BI Insights

Speech Analytics: Why The Big Data Source Isn’t Music To Your Competitors’ Ears

8 January, 2016

Speech Analytics: Why The Big Data Source Isn’t Music To Your Competitors’ Ears

If your organization overlooks verbal communication as an analytics source, it’s missing an opportunity for a competitive advantage.

UCLA Professor Albert Mehrabian’s book Silent Messages published in 1971 is about his research on non-verbal communication. Mehrabian concluded that only 7% of prospects’ credibility during the sales process was based upon what they said, but 55% of the meaning of their communications was in their body language and another 38% in the tone and music of their voice.

Since that time, some have disputed those findings, and others tried to clarify them. One thing everyone agrees with is that there is more to verbal communication than what people express at face value.

This is a salient issue in big data, because voice expressions remain as non-traditional data that are in the infancy of analysis. The question is: Are organizations missing out on business value by ignoring voice as an analytics source? Yes.

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