More calls don’t necessarily mean more sales. Especially when your phone lines get tied up by prospects with a low propensity to buy.
Marketing teams’ laser focus on digital channel performance gets in the way of obtaining a holistic view of customers’ path to purchase. All too often marketers overlook offline conversion points like phone calls when optimising their campaigns because they don’t have an efficient way to monitor the channel. They end up relying on limited data sets to make critical decisions, and as a result, the quality of leads coming into the contact centre can be questionable.
Driving low-quality leads into call queues can play havoc with contact centre processes. Average handling times shoot up, conversion rates drop, and sales teams wind up being frustrated when hitting revenue targets becomes an uphill struggle.
By automatically monitoring the outcome of calls and tying them back to specific marketing activities with a tool like Conversation Analytics, you’ll be able to pinpoint where your best leads are coming from. Then, optimise your mix to make sure you’re pulling in prospects who are much more likely to pull the trigger on higher-value purchases. From there, you can sit back and watch your conversion rates soar just like Flight Centre.
Hear the complete story
Monitoring calls is nothing new. Understanding exactly what happens in your contact centre is the first step you need to take if you want to improve the results it generates. But getting a handle on what’s working well and what isn’t is easier said than done.
Time-consuming traditional processes and small sample sizes can make it incredibly challenging for contact centre leaders to extract meaningful insights from their conversations with prospects and customers.
Always-on call monitoring tools can be used to broaden your sample sizes and remove the headaches associated with collating data so you can focus on actioning insights rather than uncovering them.
Automatically monitoring the calls you make, as well as the ones you receive, will help you unlock a comprehensive understanding of what is happening in your contact centre –efficiently, and at scale. Supervisors will have the information they need at their fingertips, and you can greatly reduce the amount of time required to review performance for quality assurance and training.
Getting hold of the intel needed to craft tailored training programmes is challenging. A Call Centre Helper poll found that over two-thirds of contact centres are monitoring six or fewer calls every month for each agent. This simply doesn’t provide enough data to build an accurate picture of specific needs.
With homeworking giving managers and supervisors even less access to the monitoring capabilities they’re used to within a centralised environment, it’s more important than ever to deploy a capable solution that can extract insight for you.
By using tech to monitor every call you make and granularly examine agent performance you’ll be able to highlight individual training needs and isolate the tactics that make your top-performing agents fly high. Feeding that intel into your training programmes will help you plug skill gaps and make sure your teams are in tip-top condition and your contact centre runs like a well-oiled machine.
What condition is your contact centre in?
Before you can improve how efficiently your contact centre operates, you have to understand how it’s currently performing. Take The Great Call Centre Workout to see if you’re:
Running your call centre like a pro!
On the right track but there’s room for improvement
Burning your energy in all the wrong places and could do with some support
Product Marketing Manager Andy has spent years obsessively analysing B2B and B2C digital marketing campaigns and technology. Outside of his family, his main loves are Woking FC, his Xbox and his National Trust membership.