While it seems that everyone is monitoring phone calls these days, and it is certainly the norm in the call center industry, the reality is that there are many small to mid-sized companies who have not entered the world of call monitoring. Some companies are unaware that the technology exists and is easily accessible to companies who have just a few people serving customers on the phone. For others, the idea of call monitoring and Quality Assessment (QA) seems a daunting idea. The thought of recording and assessing phone calls brings to mind several uncomfortable questions. Many executives and managers are overwhelmed with the idea of trying to figure out what to do with it and how to figure out how to make it work for them. Others prefer to remain blissfully unaware.
Nevertheless, for a business of any size, there is value in call monitoring. When it’s done well, the recording and assessment of customer interactions provides:
- Valuable Knowledge. Monitoring and analyzing calls between your business and your customers is far more than playing Big Brother and grading the performance of your agents. Within those recorded conversations is a plethora of valuable information. From monitoring calls you find out why your customers are calling, what problems your customers are commonly experiencing with products and services, what customers are saying about your business, and who your customers are. You discover clear opportunities to improve efficiency, productivity, and improving your customer’s experience.
- Accountability. Call monitoring also provides you and your employees with accountability, ensuring that your brand is being consistently communicated and your people are performing to their potential. Monitoring calls and performance allows you to reward those who you know are contributing to your success and address those who are impeding it. Without call monitoring, you’re blind to the hundreds or thousands of “moments of truth” that are impacting your customer’s satisfaction and future purchase intent on a daily basis.
- Tactical Improvement. When our group performs employee satisfaction surveys for our clients, we find employees consistently desiring more communication and feedback from their superiors. The vast majority of employees want to know know how they are doing and how they can improve. Call monitoring provides a company with the means to make that communication and feedback happen. A successful Quality Assessment (QA) process gives employees specific, behavioral goals for improvement, tracks their progress, and gives managers the data they need for productive performance management discussions.
There has never been a greater opportunity for businesses of every shape and size to benefit from the available technology to record, monitor and analyze conversations between your company and your customers. Companies who take advantage of the resulting data and information will find themselves a step ahead of others who continue to trust their gut.