Businesses throughout multiple industries have discovered the benefits that can be realized through proper call recording. The call center industry especially can improve processes, customize agent training and measure customer experiences by recording and monitoring calls.

 

Benchmark studies have shown that nearly 98 percent of call centers monitor calls in some way, but these same studies show that in a majority of centers agents are only monitored through call recording .004 percent of the time, hardly a valid sample. So – what are the detriments to little to no call recording in the call center? Quite a few more than we have space here to discuss, so we will focus on the most obvious.

 

Consider first call center processes. Call center leaders focus considerable time and resources into implementing the proper applications to ensure that agents can process calls quickly and efficiently while also delivering excellent customer service. This is especially true when the agents also engage in up-selling or cross-selling activities.

 

If calls are not recorded, the only measurements that the call center managers can capture are the number of sales and results from customer surveys. The managers cannot identify how to improve sales conversion numbers, the customer’s reaction to a specific script or even the percentage of frustrated customers due to lengthy hold times.

 

Without capturing these things, the center really has no idea how they are performing, beyond sales figures or the customer willing to voice a complaint. The result can be substantial revenue loss from customer churn and an uphill struggle to replace the base with new accounts.

 

Next, consider agent training. Of those 98 percent of call centers that have call recording systems in place, only half share the information gathered from monitoring with the departments in the organization, including the human resources department responsible for training agents.

 

Call centers spend approximately $15,000 to hire and train a new call center agent. Improper training is a primary factor in high agent turnover in the industry. Without call recording to properly monitor the performance of the agent, training cannot be designed specifically for that agent’s strengths and weaknesses and they will not be empowered to perform their jobs. This can not only generate poor customer service, it can also lead to agent dissatisfaction throughout the center and high turnover.

 

Finally, consider the valuable information that can be lost when calls are not recorded. Proper call recording and monitoring not only captures what the agent is saying and doing, it also captures and measures the responses and reactions of customers. Such information can be used to measure satisfaction and identify wants and needs of a specific customer. Companies often pay hundreds of thousands of dollars for such business intelligence, and yet they can capture it for close to nothing with a call recording application.

 

Failing to record calls in the call center can also lead to lost opportunities, unsettled disputes, fines due to non-compliance and so much more. While call recording does require capital resources and time to implement and use, the amount lost as a result of no call recording systems is much higher and the center cannot afford to regard call recording as anything less than a priority for success.

 

 

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.