If consumers aren't talking, they're typing or texting. But just as quickly as they speak or text their words, companies capture that data to gather insight from every channel at any time. But if organizations truly want to make the most of today's socially connected landscape, they must hone their analytical capabilities, thereby enabling themselves to assess and respond accordingly to the mounting sentiment. Speech analytics offers many unique insights into real-time brand interactions, but organizations must integrate this voice and text data to bring actionable results to the enterprise.

In the past, speech analytics required contact center agents to record calls for both quality assurance and future training purposes. However, because "speech" has come to encompass both voice and text, now analytics are in place not only to observe and classify voice inflections, but also to explore and understand text sentiment across a variety of platforms, including email and social media. As Shep Hyken, customer service expert and New York Times bestselling author, highlights, today's approach to speech analytics typically observes two areas: technology, and the human element. Brands can easily track the first person to answer, determine the sentiment behind the feedback, and assist when the consumer is in need of help or support, but the human element comes into play when companies begin to recognize patterns and potential areas for improvement, thereby teaching representatives how to better solve certain issues.