Similar to Voice of Customer, "Voice of Advisor" (VoA) in conversational analytics refers to the process of capturing and analyzing the insights and perspectives of customer service agents or advisors during customer interactions. It involves tracking and extracting keywords, phrases, and themes that are relevant to the agent's side of the conversation.  

VoA concept focuses on understanding and analyzing the agent's performance, behaviours, and challenges during customer interactions. By gauging the agent side keywords, phrases, and themes, companies can gain valuable insights into agent performance, training needs, and areas for improvement. 

For example, an agent may use keywords or phrases such as "product knowledge," "policy clarification," or "escalation process" during a customer interaction. These keywords can indicate areas where the agent might need additional training or support. Additionally, the analysis can identify recurring topics or issues that agents frequently mention, providing insights into common challenges they face or specific product/service-related concerns. 

By tracking and analyzing the agent side keywords, phrases, and themes, companies can take several actions to enhance agent performance and customer experiences. These actions may include: 

1. Training and Coaching: Identifying knowledge gaps or areas where agents struggle can help in designing targeted training programs and coaching sessions to improve their skills and expertise. 

2. Process Improvements: Analyzing agent side keywords and themes can highlight bottlenecks or inefficiencies in the customer support processes. This information can guide process improvements to streamline operations and reduce agent workload. 

3. Agent Feedback: Understanding agent perspectives and challenges can facilitate open communication and feedback loops between agents and management. This can help create a supportive and collaborative work environment, leading to better agent engagement and performance. 

4. Quality Assurance: Analyzing agent side keywords and phrases can contribute to quality assurance initiatives. It enables supervisors or quality assurance teams to review conversations and provide feedback or guidance to agents for continuous improvement.