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Marchex Launches Features for AI-Based Call Summaries and Customer Sentiment

By Tracey E. Schelmetic November 13, 2023

Call summaries are one of the most useful ways to understand customer sentiment, customer journeys, and the overall customer experience. Unfortunately, they’re also quite time-consuming and complex to prepare, store and access later for reference. They take up a significant amount of call center agents’ precious bandwidth.

Enter, as you may expect, artificial intelligence.

AI conversation intelligence company Marchex recently announced that it has launched its Call Summary and Sentiment Suite capabilities. Powered by generative AI, these new features analyze and generate summaries of consumer-to-business calls, enabling businesses to immediately identify customers who have had exceptionally good experiences (as well as dissatisfied customers, naturally). The resulting data allows companies to capitalize on positive interactions by advancing sales processes or encouraging positive online behaviors. In addition, the information garnered will allow companies to quickly take action to rectify concerns from dissatisfied customers.

The call summaries can be generated for two purposes. The first, i.e. outcome-focused summaries, provide concise, natural-language descriptions of what occurred during a consumer-to-business call. The second, i.e. agent-focused summaries, provide comprehensive assessments of customer service or sales agent performance during calls for better performance management.

The Sentiment Suite combines structured and unstructured data to provide a holistic view of customer emotions during conversations, including a summary of whether conversations were positive, negative or neutral. Emotion Categories assign specific sentiments such as satisfied, frustrated or confused to callers, enabling tailored response strategies, and the View of Business feature allows emotion grading and call context to infer how the customer perceives your business: positive, negative or neutral.

“We are excited to announce the expansion of our suite of generative AI-driven conversational intelligence capabilities across all of our vertical markets,” said Edwin Miller, CEO, Marchex. “Call Summary and Sentiment Suite features deliver critical insights and enable businesses to make data-driven improvements at the agent level, fostering improved interactions, enhancing customer satisfaction, and strengthening their overall reputation and customer loyalty.”

Edited by Alex Passett
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