BPA Featured Article

Call Recording Can Help to Improve Call Center Processes

By Susan J. Campbell, TMCnet Contributing Editor
January 18, 2007

Call recording is one of the most powerful tools available to call centers in that it enables center managers to monitor agent performance and identify training opportunities. Another area of opportunity is that of process improvements.
A call center manager that is monitoring whether or not the agent is reading properly from a script may miss proper identification of a problem area if he or she does not also monitor the interaction between the customer and the agent.
Consider the call center agent that is following the script properly and making the necessary product and service offerings where applicable, but continues to miss his or her closing quota. By recording and examining the dynamic between the customer and the agent, the call center manager may be able to identify that the agent isn’t listening effectively to the customer and therefore creating a negative tone to the call.
While such a scenario can identify a training opportunity, further investigation into processes can also identify shortcomings in training and even hiring practices. To gain a better grasp of these opportunities, call center managers should implement call recording among set groups within the call center.
When call recording is done to complete quality monitoring of only individual calls, managers can miss correct identification areas of improvement in the process. The call center agent that is consistently struggling with a particular close may be scheduled for additional training to focus in on closing skills.
However, monitoring several agents using the same script may identify a problem with the script and not the actual agent. An adjustment to the script can fix the problem and avoid training an agent in an area where training is not needed. This will not only save resources, it will also force a necessary change that can in effect improve center-wide efficiency, improve customer service, reduce call backs, and drive revenues and profits as all agents are able to increase their close ratio and sales conversions.
Call recording to allow for effective monitoring of the entire customer interaction will equip the call center with the tools necessary to highlight areas where systems are not performing to expectations or standards and where agents or the center as a whole are failing to deliver the high service levels the customer expects. When systems or applications fail, customers and agents both feel the frustration and dissatisfaction. This dissatisfaction can impact both customer and employee loyalty.
Although it does require a certain level of commitment on the part of the organization, call recording is an effective way to ensure that all systems and processes in place are performing as expected and delivering the results for which they were intended. With so much to gain from monitoring recorded calls, the call center failing to do so effectively is likely missing significant opportunities for overall improvement.
Want to learn more about call centers? Then be sure to check out TMCnet’s White Paper 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 (News - Alert) and has also written for eastbiz.com. To see more of her articles, please visit Susan J. Campbell’s columnist page.