Unlocking Business Intelligence: How Netsertive Transformed Customer Insights with Generative AI
Unlocking Business Intelligence with AI: A Collaboration Between Netsertive and AWS
This post was co-written with Herb Brittner from Netsertive.
In today’s fast-paced digital economy, effective communication with customers is more crucial than ever. Understanding customer interactions in real time can significantly improve a business’s ability to serve clients and drive conversions. To tackle this demand, Netsertive, a leading digital marketing solutions provider for multi-location brands and franchises, has turned to innovative technology. This article delves into how Netsertive integrated a generative AI-powered assistant into their Multi-Location Experience (MLX) platform to gain actionable insights from customer call tracking data.
The Need for Actionable Insights
Netsertive recognized the pressing need to enhance its service offerings by providing deeper insights from customer call data. As franchises focused on improving service and boosting conversion rates, they sought a single, flexible system capable of achieving several vital objectives:
- Understanding Phone Calls: Automatically generate summaries of what was discussed.
- Gauging Customer Feelings: Assess whether callers were happy, upset, or neutral.
- Identifying Important Topics: Extract keywords related to services, questions, problems, and competitor mentions.
- Improving Agent Performance: Provide coaching suggestions to enhance agent effectiveness.
- Tracking Performance Over Time: Generate reports on trends across various locations.
Crucially, this new system needed to integrate seamlessly with the MLX platform, which facilitates national and local marketing campaigns for multifaceted businesses.
A Comprehensive Solution
Netsertive’s Insights Manager product operates as a hub for digital marketing efforts, providing critical metrics and insights. The MLX platform enables precise location-based content management, combined with powerful lead capture capabilities. It pulls data from multiple channels—paid campaigns, organic traffic, and attribution—while seamlessly integrating with CRM systems and call tracking.
To meet their goals, Netsertive explored various solutions and ultimately chose Amazon Bedrock and the Amazon Nova Micro model. This decision was based on Amazon Bedrock’s versatile, API-driven approach, providing a wide selection of large language models (LLMs) that catered to their needs.
The Integration Process
The process for real-time call handling using Amazon Bedrock looks as follows:
- Call Routing: Incoming calls are routed to the Lead API, capturing the live transcript and caller metadata.
- Transcript Analysis: The call transcript is sent to Amazon Bedrock, which uses a standardized prompt for analysis.
- AI Processing: The Amazon Nova Micro model generates structured JSON responses that include sentiment analysis, call summaries, key term identification, overall classification, and coaching suggestions.
- Data Storage: Results are stored in an Amazon Aurora database, ensuring easy access for immediate and future analysis.
Additionally, Netsertive developed an aggregate report schedule to keep stakeholders updated with performance patterns through comprehensive trend analysis.
Remarkable Results
The integration of generative AI has been transformative for Netsertive. The new Call Insights AI feature drastically reduced the time required to transform calls into actionable insights—from hours or days to mere minutes. During a swift evaluation phase of roughly a week, the Netsertive team confirmed that Amazon Bedrock and Nova Micro would be their solution of choice.
The entire development process, including prompt creation, testing, and MLX integration, was completed in about 30 days, marking a quick turnaround to beta launch. The impact has been profound, not just in call volume processing but in understanding customer interactions at a more granular level.
Conclusion
Netsertive’s collaboration with Amazon Web Services showcases the remarkable potential of generative AI to enrich business intelligence and operational efficiency. By harnessing the advanced capabilities of Amazon Bedrock and the speedy performance of the Amazon Nova Micro model, they have created a powerful call intelligence system that extends far beyond simplistic transcription and sentiment analysis.
The success of this initiative underscores the importance of technology in enabling enhanced customer interactions and strategic decision-making. For those interested in fostering innovation through generative AI, resources like Generative AI on AWS can provide valuable insights.
About the Authors
Nicholas Switzer is an AI/ML Specialist Solutions Architect at AWS, focusing on intelligent product development to enhance everyday life.
Jane Ridge is a Senior Solutions Architect at AWS with two decades of experience, dedicated to empowering customers with innovative solutions.
Herb Brittner is the Vice President of Product & Engineering at Netsertive, leading the charge in creating AI-driven digital marketing solutions for franchise brands, with a passion for leveraging data to improve marketing performance.
As we move toward a future driven by technological innovation, this partnership between Netsertive and AWS exemplifies how businesses can leverage AI to unlock new levels of understanding and engagement with their customers.