decisions in the future.
In this way, gaining key insights through
speech analytics on 100 percent of our
calls provides consistent opportunities to
improve our business. The system allows
us to create smoke signals for similar fires
that we may encounter in the future. As
our analytical capabilities grow through
voice technologies, we're able to see the
smoke rising before we encounter the heat
of the flames.
G. Scott Purcell is president of Professional
Credit and a member of ACA International's
Board of Directors.