The Great Keyword Debate
The power of monitoring call center language is often cited as a key benefit to employing speech analytics software. Speech analytics allows supervisors to monitor keywords and phrases as well as receive insights into the emotional states of the caller or agents. When it comes to monitoring language use, there are a number of concerning keywords that are industry specific. For example, the word “honestly” can turn people off in a sales scenario yet be perfectly acceptable in the context of another vertical. Likewise, the word “attorney” may be a regular occurrence in the finance industry but utterly terrifying for collections. Most words can easily be categorized in this way, but one word in particular commonly appears across all industries and remains a source of debate: Sorry.
The keyword “sorry” poses an issue because of the number of different possible connotations. “Sorry” can be used as an expression of condolences. With this connotation it’s absolutely appropriate for a representative in the healthcare or collections to utter “I’m sorry to hear that.” as an extension of sympathy for a consumer’s position. Many agencies encourage that kind of language as a means to connect better with people in their conversations.
Another common use for “sorry” is as an apology. Customer service representatives may say they are “sorry” in the instance of a service disruption, or a shipment delay. Since “sorry” originated as an acceptable nicety, it can get dismissed in keyword analysis and overlooked as a potential indicator of an issue. Behaviorally, people like to assume everyone can relate to their own experience and so many well-intended supervisors can simply fail to recognize the ways in which the word “sorry” can be damaging.
The Non-Apology Sorry
Psychological studies show that modern western society has cheapened the word “sorry” through excessive and inappropriate use. The word has become a conversational filler, excuse for behavior, and worst of all – a habit. While statistically the unnecessary use of “sorry” is more prevalent with women, it doesn’t change the fact that its wide-spread use has altered the connotation of the word for everyone.
Considering the amplified power of language over a phone call, a “sorry” which comes across as insincere can agitate a caller or escalate an already bad situation. If your phone representatives are using “sorry” to cover up an inability to fulfill a request, then it could be an indicator of a procedural problem, or, at the very least, an opportunity for improvement. Often the word “sorry” can be construed as an admission of fault. In certain scenarios this can be appropriate; in others, it may open the business up to liability.
For these reasons, some call centers adopt a “never apologize” policy. The idea is to encourage representatives to seek out solutions for callers so that apologies aren’t necessary. Businesses who engage in these practices recognize that in certain situations saying “sorry” is more than an admission of guilt and can be a relinquishment of power, making the representative lose control of the call.
If your call center analytics report a high use of the word “sorry”, it may be worth investigation. Fortunately, speech analytics technology can be used to facilitate this. The first step is to determine if the word “sorry” is included in any of your scripts. If so, your analytics system can be programmed to recognize the appropriate phrase so you can isolate it from other instances. The second step is to determine if it’s agent or department specific. If only a select few agents are showing irregular use of the word, then the instances should be addressed on a case-by-case basis. If an entire department is frequently saying they are “sorry”, then it’s likely indicative of a larger issue.
With your speech analytics application you can determine what the acceptable uses are and program them into a phrase search for monitoring. For example, “Sorry to hear that,” “Sorry I have to put you on hold,” or “Sorry can you repeat that” are all reasonable uses. You can also search for risky specifics such as “Sorry I can’t” or “Sorry we don’t” that will reflect incompetence on your brand.
Speech analytics offers a world of opportunities for improving call center processes so you can be certain your representatives are projecting the best for your brand. Though the use of the word “sorry” may remain a topic for debate among call centers, in any vertical, with the proper configurations, your speech analytics system can help you keep a close eye on your call center’s language so you’ll never have to atone for your business’s reputation.