When people call your customer service line, are they always greeted with a smile? It may sound like a funny question—given that the communication isn’t in person—but the customer can hear whether or not the agent on the other end of the line is happy to be on the phone. If the smile is lacking, the call may get off to a bad start, increasing the risk of the customer leaving the interaction less than satisfied. If you’ve got VoIP call recording in place, you’re on the right path to identifying the source of the problem and applying the fix.
A recent Business2Community post highlighted the best ways to mend a fractured customer experience. Given that it can take up to 12 positive interactions to fix one negative encounter, the contact center has a lot to do to fix what went wrong. With VoIP call recording, managers can listen to the interaction to better understand the breakdown. Is the customer annoyed? Is the agent annoyed? Is there no meeting of the minds? Is the agent sticking too closely to the script and failing to get to the heart of the customer’s call?
The data captured through VoIP call recording provides the organization with a valuable resource for making positive changes moving forward. This data can be used to develop a better and more customer-centric experience. Effective marketing strategies often follow this same rule – creating meaningful relationships through brand promises delivered. To do so, you have to use all of the data available to you, whether it’s captured online, offline, during the call or at the point of sale. The goal is a 360-degree view of the customer.
If your agents are interacting with customers using only limited data sources, critical pieces of information are missing. It will lead to a fractured experience for the customer and could create a reason for them to check out the competition. To avoid the customer moving into this stage of the lifecycle, it’s important to capture loyalty based on positive interactions early in the process. VoIP call recording can help, but let’s look at what you need to achieve.
The ultimate goal should be to know the best time and method to initiate a conversation, ask for and act on real-time feedback and build emotional relationships according to personalized messaging that is not only just-in-time, but also relevant to that specific customer. To that end, you must ensure marketing and IT work closely together, gathering, analyzing and acting upon every piece of available information to secure the long-term loyalty of each and every customer.
Edited by Alisen Downey