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WHY CONVERSATIONAL AI IS AN EFFECTIVE LISTENING TOOL

Taryn Plumb@taryn_plumb
April 25, 2022 6:35 AM
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in our on-demand library now! Watch here.

--------------------------------------------------------------------------------



Unstructured data is by its very nature difficult to wrangle.  

But unstructured conversational data? It is one of the hardest sources of data
to manage, said Amy Brown, founder and CEO of business-to-business (B2B)
software-as-a-service (SaaS) startup Authenticx. 

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Harnessing Data & AI to drive action in your organization
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Harnessing Data & AI to drive action in your organization


“AI allows organization of this really messy data source,” Brown said. Still,
she said, “it takes a commitment and a desire to use that data source.”  

Conversational AI, often referred to  as natural language processing (NLP) or
natural language understanding (NLU), helps computers listen to, understand and
extract meaning from human language. These tools are rapidly being adopted
across enterprises as organizations look to improve customer experiences in an
increasingly digital age.  


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According to Allied Market Research, the global conversational AI market was
$5.78 billion in 2020 and is expected to grow to $32.62 billion by 2030 –
representing a compound annual growth rate of 20%.  

“For someone who’s just exploring for the first time conversational intelligence
or conversational AI, I would say that it’s like listening at scale,” said
Brown. “It’s listening to a bidirectional conversation. AI allows us to pull out
at scale big themes that leaders may want to dive deeply into.” 

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A HEALTHY LOOK AT CONVERSATIONAL AI 

Catered to health insurers, health and hospital systems and pharmaceutical
manufacturers, Authenticx’s platform uses conversational AI to aggregate and
analyze customer interactions at scale. This includes performing automated topic
identification and rule-based classification, targeted evaluations, ML
autoscoring and data visualization. Used collectively with real-life call
montages, this helps to build context around conversations, identify big
thematic issues and target strategic planning, Brown said.  

Most interactions with contact centers involve product or service complaints or
compliments, but they also indicate when a customer is “stuck in their journey,”
Brown said. Authenticx has trademarked a term for this: The Eddy Effect. This is
named after the process of eddies – swirls of water – that form around
obstructions in a current. Brown calls it “one of the worst brand experiences
possible.” 

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The goal is to get them unstuck and use the broad range of data beneath to
identify and diagnose problems: Was the issue driven by the claims process? Was
it driven by the scheduling process? What are the underlying processes that are
broken?  

Brown pointed to one Authenticx client that had implemented a new chat function
to streamline customer service and reduce incoming calls. But once it was rolled
out, call volume didn’t decrease. By applying conversational data, Brown
explained, they were able to determine that users got stuck because they simply
couldn’t figure out how to navigate the chat.  

“Listening allows you to diagnose and then to follow whether or not the changes
you’re implementing are actually having the intended effect,” Brown said. “So,
by ongoing listening, you can keep listening and ask, ‘What’s the next thing
that we should be listening for?’”  

Conversational AI also helps companies assess the effectiveness of their contact
center representatives and audit their regulatory compliance.  

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Brown noted that the U.S. healthcare system is the most expensive in the world
yet has the worst outcomes in the world – largely because it has built in this
“maze of complexity” into its administrative aspects.  

“If we listen well enough,” she said, “we can understand how to streamline, how
to create a better experience and how to start to reduce the administrative
costs of our system and hopefully start to drive better outcomes.”  


DON’T THINK OF CONVERSATIONAL AI AS A COST CENTER

Another inherent issue across enterprises is the perception of customer service
contact centers as cost centers. They should instead be considered a sales and
marketing part of the business, Brown said. The conversations being aggregated
are providing insights that could directly inform marketers about how they can
message more effectively or improve their website and other platforms. It also
gives them affirmations about what they’re doing right via positive feedback.  

advertisement


Marketers pay millions of dollars every year for customer surveys and
interviews, when “conversational data has testimonials literally happening every
day,” Brown said. “It’s a marketer’s dream.” 

That’s not to mention that surveys are inherently skewed, she said. They only
tap a fractional amount of a customer base and questions are biased because
they’re asked within a company’s own paradigm. “It’s the concept of unsolicited
feedback that is available at our fingertips, if we only listen to the data that
we already own.”  

A trained social worker, Brown started Authenticx in 2018 after spending 20
years in a range of public and private sector healthcare roles, including public
relations, policy development, quality improvement and insurance operations.   

“I knew there was tons of value within these customer conversations, it was just
really hard to extract and surface,” she said.  


LISTENING IS KNOWLEDGE

The company has assembled a diverse team of social workers, nurses and customer
experience professionals with experience in healthcare. “So, when they’re
listening, they’re listening with knowledge,” Brown said.  

advertisement


An organization with just a “homogenous type of human being” is training its AI
to have bias. “We’re working very hard to have models that are as inclusive and
unbiased as humanly possible,” Brown said. “AI is only as good as the training
data and the training data is trained by human beings.” 

The fast-growing startup expects to raise a series B round by the end of the
year and plans to expand its reach eventually to other healthcare areas
including retail pharmacy and telehealth, care management and long-term care.
But overall, the intent is to stay in healthcare because there is still so much
to do in the space, Brown said.  

“The beauty of conversational intelligence is that you can start to listen from
the perspective of your customer,” she said. “And so, you’re just going to get a
much more authentic version of the truth.” 

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