Tom Vander Well from SQC touches on the importance of recording calls in your contact centre. He lists agent training, uncovering positive and negative agent performance, and identifying procedural issues as the main drivers of call recording. However, I feel that he misses the standout benefit. Through call recording and after-the-fact analysis, you may discover emerging patterns in customer behaviour. Are your customers frustrated by the time an agent answers their call, due to difficulty with the IVR? What are customers saying about that new product your company just launched? Using call recording on its own, or in combination with a customer satisfaction survey, provides your business with actionable insights to dramatically (and easily) improve your customer service.
Since Prohibition, when recorded phone conversations with a bootlegger were first used in a criminal prosecution, the taped phone call has had a colorful history. Movies and television have made familiar the image of FBI agents hunkered over spinning reels of tape in a van or an empty warehouse loft as they listen in on the calls of shady mobsters. Go to the new Mob Museum in Las Vegas and you’ll get to hear some of the actual calls for yourself.
The recorded conversation is a powerful tool. In our training with clients, our team will often go into a studio and recreate a phone call using voice actors to protects the identify of caller and CSR, but accurately recreate the customer service conversation between the two. These calls are always a fun and effective training tool because they are based on an actual interaction with which CSRs identify. “I took a call just like that,” we hear all the time, “I think that mighta been me!” Because the pertinent identifying information is hidden, the focus can be on what we can learn from the call and how the interaction might have been improved.
Another important way to utilize recordings is as evidence of a particular procedural or systems related issue. Call recording software often includes a video capture of what is happening on the agent’s desktop during the phone call. When trying to make a point about how obtuse or cumbersome a particular system is for agents while they are on the phone call, a recorded example complete with visual can be a powerful piece of evidence for upper management and decision makers. As they sit and uncomfortably witness first hand the CSR struggling through a jungle of screens as they try to maintain conversation and call flow with the customer, it makes a much more persuasive argument than a mere description of the issue.
Of course, the recordings can also be very effective tools to highlight both positive and negative performance. It’s hard for CSRs to defend their poor service behaviors when there is a plethora of recorded evidence with which to coach them. People often think of call recording as merely a tool to catch people doing things wrong, but our team regularly reminds CSRs that the truth of the tape can also catch people doing things right and become hard evidence of an agents exemplary service skills. Many years ago a frustrated manager asked our team to do a special assessment of an agents calls. The manager wanted to fire the agent and was looking for evidence to do so. In this case, the tape revealed that the agent performed well when serving customers on the phone. The truth of the tape helped protect the CSR from being unfairly terminated.
Call recordings are tools. As with all tools, the results lie in the wisdom and abilities of the person or persons wielding them. When misused, call recording can do damage to people and businesses. When used with discernment and expertise, those same recordings can effectively help build a successful business.