The quest for retaining old customers and acquiring new ones has historically rested on one major plank – understanding them. Great companies go out of the way to delight their customers but they often forget a key part of this framework – excellent service. Even though companies focus on their products, solutions, and marketing to capture attention and revenue, they often overlook the importance of monitoring and improving the quality of their customer service teams – one of the key touch points between the organization and the customer.
This is where call recording quality monitoring comes into the picture. Even as growing companies consistently invest resources in acquiring and retaining customer service executives, their efforts are incomplete if they are not monitoring the quality of service a customer is receiving.
A study backed by Cisco said that more that call recording and retrieval can improve the first-call resolution rates by more than 12%. As a result, first-call resolution rate improvement also leads to an increase in customer satisfaction levels by about 48%, according to the study.
Through efficient call recording and monitoring systems, companies can effectively evaluate the phone conversations between their employees and the customers to improve positive outcomes. With a recording and monitoring system in place, organizations can take time out to evaluate success areas where the customer teams are doing well and generate insights on the fronts where they aren’t.
This can also result in a more specific evaluation of each agent’s performance and it can help the company set standards for training, best practices as well as quality assessment. The core idea is that introducing measurable insights into the customer service framework improves both top line and bottom line outcomes for the company by driving additional business revenue.
Right now, 62% of companies believe that call recording helps them stay compliant with record retention policies while 64% companies use some form of call recording solution to efficiently respond to compliance audits. This is important because even with the advent of AI based chatbots, 61% of customers prefer phone calls to get help over other mediums.
The CISCO-backed study quoted above also said that because of first-call resolution improvement offered in part by call recording and monitoring, a call center with an average of 20 lakh calls a year can save up to $707,000.
Why do you need Call Recording Quality Monitoring
If you have ever heard of the saying “what can be measured, can be optimized”, you know what’s the idea. In the digital age, running a call center operation without the capability of utilizing technology to monitor and improve the quality of customer services is like shooting in the dark and hoping you hunt a deer. It’s not going to happen.
The secret sauce to a great business is happy customers. However, your efforts as a company to delight your customers will be limited by the extent of your guesswork in the absence of actionable insights from their interactions with your customer service agents. Call recording quality monitoring solves that problem by providing you with a high-quality data-led framework to find out customer pain points, agent under performance as well as technical issues that could be driving potential and existing customers away from your company.
For instance, if a specific customer service team is regularly failing to retain customers, an organization can use call recordings from their interactions to find out if the messaging by agents is too passive for a customer to be enticed to stay with the business. On the other hand, these recordings can also reveal if some specific agents are able to retain the customer’s business by using best practices and the company can use these insights to re-train the people who aren’t performing at their optimum capabilities.
Is anyone else using it?
If you think that you don’t need to bring in call recording quality monitoring for your business because things are going well – think again! Chances are that your major competitors are already using it and gathering intelligence not just on their agent’s performance but also what customers think of other companies (including yours).
The opportunity cost of missing out in treasure trove of data is just too high for a business to ignore. At the same time, it’s naive to think that your customer service is performing at optimal levels when you don’t have any data to back that. By recording conversations and monitoring them for quality, you get visibility into the front-line action at your organization’s call center which can help in decision making that could trigger positive outcomes across the company.
How to get the most out of call recording quality monitoring?
Now that you are thinking about the importance of call recording and quality monitoring to improve the success of your customer service teams, it’s necessary to remember that it’s not a one-time effort but a continuous cycle of virtuous optimization. A few best practices that can help you get the most out of your efforts include:
- The 100% rule: One of the biggest mistakes companies make after deploying call recording systems is that they record only a part of total call volumes and decide randomly which calls to record and review. Companies often choose to record only a limited number of calls and they review only some of those recorded calls.
This not only defeats the purpose of call recording by introducing blind spots but it also makes training more expensive and cumbersome in the absence of specific insights about each executive’s performance.
Remember: An organization must record 100% of its customer calls and analyze all of them through the help of technology to make sure that it has actionable insights, visibility on problem areas, and effective training goals as opposed to providing generic training over and over again.
- Front line effort: Call quality monitoring process can’t just be a top-down process. It requires a front-line effort which means that not only agents should be included in this process but inputs should be actively sought from the best and the worst performing agents to improve the quality of overall monitoring. The agents deal with your customers on a daily basis and they are the ones who are likely to know the best things that work and things that don’t.
These insights can improve the effectiveness of call quality monitoring and the involvement of the workforce is also likely to make them feel more included in the process and receive feedback more positively.
Don’t forget the data: The best and worst thing about data is the sheer quantity of it. Successful organizations use customer call monitoring data to generate a continuous stream of insights for their workforce rather than using it once a quarter to review and then forgetting all about it. It’s important for a business to build dashboards for managers to see these insights in real-time and on-the-go for timely interventions. At the same time, this wealth of data can also be used for prototyping new customer service practices or even as inputs to the product and marketing team to resolve any enduring customer pain points.
Call quality monitoring is the unlocked treasure trove that can propel your business outcomes across verticals. It’s important to start this journey if you haven’t yet but it’s equally important to keep improving the quality of your monitoring effort to make sure that nothing slips through the cracks.
Two out of every three companies feel call recording and quality monitoring is important for them not just to serve customers better but to improve their overall compliance effort as well. Similarly, legal offices use it to record depositions, transport companies use it to record customer transactions and events among numerous other use cases across the gamut of industry verticals.
Provana’s SonicView is a robust and scalable call recording and quality monitoring service to transform your call centers. It comes with features such as automated report delivery, high-quality recordings, sharing capabilities and interoperability with various phone systems. If you’re ready to make the leap to a call recording solution, schedule a consultation today!