Call Center Management Featured Article
Today's Quality Monitoring Helps Companies Evaluate the Entire Customer Experience
Many contact centers have been using call recording for years – decades even – in order to occasionally sample calls for the purpose of reviewing the work of agents. In the early days, it simply wasn’t possible to record and store all calls, unless you were a very large organization with deep pockets. Today, thanks to cloud-based quality management and recording solutions, even small companies can engage in 100 percent call recording and have their solutions provider store the calls offsite. This has opened up an opportunity for many companies: with all calls recorded, they can be mined for intelligence: best practices, sales trends, customer loyalty indicators, trouble spots and common customer complaints and more.
According to Monet Software CEO Chuck Ciarlo in a recent blog post, it’s analytics combined with call recording that has really turned around quality management as we know it.
“The advent of speech analytics offers the possibility of gaining even more insight from every customer communication,” he wrote. When call recording is combined with speech analytics, the result is a strategy that increases the value and effectiveness of the contact center’s quality management program. Merging call recording with speech analytics can significantly boost lead conversion rates, as well as increase customer retention levels. At the same time, it’s a way to be 100 percent assured that agents are always in compliance with federal and industry regulations.”
No contact center, no matter the size, can spare the manpower to manually listen to each recorded call. With the right analytics solution, however, it’s not necessary. The solution can mine for keywords, voice stress, customers and agents talking over one another, competitors’ names and more. With speech analytics, contact centers are assured of gathering all of the valuable data contained in every incoming call, says Ciarlo. Unfortunately, too many contact centers still aren’t taking advantage of the technology.
“With all the different touch points now available to customers, and with call content changing as a result of these communication options, is it really still enough to just evaluate a handful of randomly-selected calls every month? How many sales opportunities may be missed? How many customer service issues will remain unnoticed?” he wrote.
In a competitive, multichannel customer-focused marketplace, contact centers simply can’t afford to leave the data – and the insight it can provide – generated by their contact center operations on the table. Technology allows companies today to evaluate the entire customer experience in order to improve customer loyalty, reduce costs, raise efficiencies and make the jobs of contact center agents easier and more pleasant.
Edited by Stefania Viscusi