Listen, analyze, and improve — in order to ensure that your customer base receives the best support, you need to track your calls. And by tracking, we don’t mean knowing whatever happened AFTER the call. What’s more important is, you have a real-time record of ongoing discussions between your callers and recipients. After all, it’s more productive to ACT than to REACT.
Call monitoring is a technology that enables you to keep a live track of the quality of your sales calls. But what is call quality and what does it entail? And how can call tracking help in achieving high-quality calls? Moreover, how is call monitoring beneficial for your call center? We will answer all these questions. So, let’s get started!
Call Monitoring and How it Ensures Call Quality
Call quality is the measurement of how effective and efficient communication between sales representatives and customers is. For an effective call, there are many factors to consider — politeness, professionalism, and the time required to efficiently offer a solution. When the caller finishes the call, s/he should feel content – not dissatisfied or irritated. If a caller receives poor service, s/he is likely to approach your competitor. Even numbers stand proof to this — more than 90% of clients will ditch you and go to your competition if you fail to offer them the required service.
Here is what HubSpot has to say about customer satisfaction and churn rate: “According to SQM Group, only 3% of customers who have a problem solved during the first service interaction are likely to churn. Compare that to the 38% of customers who are likely to churn if the issue isn’t resolved after the first call. The most effective means of customer service is solving a problem quickly, and the first-call resolution rate can tell you exactly how well you are able to do so.”
You might already know about speech recognition software, which can help in tracing calls. But still, most companies use human intervention to track their telephonic conversations. What happens here is, the software takes care of the recording process. But ultimately, the analysis and decision-making steps are executed by data analysts. If your call center invests in agile, light, and comprehensive VOIP software, it will already include features such as call monitoring.
Call monitoring ensures the success of your call center and also serves as a handy quality assurance tool. You have heard of customer satisfaction surveys, right? Well, call tracking does just that — and that too, in real-time! Once you start listening to the call recordings, you can implement the findings to improve the service quality of your call center. You can also include the results in devising novel training programs. Nipping a problem at the roots before it escalates saves you a lot of resources, in terms of money and time.
Well, in order to give you more clarity, let’s outline the multiple benefits of call monitoring, especially for call centers:
The Upsides of Implementing Call Monitoring at Your Call Center
Qualitative and quantitative – call monitoring enables you to arrive at both of these data categories – which are vital for optimizing performance, internal processes, and service quality. Now, if you are still confused on whether to opt for call monitoring services, let’s help you in understanding its multiple benefits.
1. Promotes Quality Assurance
We have already mentioned how call monitoring allows managers to listen to agent-customer telephonic conversations. They can then analyze if an agent is delivering excellent, sub-optimal, or poor customer service. In short, this tool protects the interest of your customers by giving you direct insights.
When call center managers provide timely feedback to agents, their skills will improve and efficiency will multiply. Of course, it is a no-brainer that agents who are experts in customer interactions will provide better customer service. Moreover, with informational coaching sessions, the overall effectiveness of the team increases.
In a case study conducted by CallHippo, one of its clients, SocialPilot, was able to increase its revenues by 9.30%.
2. Helps in Creating Comprehensive Training Modules
Call monitoring enables you to come up with a comprehensive training program for the agents. Practical training is always more result-oriented and when fresh recruits listen to old conversations of their seniors, they can easily learn the required techniques to provide efficient solutions within short time frames.
Even for existing employees, educational training workshops promote an environment of learning and progress. When agents understand that call monitoring is there to help them, they will adapt to the practice in a more welcoming manner.
3. Delivers Feedback for Performance Improvement
Constant call monitoring keeps agents updated about the latest trends in delivering instant, efficient solutions. They can additionally learn how to work on their communication skills or how to sell products and services more effectively. The data gathered after each call is useful in identifying gaps, which can then be used to continually enhance the entire customer experience. Again, good-performing agents are rewarded for their efforts, which leads to better employee satisfaction. Timely feedback and quantitative insights enable the call center to build an all-inclusive cloud call center software solution that can be utilized in the long run.
4. Snoop, Whisper, and Barge-in
Rude as it might sound, a team leader tracking a call or a manager listening (snooping) to a conversation can privately speak (whisper) to the agent without the caller hearing the discussion. This is important when the manager decides that it is necessary to intervene and offer his/her inputs to make the solution more effective.
Call barging is an add-on functionality included in premium VOIP software, which enables managers to directly barge in between calls so that s/he can interact with both the caller and the agent. Sometimes, when an agent is unsure of a solution, this tool is quite vital in making sure that a customer does not leave the conversation dissatisfied.
5. Arrive at Decisions Using Quantitative Metrics
Some of the metrics gathered from call monitoring include first-call resolution and call abandonment rate. First call resolution indicates how effortlessly any customer is able to get a solution for an issue. According to Playvox, “First call resolution is one of the clearest ways to measure call center agent productivity and effectiveness. If a customer has to call back multiple times, is transferred too often, or handed over to a supervisor to get their issues resolved, you need to see how to eliminate this so they can have their issue addressed the first time around.”
Again, the call abandonment rate translates to the waiting time per call. The average time required to get back to a missed call is another measurement of your punctuality. Of course, these are just a few of the metrics offered by call monitoring. But together, the data can ensure that you offer the best service.
The ultimate goal of quality monitoring is to jot down your failed calls and understand the reasons as to why it happened. You can then take the necessary steps to make informed decisions — do you need to include more agent training and coaching initiatives? Do you require to address skill gaps? For all these, you need a sample of client-agent conversations. And the bigger the size of the sample, the more accurate are the derivations.
How to Set Up an Efficient Call Monitoring System?
Now, that you understand the significance of call monitoring, you should also know how to deploy the system correctly in your call center.
First up, hire a team, which is dedicated wholly to keeping track of your calls. You can either gather a team of internal employees, comprising customer service managers and experienced agents. They should be able to thoroughly understand the various aspects of customer service. You may also think of hiring a third-party agency, consisting of trained professionals, who can offer unbiased and comprehensive feedback after analyzing your calls.
Next, have a system of creating scorecards in place. Scorecards maintain records of the factors around which agents will be evaluated. You can include waiting times, call durations, listening abilities, and handling of dissatisfied callers as some of the aspects to measure agent performance.
Of course, you should also take inputs from your agents as to what should be the set performance benchmarks. This will lead to enhanced commitment and increased dedication.
Now, if your call center attends to different categories of client issues, it is better to segregate the call monitoring process. You can have individual metrics for proactive and reactive calls. Since all agents do not handle the same type of calls, it is unfair to measure them through a universal scorecard.
Focus equally on both successful and unsuccessful calls and save prime phone calls as future reference. The latter examples can be used as a guide to train new agents. Finally, take measures to improve the whole process and not only the customer service reps. Sometimes, you might also need to overhaul outdated internal processes.
Last but not least, invest in premium-quality VOIP software that has all the latest features of call monitoring embedded in the system. “With CallHippo’s interactive interface, you can monitor your calls precisely. From the “Activity Feed” section, you can find all your call logs with details like Department, Caller Name, Client Number, Call Status, Date and Time, Total Call Duration, and Total Call Cost.”
“You can directly access all the call recordings and analyze each and every conversation. Analyzing call recordings in a virtual phone system is one of the proven tools for improving customer support. Apart from that, you can filter your call logs by applying various filters like Selecting a Specific User, Call Type – Incoming or Outgoing, Specific Time Period. You can identify the flow of calls by applying such filters. You can also find the total cost of acquisition for a particular customer. You can also download the entire call log.”
Time to get started. Your call monitoring tool is only a click away!