Call Center Management Feature Article
August 29, 2013
Using Call Recording to Improve Customer Loyalty in the Call Center
By Tracey E. Schelmetic, TMCnet Contributor
Managing a call center has been likened to juggling. But it’s more than that…it’s like juggling sharp knives that rotate randomly. Call center managers need to keep an eye on key performance indicators and service levels at the same time keeping an eye on customer satisfaction and loyalty, agents, supervisors, equipment, the facility and their own bosses’ doors, lest they be summoned onto the carpet for letting one of the knives fall.
When it comes to keeping an eye on customers, it’s important to know where to look. For many call centers, what’s less critical than looking is listening. Listening to customers is critical, because it yields clues as to their likelihood of either becoming a repeat customer or defecting to a competitor.
“The objective is to identify those customers most likely to become a defection stat, and take steps to return them to the fold,” wrote Monet Software’s Chuck Ciarlo in a recent blog post. When customers perceive that their business is important and appreciated, they are more likely to stick around.”
Call recording is one of the most critical tools in a call center manager’s arsenal when it comes to listening to customers to keep satisfaction high. Ciarlo provides a number of tips when it comes to using call recording to maintain customer retention.
Use program alerts. The moment a customer at risk of churn is identified, perhaps using keyword spotting such as competitor’s names, or unhappy language, make sure that customer’s identity and contact information are communicated quickly to the appropriate party, along with call recordings of previous engagements. This way, the company can deploy retention specialists to handle the situation.
Put a specialist in charge. Speaking of retention specialists, chances are good your contact center has some people who are good at turning around difficult customer situations. Identify them and put them on the front lines of customer retention. Ensure problematic calls are routed to these agents.
Train your agents. Retraining is vital for any agents that are losing more customers than others, says Ciarlo. You can use call recordings, both good and bad, as examples to show how mistakes are made and how they are rectified.
Be prepared. Ciarlo advises contact centers to analyze call recordings to discover the reasons some customers leave, and make sure all agents have effective answers ready when these issues are raised, as well as a script that has answers to frequently asked questions, and focuses on persuading customers to stay.
Build best practices. Successful contact centers can use call recordings to create a library of best-practice calls, as well as a collection of calls where the customer was lost, according to Monet Software. Companies should then use these best practices recordings in all training or coaching sessions.
Edited by Stefania Viscusi