Call Centre Monitoring and Customer Relationship Improvement
The process of call centre monitoring is a way of collecting customer data, analysing interactions between customers and your employees and putting together feedback that helps to improve the entire sales and customer service process.
Depending on the metrics you wish to analyse and improve upon you must decide what type of call monitoring is to take place. You may wish to analyse in a deeper sense the efficiency of your employees, or the speed in which a customer completes a journey from first making a phone call to completing a sale. In order to gain insight and implement change that will have a real impact on your business it is important to start well and gather the data that matters.
The best call centre monitoring services will have that direct impact on customer satisfaction, allowing you to track change and implement a strategy that will increase customer satisfaction levels, improve employee retention and overall improve productivity, effectiveness and company profits.
Call centre monitoring can be used to monitor the effectiveness of both inbound and outbound call centres. How can you use it to improve the performance of your employees?
First, you can study the first call resolution as an indicator of how simple it is for your customers to resolve an issue within a first call to your team. If it is easy to resolve an issue within a first call, your customer is more likely to be happy with your overall service. At worst you should be able to resolve the issue within two calls, after consultation with a manager or specific department.
Another aspect of your call centre that can be monitored is the average response time. If a call has been missed at all it is vital that the customer has a return call as quickly as possible. This metric can also be measured with regards to phone numbers and other contact details being left in either email or on live website contact forms with the intention of a call back at a convenient time.
Your customers will also become intolerant and unhappy with your overall service if they are left to wait on the phone. There should be no excuse for a phone call being terminated before it is answered and the shorter you can make a holding time, the better. Analysing at what points customers give up and end the call when waiting in the queue, and the numbers doing so will help you to understand if you have enough members of staff handling calls and how best to move forward with your customer service process.
There are, of course, countless metrics that you can study and analyse in order to improve the performance levels of your employees, but it is all with the same aim – to improve customer satisfaction levels. With careful analysis and performance appraisals you can continuously raise standards, improve employee retention levels and improve company performance as a whole in terms of sales, profit and customer numbers.