Why Call Recording is Key in Preventing Poor Customer Service
Jeremy Payne, International VP Marketing, Enghouse Interactive
Wednesday, June 26, 2019
Other businesses have moved on a step and carried out batch sampling on call records. Often, they might listen in to every 100th phone call…
Historically, businesses have primarily perceived call recording as a regulatory insurance policy. The typical process was that calls were recorded, archived and then accessed whenever a complaint was made. Some organisations still see call recording primarily in this way today.
Other businesses have moved on a step and carried out batch sampling on call records. Often, they might listen in to every 100th phone call for compliance purposes. They might also focus on monitoring new employees to help embed best practice. Alternatively, they might use the batch recordings for training purposes, picking out examples of angry customers, or high-performing agents dealing with customer queries.
Today thanks to the latest AI and analytics, organisations can do much more with call recordings. With solutions like coacher and helper bots emerging, together with technologies like real time speech analytics (RTSA), we are seeing the advent of a new world of call recording. Instead of simply being used reactively for compliance or training, the potential for organisations to use technology working in real-time in conjunction with the customer service representative has raised the bar, making it possible to use these kinds of solutions to drive up customer satisfaction and increase sales.
In particular, this is giving businesses greater insight into their contact centre and customer service operations. They can now listen in to every phone call. They can measure the sentiment of a customer interaction more precisely in real-time. Is the customer getting stressed? Is the agent becoming aggressive? Has the agent failed to make proactive use of the available helper bot to answer the customer’s query?
Answering these questions positively can be key to the success of a business. But it is also important to highlight that call recording today has evolved into much more than just recording a phone call. When listening to call recordings, business managers today also need to know what the agent was looking at on the screen at the time they provided information to the customer for example. Incorrect data on the company’s website could help to exonerate an agent who has made a mistake, and pinpoint a problem that needs to be addressed.
That’s why the ability to capture screen information, helping to put the call in context starts to give supervisors a clearer picture of what is happening within their customer service operation which drives better customer satisfaction, and improves the level of first interaction resolution. All this contextual information can then feed into a continuous improvement loop. Where one interaction is resolved successfully that can then feed the knowledge management and information systems making the whole process more accurate.
Barriers to Roll-out
If you consider what is possible now and the way many organisations are starting to embrace and use these types of technologies, hand in hand with a human agent, the potential to also improve customer service and drive up sales has also increased enormously.
So given all the benefits that they could achieve from this new approach, why isn’t every business moving over to it?
One of the main barriers we are seeing today is cultural. Many organisations follow the ‘if it ain’t broke, why fix it” philosophy. This conservative culture is often reinforced by agents who are uncomfortable with more technology listening in to everything they do; monitoring every action they take, and flagging it up to their managers if they are ‘out of line’.
Unfortunately, whenever new technology is introduced into an organisation, it comes with an associated fear factor. Agents are understandably concerned about what the change might mean to them.
"Today thanks to the latest AI and analytics, organisations can do much more with call recordings. With solutions like coacher and helper bots emerging, together with technologies like real time speech analytics (RTSA), we are seeing the advent of a new world of call recording."Jeremy Payne, International VP Marketing, Enghouse Interactive
Businesses need to do more to listen to these concerns but also educate agents about the potential benefits of the new technology in helping them perform their role. Indeed, smart organisations will work transparently and openly with agents to look at how the technology can be used to make their job better. Humans can, for example, be especially good at empathy and working with customers who might be in a moment of crisis or an emotionally charged situation. So it makes sense for businesses to free up agents to engage with customers in this way, while deploying bot technology in the background to give them the practical information they need to answer the customer queries and follow the best available next step.
Ultimately, it has to be about empowering the agent. Rather than focusing on the mechanics of finding the information the customer is looking for. With the latest call recording technology, the agent can concentrate on the interaction itself, safe in the knowledge that bots are working in the background to provide the information they need to resolve each individual query.
Agents can also can gain from the enhanced training capability on offer. Businesses can use the approach to capture the kinds of phrases or behaviours used by best performing agents or sales staff and build that into the coaching and helping engines to benefit contact centre and customer service staff as a whole.
This kind of ‘hand in glove’ harmony between man and machine is critical in this context. When businesses get it right, it can enhance the agent’s life enormously as well as benefiting the business and the end customer.
In summary, the latest call recording technology can bring significant benefits to organisations but it needs to be introduced in a way that overcomes the cultural fear that some organisations and their staff have about bringing in the latest advanced technologies. Get all that right and businesses stand to improve their compliance position, enhance employee engagement - and drive up customer satisfaction into the bargain.