Richard Snow's Analyst Perspectives

Aurix Powers New Generation of Speech Analytics

Posted by Richard Snow on Nov 27, 2010 1:21:11 PM

Aurix is not a widely recognized vendor in the speech analytics market even though its technology powers products provided by companies such as CallCopyKnoahSoftNewVoiceMedia and OnviSource. In fact its strategy is to provide the engine that these and other partners use in market-facing speech analytics solutions. Its main product, Aurix speech search SDK, is a search engine that searches through call recordings to find specified words, terms and phrases. It uses advanced phonetic search technology rather than the more common technique of large-vocabulary continuous speech recognition (LVCSR) and thus allows users to avoid setting up a library of the words they want to search for. This approach makes it easier to work with different languages and to pick out slang, jargon, product and place names, and other words not normally found in a dictionary.

Consistent with its strategy, Aurix designed the product to be integrated into others, which makes it easy for partners to develop business-related applications to meet their needs and those of their customers. Aurix SDK is also designed to be highly scalable and to work with large volumes of call recordings. Partners can use it to develop applications that identify calls that contain the target content, categorize these based on rules set up by business users and then graphically show call content, call trends, agent performance and customer sentiment. Some of the partners then package these capabilities to deliver “out of the box” solutions to common business issues such as managing first-call resolution, creating more focused and objective agent quality monitoring, training and coaching, identifying breaches of regulations and improving customer satisfaction.

In a recent development Aurix has more publicly released a product with the intriguing name of gopher-it 1.1. This product steps into the space it typically leaves to partners and provides basic analysis and presentation of call content. Version 1.1 can cope with larger volumes of calls and so is more suitable to analyze recordings from large contact centers. Users can set up the product to search for words or combinations of words, and then the system will extract any recorded call records that contain these words. The findings can be displayed in graphs or other basic presentation techniques. This product can meet the needs I find many companies have for speech analytics to gain insights into the content of calls. Aurix has also announced and brought to market a customer contact analytics solution to help provide ready-made application for those that want to provide the insight to others more easily. Companies requiring more complex analysis and more seamlessly packaged business solutions will still need to look for partner solutions.

My research into customer experience management shows that these are early days in the adoption of speech analytics, which I think is partially due to the newness of the products and some vendors overselling what they have as out on the leading edge. I recommend that companies start small and examine what using speech analytics can do for them. Just as with text and social-media analytics, an evaluation will show what products can do and the benefits they can deliver. As one user recently told me, it will also enable companies to understand “what they don’t know” and how these products can help them find out what they need to know and prepare for real business-focused initiatives. In this respect reviewing the gopher-it product will demonstrate what can be done, and companies that want to progress to more advanced solutions could look at the partners of Aurix. Has your company thought about what speech analytics could do for you?

Let me know your thoughts or come and collaborate with me on Facebook, LinkedIn and Twitter.

Regards,

Richard Snow – VP & Research Director

Topics: Customer Experience Management, Speech Analytics, Voice of the Customer, Call Center Optimization, Customer Relationship Management, Customer Service, Contact Center Analytics, Customer Performance Management (CPM), Voice Analytics

Richard Snow

Written by Richard Snow

Richard leads Ventana Research’s Customer and Contact Center Performance Management research practice, which is dedicated to helping organizations improve the efficiency and effectiveness of managing their customers, throughout their lifetime and across all touch points, including the contact center. He conducts research exploring the people, process, information and technology issues behind customer operations management, contact center management, and customer experience management. He also works with senior business operations and IT managers to ensure that companies get the best performance from today’s highly complex application products. Richard has worked in management and consulting leadership positions in the technology industry including with Price Waterhouse, Sema Group and Valors. In his work, he has been involved with all aspects of delivering highly complex IT solutions to a variety of clients in the telecommunications, financial services and public sectors. Richard has specialized in delivering customer care and billing solutions for telecommunications operators, and several multi-channel contact centers for organizations in both the public and private sectors.