BPA Featured Article

Call Recording in the Call Center Can Facilitate Coaching and Training When Done Effectively

By Susan J. Campbell, TMCnet Contributing Editor
January 04, 2007

Call recording is a great tool to use in the call center in that as it enables center managers and supervisors to effectively monitor a conversation between an agent and a customer. This call recording also presents an effective coaching and training tool that can be used to empower agents to be better equipped to perform the tasks involved with their jobs.
Studies completed by ICMI indicate that almost 98 percent of call centers record calls for monitoring purposes. The majority of the call centers surveyed only monitor between four and five calls per month per agent. When an agent is handling roughly 40 calls per day, or 880 calls per month, call center leaders are only recording their calls .0056 percent of the time.
With this level of call recording for coaching and training purposes, call center leaders are likely to miss the mark. Recording an agent’s call will identify whether or not they are properly following a script. However, when only recording such a small percentage, leaders cannot capture an adequate sample of the agent’s call practices.
Effective coaching and training programs are designed to fit the needs of the individual. “One solution fits all” options are available, but focusing on training the center’s top seller on how to upsell a customer, for instance, is a waste of time for both the center and the agent. Coaching and training should be based on individual needs.
Instead, call recording an adequate sample of the agent’s calls will identify areas of strength as well as opportunities for improvements. This provides the call center manager with the opportunity to acknowledge and/or reward the good performance and effectively coach in weaker areas. Without doing so, the agent could be left struggling in an area that has yet to be identified due to lax call recording and monitoring.
Agents can experience intense dissatisfaction when they are not performing to expected levels and are receiving training that isn’t facilitating improvement. Consistent dissatisfaction can lead to employee separation. As call centers continue to battle high attrition rates and the costs associated with constantly hiring and training new employees, employee dissatisfaction is too expensive to ignore. 
Multiple research studies have proven that proper coaching and training programs that are designed as a result of proper call recording and monitoring can create much greater job satisfaction for the agent. When an agent is satisfied in their current position, they are more likely to stay with that company.
Call recording can play a significant role in the success of the call center, as long as it is done often enough to make a difference. People are the most valuable asset that the call center has so it is worth the investment to ensure that they are happy and willing to be productive.
Want to learn more about call centers? Then be sure to check out TMCnet’s Whitepaper Library, which provides a selection of in-depth information on relevant topics affecting the IP Communications industry. The library offers white papers, case studies and other documents which are free to registered users. The papers are authored by industry leaders, who, in turn, receive qualified sales leads from interested parties. Check here for the latest in CRM information.
Susan J. Campbell is a contributing editor for TMC and has also written for eastbiz.com. To see more of her articles, please visit Susan J. Campbell’s columnist page.