Call Recording Featured Article

At this point, we are all accustomed to hearing that familiar “In order to ensure quality care service, your call may be recorded,” message at the beginning of almost every telephone transaction. Originally, calls were recorded to help train new employees and resolve any issues concerning misinformation.

Today, one question that this brings to mind is who can benefit from call-recording software? According to a call center professional, “Call recording is a tool that can benefit every department. Each department may have a different perspective or way they contribute toward the customer experience and how they measure progress, but the goal for each department should be the same: to adhere to business values and overall objectives.”

While this is a way of providing a good customer experience, call recording is also a must for marketers. There have been several studies that indicate that calls made to a company, as opposed to website visits, can produce 10 to 15 times more revenue. This, of course, places greater importance on these phone leads.

One of the first things that marketers will find is that call-tracking software is a good way of tracing the original marketing source. This is important, as it will indicate how effective ongoing campaigns are and whether more or less time should be spent on them.

In a recent article in seachenginejournal.com, Zoe-Lee Skelton mentioned that “Listening back on recorded calls might help to highlight pinch-points in the sales process or common questions that keep cropping up.” Understanding a customer’s concerns is important, especially if several have the same concerns.

If these calls are answered by several marketers, the question of whether they are giving the same responses or marking down the same concerns should come into play. By having the calls recorded, later examination can combine similar concerns and create a satisfactory solution, which can then be posted on the company website.

Creating a good customer experience involves many different departments. Each customer support or marketing team has to have a leader, someone who is responsible for ensuring that everything runs smoothly. Call recording is a tool that they can use to identify strengths and root out inconsistencies or weaknesses. In addition, if a call needs to be redirected, it is important to make sure that it reaches the correct department. If not, the customer will not be happy which could lead to a lost sale.

Typically, a company will have several different marketing strategies running at the same time. It would be helpful to know if one strategy is more effective and take advantage of it. By reviewing the best leads from your scored telephone calls, it will be possible to create a pattern of which channels are actually generating high-quality sales calls.

It is important to create the type of customer experience that not only keeps them coming back, but also telling others about your company’s services, thereby gaining new customers. It is not difficult to treat your customers the way that you would like to be treated and in return the sales team will know which leads to follow up on.

Skelton concludes by saying that “Once calls are scored, based upon a company agreed value system, marketers are able to categorize responses based upon the different types of calls, such as sales lead or customer service enquiries. This allows marketers to put all of their efforts into chasing the most valuable leads.” This, after all, is the ultimate goal.