Call Recording Featured Article

Call Recording: Not Just for the Call Center

July 20, 2007

 
Call recording has long been a useful tool in the call center industry as managers could use it for training, dispute resolution, record keeping and so much more. Organizations are increasingly discovering the benefits that call recording can provide to divisions outside of the call center.


In our now global economy, companies are working with clients all over the world, relying more and more on telephone communications, in every form, to conduct business. While companies can be very successful through such communications, it can also be at risk for disputes born out of misunderstandings, training weaknesses undetected or poor service deliverables by employees, to name just a few.

The demand for call recording has largely been driven by quality standards either within the company or the industry in which it operates. But, companies are also discovering other benefits that can be had through effective call recording.

Customer interactions with the company can be recorded in order to capture and catalog information about the customer that can be used throughout the organization. Such information is often plugged into customer relationship management (CRM) software in order to customize solutions that can be offered to that specific customer.

The result of such activities is that the customer perceives the company as one that cares about his or her business because it can anticipate his or her needs; the company is able to create a loyal customer; and revenues can be increased through the additional sale.

Companies can also realize the value of call recording in training opportunities. It should be a given that all employees treat customers with a high standard of service, but the reality is that not everyone does. The service may be excellent when the boss is around, but out of earshot, the customer could very well be treated like an imposition.

A review of recorded calls can also help to identify missed opportunities. An employee may be able to deliver exceptional service at all times, but perhaps he or she is missing up-sell and cross-sell opportunities because he or she misses the cues that the customer provides.

Calls are also being recorded more often in companies other than call centers in order to ensure complete compliance with rules and regulations pursuant to a particular industry. This can be tricky given the increased tightening of privacy laws. Organizations can often rely on vendors to provide solutions that adhere to specific industry regulations, but they must also take it upon themselves to know what they need to be compliant as the ultimate responsibility lies with them.

Finally, companies that engage in recoding of all customer interactions can more accurately measure customer perception and satisfaction. When an organization is completely in tune with the customer, the total overall experience creates a satisfied customer who is most often a loyal customer.
 
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.
 
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