What speech analytics is and what a business can learn from the text of its calls
Sado AI team · · 4 min read
In short
Speech analytics means turning call recordings into text and finding what repeats in them: what customers ask most, why they don’t buy, which objection keeps coming up, whether the operator follows the script. You don’t need a big system to start: call transcripts, one question and an hour a week are enough. Tag 50–100 calls by reason, count them and start with the biggest: change one thing. Tell callers the call is recorded and keep recordings for a limited time.
What speech analytics shows
- The most frequent questions: price, address, timing, and so what to add to the website and the script.
- Reasons for lost sales: “too expensive”, “too far”, “I can’t wait”, “I’ll think about it”.
- Objections, and how they were answered.
- Script compliance: the greeting, the required questions, whether a next step was named.
- Advertising and competitors: “I saw you on Instagram”, “it’s cheaper elsewhere”.
- Repeat calls: how many times one customer called about the same issue.
How to start: five steps
- Pick one question. For example: “Why do callers ask the price and then not book?”
- Take the transcripts of 50–100 calls from a week or a month, chosen at random.
- Give each one reason: 5–7 simple categories, the last one “other”.
- Count and find the biggest. For example: of 80 calls, 22 said “too expensive” and 14 “too far”; these numbers are only an example.
- Change one thing (how you explain the price, the offer or the script) and count the same way a month later.
Caller: OK, now I know the price. I’ll think about it.
Sado: Of course. What’s holding you back, the price or the timing?
Caller: It’s a bit pricey. Somewhere else they’ll do it for 300,000.
Sado: I see. Shall our manager call you tomorrow with other options?
The tag for the end of this call: “too expensive”, competitor’s price 300,000 so‘m. Once tags like this are counted, the price problem shows up as a number, not as one conversation. The call and numbers are only an example.
Where to look in the text for each question
| Question | What to look for | What you do next |
|---|---|---|
| What do customers ask? | The first question | Add it to the website and the operator’s facts |
| Why didn’t they buy? | The end of the call | Change the offer or the script |
| Is the advertising working? | Answers to “How did you hear about us?” | Move the ad budget around |
| Is the script followed? | Were the required questions asked | Go over it with the operators |
| Which problem keeps coming back? | Repeat calls from one number | Fix the root cause |
Privacy and data
A call recording is the customer’s personal data. Uzbekistan has a law on personal data. In practice: tell callers the call is recorded, give access to recordings only to the staff who need it, never keep card numbers or diagnoses in the text, and keep recordings for a limited time. If you’re unsure about specific requirements, ask a lawyer.
Speech analytics in Sado’s calls
When a Sado operator answers a call, each conversation is in the portal: recording, full transcript, collected answers, a short summary and the next step. Download the results to Excel to count the reasons. You can also ask Yordamchi, the portal assistant, “What did customers ask about most this week?”: it answers questions about your calls. With the Bitrix24 integration, the call card with recording and transcript goes into the CRM too.
The operator says at the start that the call is recorded (a setting you can switch on or off). Keys are stored encrypted, data is kept for a limited time and you can ask for it to be deleted. How to apply what you find to the operator: improving an AI phone operator. More: AI operator for inbound calls and questions about Sado. Try it live or call 78 778 01 23.
Questions
Do I need separate software for speech analytics?
Not to start: call transcripts and a simple spreadsheet are enough. With many calls, a system that transcribes and stores conversations for you saves the time.
How many calls should I analyse?
To answer one question, 50–100 is often enough. What matters is choosing at random, not only the good or only the bad calls.
Should callers be told the call is recorded?
Saying it openly is the honest way and builds trust. Sado’s operator says so at the start of the call, and the setting can be switched off. For legal requirements, ask a lawyer.