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IBM Unveils ProAct For Call Centres
IBM Unveils ProAct For Call Centres
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| ProAct is a text analytics tool which automates previously manual analysis and evaluation of customer service calls, to provide timely insight to help companies rapidly assess and improve their performance to maximise customer satisfaction.
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Monday, March 17, 2008:
IBM India Research Lab has developed a new business intelligence technology, called ProAct. ProAct helps organisations gain new business insights that can be used to improve customer satisfaction, develop new products and services, and find new business opportunities, which is the aim of IBM's cross-company Information on Demand strategy. The software technology uses math algorithms to extract and deliver business insights hidden within the avalanche of information gathered by companies during customer service calls and other interactions.
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"Call centres are really giant data factories of market research: Every time a phone call, e-mail or text message comes in from a customer, it is automatically stored and in many cases either left sitting on a hard drive or being poured over manually," said Dr Daniel Dias, director, IBM India Research Lab. "Most companies aren't even scratching the surface for what could be a gold mine of information about their products and services."
Designed to help improve call centres, ProAct mines both structured and unstructured data, giving access to information to change the way call centre agents work. ProAct also can help automate a call centre's tasks, enhance call centre agent performance and identify new or expanded sales opportunities.
"Effective use of advanced text analytics, machine learning and natural language processing techniques enabled ProAct to bring forward useful business insights from customer-agent interaction data which helps increase process efficiency and better meet customer needs," said Dr Shantanu Godbole, lead researcher on the project. "ProAct successfully reduced the customer-agent interaction data analysis time from 10 minutes per enquiry to only 30 seconds for the entire record of data."
Based on the Unstructured Information Management Analysis (UIMA) framework, the ProAct technology was initially developed as a service engagement, but now the new algorithms are being packaged in software. ProAct also builds upon other technologies developed by IBM Research to help companies use information as competitive business asset. |
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