Hearing aids are not something that should be bought at random without prior diagnosis and consultation. That’s why Betterton Hearing Center always has a lot of communication with potential clients and their relatives. To ensure high-quality customer service, the company uses Ringostat artificial intelligence. And although Betterton was initially skeptical about the digital assistant, the center now spends three times less time monitoring calls.
About the project and the reason for contacting Ringostat
The network of ENT and Hearing Centers Betterton has been operating in the market since 2010. The company:
- provides a full range of ENT services without serious surgical interventions;
- performs minimally invasive surgery;
- performs in-depth diagnostics;
- provides services for complete hearing diagnostics, ENT examination, and medical history to select hearing solutions.
To help a person hear well, a doctor must conduct an in-depth diagnosis, select hearing solutions, and adjust them. To do this, it is necessary to understand the individual characteristics of the hearing impairment, the patient’s lifestyle, and activity level. This requires a detailed consultation and a visit to the center, so the client’s journey usually begins with a call to Betterton to make preliminary arrangements. Both relatives of people who are hard of hearing and patients themselves, whose hearing allows them to call and communicate, call the center.
Given the large number of calls, Betterton had to solve several problems simultaneously.
- Implement a solution showing what kind of advertising led to each customer call. This would help to understand which channels and campaigns are worth investing in and which are not.
- Fully control call processing. The center receives more than hundreds of calls weekly, and analyzing such many requests is difficult. Nevertheless, control must take place otherwise the company risks not noticing administrators’ mistakes and losing customers.
- Improve the quality of service. Betterton has to compete with stores that offer cheaper but lower-quality devices. However, patients can harm themselves by using them because they are designed without taking into account the specific needs of the client. Therefore, administrators must communicate to clients the benefits of a comprehensive approach and the purchase of high-quality devices. To do this, Betterton has to improve its conversation scripts constantly.
All these tasks led the center to turn to Ringostat, connecting call tracking and AI language analytics.
How Ringostat’s AI language analytics helps improve call handling
We can analyze a larger number of calls and promptly respond to cases that require improvement. We’ve been using AI for about a month, and even during this time, we’ve collected enough data to improve our work.”
First, let’s briefly describe how artificial intelligence works. AI analyzes each conversation and captures the main points from it. Information about this is displayed in a special report, as shown in the screenshot below, or in more detail in the call card. When viewing the information in the report, you can hover over the desired line, and the analysis result will appear:
Now, let’s move on to a more detailed description of the information collected by Ringostat’s AI language analytics.
Transcription and summary of the conversation
Artificial intelligence automatically transcribes each conversation into text. Therefore, you can quickly read the dialog’s content in the Ringostat’s card. To do this, just click on the date and time of the conversation in the Ringostat report. If you click on any phrase in the transcription, the audio recording will start at the exact moment where this phrase is heard. Text transcription allows to quickly understand what was discussed without listening to the call.
However, there’s no need to read the entire transcript because Ringostat automatically captures the gist of each conversation. From it, you can find out what product or service the customer was interested in and what they ended up doing. For example, a manager can review all call records at the end of the day and understand how many people are ready to order.
Score for each stage of the dialog and employee’s mistakes
Any conversation between a potential client and Betterton consists of several stages.
- Opening — when the administrator greets the client and announces the name of the center and his or her name.
- Anamnesis — the employee learns about the client’s needs, age, diagnosis, previous experience with devices, etc.
- Presentation — the administrator presents the benefits of Betterton devices and talks about the importance of individual selection, in-depth diagnostics, etc.
- Closing — the employee needs to discuss the final arrangements with the client, make an appointment if they agree, ask if they have any questions, etc.
A score is assigned for each stage depending on whether the administrator has taken all the necessary steps. The errors are described in more detail, as shown below. Based on the AI analysis, Betterton’s training manager updates the scripts and adjusts the training system.
What was good about the conversation
However, AI not only points out flaws but also highlights positive moments that occurred during the conversation. Betterton also uses this to improve scripts further. For example, if an administrator successfully responds to a customer’s remarks and the customer eventually makes an appointment, this response option can be added to the conversation script.
The mood of the conversation and interlocutors
Artificial intelligence also understands the mood of the customers and the administrators during the conversation. This data is recorded in a separate block of the call card. The manager can also see them in the columns of the AI report and, for example, filter only dialogs with a specific mood. Betterton considers this feature extremely useful.
General assessment of the dialog and whether it is worth paying attention to
This data allows to minimize the time for control. After all, management immediately understands which dialogues to pay attention to, depending on the score. AI also provides a concise transcript that can be used to improve the conversation. Thanks to this, Betterton can improve the quality of service:
Betterton uses one of the artificial intelligence settings. You can choose which parameters will be used to analyze conversations. You can also create several profiles to analyze different departments according to different criteria. Read more in the article “Ringostat expands customization for AI-powered conversation intelligence.”
What Ringostat reports does Betterton work with
To control call processing
In addition to the AI report, Betterton regularly checks other samples available in the personal account by default. First, this is the call log, which includes all calls made and received by administrators. In this report, you can see customer numbers, waiting time and conversation duration, call status, listen to the audio recording of the call, etc.
Callback statistics — that is, data on requests through the callback form. This widget provides quick communication with Betterton. For example, if a website visitor does not find the necessary information and wants to get a consultation. Also, callback allows quickly making an appointment without waiting for the administrator to pick up the phone.
Betterton pays special attention to the report on missed unprocessed calls. It shows only those customer requests to which administrators did not have time to respond. When an employee calls a potential patient back, the call record disappears from the report. So, the company wants to ensure that this selection is always empty and that all customers receive a response.
The hearing center also focuses on the distribution of calls by day of the week and by hour. This helps to distribute the workload between administrators. They consider which hours are peak and which periods require special attention.
To analyze the effectiveness of advertising
The marketer’s report allows Betterton to focus exclusively on promotion indicators. Here you can see how:
- many leads there were in a particular period;
- leads are distributed across advertising channels;
- traffic from different channels is converted into calls and messages.
Thanks to this, the hearing center can notice in time if something goes wrong and make adjustments to the marketing strategy:
Betterton also analyzes a report on the effectiveness of advertising campaigns.
It helps to understand whether the launched advertising generates leads, and, if necessary, make adjustments to campaigns and compile complete statistics. The report on calls from contextual advertising serves a similar purpose. In this report, specialists see only calls generated by paid promotion channels. Thus, preliminary conclusions can be drawn about how effective advertising is. You can also see if there is a problem with it — if there are few or no calls from campaigns.
Results of cooperation: feedback from Betterton
“When choosing a solution, we were looking for connection quality, speed, prompt support — and, of course, all this at a reasonable cost. It turned out that Ringostat meets all these points. Thus, we found a quality product and a reliable partner with whom we plan to cooperate for a long time. Ringostat provides cool products, and artificial intelligence has saved us at least three times the time for monitoring.
We regularly analyze AI data to determine what went well and what can be improved. Based on this data, we updated the administrator training system. This greatly improves the professionalism of our team and the quality of our services. It also helps to train new employees, as they can see how to communicate with patients on specific issues by example.”
