HMRC contact centre uses voice analytics to improve citizen experience

HMRC will deploy the Assisted Customer Conversations (ACC) solution, an AI-driven technology that enables contact centre advisors, managers and quality teams to understand the nature of each customer interaction.

The solution can analyse not only the words themselves, but the way they are communicated to provide greater contextual accuracy. This is tailored to the conversational context specific to the organisation and identifies customer trends, emotions, and behaviours by using word, phrase, sentiment, and emotion spotting.

This will allow HMRC to analyse over 30 million calls per year, helping them to understand more accurately why customers are contacting HMRC and patterns of customer behaviour.

HMRC will also be able to better assess the effectiveness and compliance of their internal processes and how well their colleagues are meeting customer needs and managing conversations. As well as increasing efficiency and productivity, it will help HMRC to deliver better customer service in the future.

ACC, which was developed in partnership with Bury-based CX technology specialist Avoira Limited and uses Xdroid voice analytics software, transcribes every customer call.

The contract is for two years, followed by the option for two further one-year extensions.