Call Center Management Feature Article
April 22, 2014
Better Call Center Management When Call Recording Goes Beyond Compliance
By Susan J. Campbell, TMCnet Contributing Editor
Call recording is not new technology and more than just a few call centers in operation today view it as simply something they have to do. While this is true in a number of industries, seeing it as a tool for better call center management is key. Have you considered how much valuable information a customer shares on a live call that may be lost if not recorded?
Business intelligence is just one of the perks associated with call recording that can lend value to your overall processes. Let’s look at why call recording should be used for more than just compliance purposes.
While you hope that calls never have to be accelerated to call center management due to an unhappy customer, things happen that are outside of your control. The customer may have unrealistic expectations, an agent may have promised something they shouldn’t have or your product simply underperformed and you don’t have a process in place to make it right. Whatever the reason, disputes will happen. If you are monitoring your calls, you can dig a little deeper to understand where the dispute started so as to avoid similar problems in the future.
Still a compliance topic, PCI goes a little further than ordinary industry guidelines. Consumers have trust issues when it comes to sharing their information with a call center agent, and rightly so. Too many underhanded practices have been put in place through hacking, criminal agents or simple misuse. PCI standards set the bar a little higher and when call center management makes it a priority to seek this standard, it demonstrates to the customer that you’ve been the effort into protecting his or her information.
Call recording practices put in place will abide by PCI standards in that customer information won’t be captured in the call to ensure consistency in protecting the consumer. Archived calls can be reviewed to demonstrate this guideline is in place and respected in practice.
If your call center environment is not one focused on consistent improvement, you may be missing out on key opportunities. Call recording allows you to review the performance of the script per the customers’ reactions, evaluate the agent’s ability to respond to unexpected requests or comments and measure the impact of the overall process. The numbers gathered from the result of your calls are not enough as it only tells part of the story. Examine each call as a whole to get an accurate picture of performance.
As mentioned earlier, business intelligence is one of the key perks to call recording. Customers share a lot of information during a conversation with your agents. If you’re not capturing this information to use to your advantage, you’re likely trying to get it somewhere else, wasting time and money. Look at what you’re being offered during the call and make use of it.
This list only scratches the surface on the benefits associated with call recording and why call center management should make the investment beyond compliance. If you’re not taking advantage of this technology, now is the time to start.
Edited by Stefania Viscusi