2 functionalities that your Contact Center management system should allow you to apply to improve your quality policy.
In a scenario in which guaranteeing excellence in customer service is practically standard, it is necessary to implement a series of “checklists” or quality policies for your Contact Center. For this, it is necessary that your Contact Center management system allows you to:
- Reduce the waiting time your customers spend on the phone line before being attended.
- While improving the quality of the service you offer.
1. Minimize your customer’s waiting time
It is the first feeling of quality the client obtains, and, therefore, the first factor on which you should focus your efforts. To do this, it is necessary to establish a cyclical process:
- Measure the waiting time
- Take actions to minimize waiting time
Measure the waiting time
The waiting time is considered to be the time-lapse from when the customer calls until a person or an automated system – a Callbot – receives and answers their call.
The waiting time can be classified into two phases:
- Voice-overs phase: all the voice-overs that are shown to the client, IVRs that request data such as identity confirmations, etc.
- Agent search phase: the time between the end of the announcements and when an agent is available to answers the call.
Being able to accurately measure these waiting times is essential to propose and carry out actions that seek to improve them, thus generating a better customer experience.
Take actions to minimize the waiting time
Once the waiting time has been identified, it is time to implement actions to minimize them. These are some of our recommendations:
| Minimize the voice-over phase
Are so many and long voice-overs really essential? It is the first question that you need to ask yourself.
Although it is true that some are necessary because we do not have the technology that allows them to be minimized, we suggest that you implement the following recommendations to improve the user experience in this phase:
- Avoid repetitive phrases: For example, if the system already knows that you have called the client other times and the data protection clause has already been shown, do not show it again.
- Optimize management time: The customer could be identified by the telephone number, therefore, do not ask for information that you already know, for example, the zip code, the DNI, etc.
- Adapt your answer: If you already know that there are agents available at that moment, show them the short version of the voice-overs, on the other hand, if there are no agents available at that moment, you can show them the longer versions.
| Minimize the search phase for an agent: Productivity
The obvious solution for this is to hire more agents, but evidently it is not the optimal solution to improve your efficiency. To optimize this phase, it is necessary to have data that allows us to obtain the appropriate information when making decisions:
- Average time of agent conversations by type of queries (not including waiting times).
- Average afterwork time (time that elapses from when the agent finishes one call until the next one starts) by type of queries.
- Abandoned calls classified by customers and by time slot.
- Duration of waiting times for customers who have abandoned the call.
- Ratios of calls answered by agent and compared with the rest of agents.
- Dead time or when there are more agents than calls to attend.
- Agent disconnection times and agent control.
- Downtime per agent, that is, you are not using the system and you are not talking to a customer when there are other people waiting to be served.
| Minimize the search phase for an agent: Automation
Are your agents manually doing tasks that could be automated? If they spend a lot of time doing repetitive tasks that they shouldn’t do (because those tasks haven’t been automated), it will take longer for them to be available to take other calls with higher added value for the customer.
Some automations require the intervention of the IT department, but not all. Your Contact Center management platform should allow you to autonomously:
- Generate response templates: email, WhatsApp, SMS, etc.
- Automatically create and send responses based on customer data (CRM) and available templates.
- Automatically insert data available in the CRM in external applications.
- Make queries to external applications with the data available in the CRM to avoid having to re-enter them.
Do agents do repetitive and simple tasks? A Callbot could do them automatically:
- Manage collections and process payments (by credit card)
- Generates support tickets.
- Check order status.
- Verify personal data.
- Arrange appointments.
- Conduct surveys and forms.
- Request forwarding of documents: invoices, etc.
If you are concerned about the reaction of your customers when interacting with a virtual agent for the first time, there are ways to customize and adjust the attention of the Callbots for a gradual implementation. For example, you can make it activate only if the average waiting time exceeds a certain value and offer the customer the option of being attended by a Callbot if they do not wish to keep waiting.
| Minimize the search phase for an agent: Callback
If you already know that the waiting time is long, ask the customer if they want to remain on hold or if they want to be called back automatically.
With a good CRM for Contact Centers, this process should be automatic and when an agent is available, the system returns the call to the customer and passes it on to the agent. In addition, it should allow you to prioritize the return of this type of calls by different criteria, for example, the amount of debt or type of the client.
2. Ask the client their opinion
While it is important to know the opinion of our clients, you should be cautious, since they probably do not want to spend too much time answering surveys, therefore, it is preferable to ask fewer questions and ensure that they answer all of them.
But now the question is, how many questions are appropriate? From our experience, we can suggest that two questions guarantee a higher response rate.
On the other hand, we must bear in mind that it is very likely that the clients who are most willing to invest their time answering a survey will be those with a negative perception, which would cause a bias in the results if the variables are not modified for these types of clients.
Our recommendation is as follows:
- Use a less intrusive method such as an SMS, a WhatsApp or a telephone survey through a Callbot.
- Ask only one question initially, for example: “Rate the quality of our service from 0 to 10”
- Automatically process the response to the SMS or WhatsApp through your CRM platform, apply Artificial Intelligence and act accordingly.
- If the client gives a bad score, send a more detailed survey or call by phone to ask the reasons to avoid bias in your results.
- Automate that after each call, the system generates an automatic voice-over or sends an SMS, WhatsApp or email to the client to request their assessment, as well as automatically processing their response in the CRM platform.
In addition, your Contact Center management system should also allow:
- Carry out tabulated surveys through an email with a link to a web page.
- Have a Callbot make the call and implement the survey.
- Generate an automated call for a quality control agent to call the customer if the assessment provided is not good.
In this article, we have seen how to make the most of your Contact Center through an analysis of the factors that may be deteriorating the quality of the service you offer.
However, it is not enough to apply these recommendations, to a large extent these optimizations can only exist when you have at your disposal a CRM platform that allows you to perform all these functionalities in an optimal and efficient way.
At Vozitel we offer you (in a single platform) the necessary tools to manage and optimize the capacity and quality of your Contact Center in an easy, efficient and intuitive way. For more information.