Are your customer support personnel providing great customer care? If you’re speaking to the board of directors, the answer is always “Of course!” But if you’re listening to customer feedback or reading social media posts about your organization, you may not be quite so sure. The truth of the matter is that the only way to know what kind of customer experience your agents are offering is to listen to them, and that means recording their calls. Preferably, all of them.
One hundred percent call recording was once simply too expensive and time-consuming for any organization that didn’t need to. Today, thanks to cloud-based solutions, cloud storage of calls and speech technology that can “listen” to calls and search and classify, recording all calls is within easy reach of most organizations looking to improve their quality of customer care. There are a variety of ways you can use call recordings within the context of workforce optimization to improve quality, according to a recent article by Mark Sullivan writing for Business2Community.
“You can use call recording to distinguish whenever clients are receptive to an upsell opportunity, and which tactics your employees use to win over these customers,” he wrote. “You can also use call recording to better identify other factors that deliver positive results, such as types of greetings used with callers, troubleshooting techniques and product knowledge.”
It’s also helpful for agent training: you can collect examples of best practices (for example, overcoming objections or soothing an angry caller) and share them with employees so they can listen and learn. You can also record and categorize calls that deal with product- or service-related issues and share those calls with the marketing department. There are also powerful implications for the sales department, who may not be hearing as much from customers or prospects after they hang up the phone.
“Call recording can help shorten your lead response time by helping you qualify leads more efficiently,” wrote Sullivan. “Think about it: If you record calls, you can listen back on conversations you mark as high quality, identify your hottest leads and take prompt action to move them further down the funnel. You can also determine which sources are driving the best leads for your business to better optimize your marketing strategy.”
A good call monitoring and recording solution, which is often a feature of a broader workforce optimization software suite, allows you to record, classify and identify the calls easily so they can be used at the right times and shared with the right people (all from a centralized dashboard). Many solutions have built-in speech technology, so the system can automatically “find” any calls you want flagged (calls that mention a competitor’s name, for example). It’s a great way to “listen” to your customers, but take the listening further to turn it into actionable intelligence.