Call Center Recording

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Call Center Recording Feature Article

August 09, 2007

Call Centers Can Gain More Value from Call Recording Investment When Positioned Properly

By Susan J. Campbell, TMCnet Contributing Editor


The call center industry has long implemented call recording practices as an effective way to capture information, resolve disputes, improve agent training and even gain a full understanding of the customer’s perception of the service they are receiving.
It is very common for customers calling a contact center to hear a recorded message warning them that the call may be recorded for training purposes. While this is often true and proper training can lead to better contact center agent performance and thus, a better customer experience, customers are not always aware of the indirect benefit.
This is where call and contact centers may be missing an opportunity to improve their perception with their customer base and even potential customers. Instead of conveying to the customer how important the call recording is to the performance of the contact center, the message could instead inform the customer how the recording is a result of the contact center’s efforts to improve the experience for the customer.
Such a move would only be the first step in the process of positioning the practice of call recording as beneficial for the customer. The next step in the process is to allow the customer to experience first hand how they can benefit from the recording of their phone conversation with an agent. This can be done by a follow-up call or other notification that speaks specifically to the issue that generated the contact in the first place.
As a result of this proactive communication from the company, the customer receives the message that not only are these calls important to the level of service that the company can provide, but that it also benefits the customer by ensuring resolution of any problems or issues that arise.
Of course implementing the process necessary to ensure that all calls are not only listened to, but also that follow-up action is completed could be overwhelming for a contact center of any size. However, there are solutions available that can help the center in accomplishing this goal.
Many call recording solutions come with software that can scan and identify areas in customer interactions where follow-up is necessary, either because the customer was frustrated or resolution wasn’t achieved. Any number of elements of the interaction can be identified in the conversation and captured by the call recording application.
As important as the customer experience should be to each and every organization, the contact center is the best place to implement a customer-centric focus and call recording processes can go a long way in improving the experience for the customer. In doing so, not only can the center gain tremendous value from the call recording solution they select, they can also protect their customer base by ensuring that each and every customer enjoys interacting with the company.
Susan J. Campbell is a contributing editor for TMC (News - Alert) and has also written for To see more of her articles, please visit Susan J. Campbell’s columnist page.

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