It might be surprising to learn that artificial intelligence (AI) has existed for over 70 years, but it’s only recently that the technology has become so advanced—and so widely available, in nearly everyone’s pocket.
AI is especially promising for marketers as it allows them to do many tasks faster and more strategically than ever before. There are dozens of use cases for how marketers use AI—everything from competitive research and content generation to campaign optimization and marketing automation.
Critically, this new generation of AI includes explosive advancements in the realm of speech recognition and conversation intelligence (CI). CI can expose valuable insights hidden in phone calls, highlight keywords spoken during conversations, identify positive and negative sentiment, create glance-able call summaries—and even automate the process of qualifying and scoring leads.
This goldmine of data was previously only available to marketers who had the time and energy to manually listen to calls themselves (or the funds to invest in a transcription service) but now it’s available to the rest of us who constantly find ourselves strapped for time.
Read on to learn how marketers can use AI to turn calls into their competitive advantage.
1. Tap into calls for qualitative research
AI has revolutionized the way marketers conduct research. With AI-powered research tools, they can process vast amounts of data and identify patterns and insights that would be impossible to uncover manually.
AI monitoring and listening tools, for instance, can process massive amounts of web and voice data to help businesses stay on top of industry trends, monitor their competitors, and identify opportunities for engagement with customers. Reputation monitoring tools can also help businesses track customer sentiment and respond quickly to negative feedback, improving their overall reputation.
Conversation intelligence also provides several research opportunities. It allows marketers to discover what customers really want by automatically analyzing the language customers and prospects use during calls. For instance, a real estate agent might see a spike in mentions of a particular neighborhood. CI also allows marketers to mine customer calls for sentiment and flag calls for quick escalation and routing, such as when a customer requests to speak with a manager.