Call center management can be classified into two main categories: organizing day to day activities and monitoring the operations. Mostly, the latter decides how successful a call center can be, though the first is equally important as well.
Looking after the employees, forecasting, and scheduling constitute the core of the call center organization. Whereas employee training, monitoring of customer interactions and generating reports of all the activities to assess the performance of call center come under call center management.
Call centers have started supporting the digital channels these days expanding the scope of operations far and wide.
Call centers increasingly become an important part of small and medium businesses as well.
Successful call center management requires monitoring the metrics related to functioning and performance. To run a call center successfully, one has to follow these 5 best practices.
Let’s examine the top best practices in detail now.
1. Keep an eye on the churn rate
Churn rate indicates the percentage of customers who end the association in a particular period. The more customers are lost the more revenue loss to occur.
For a successful business, high retention is of paramount importance. So, you should aim to achieve a good overall retention rate. Monitoring the churn rate gives an idea about your retention capabilities. Customer support plays a crucial role in the retention and high churn rate as well.
Studies indicate that ensuring higher customer satisfaction with best customer service leads to increased retention.
To ensure you run a successful business, you have to run the customer center effectively.
2. Ensure you track the customer experience regularly
Call centers envisage delivering seamless customer service. These days, call centers are have become completely customer focused.
Customer experience is given top preference by all. Including the medium and small businesses. After every interaction feedback is asked.
Reviews and ratings are also a part of the feedback mechanism. Even the call center employees KPI clear state the customer satisfaction goals to measure the performance. Subjected to falling below a threshold, employees are being shown door. Hence, for small and medium business, it’s time to initiate the practices, where the customer is put ahead.
Of course, taking feedback is a challenge, as most of the customers ignore the feedback requests. As per the studies, the success ratio of feedback requests is slightly above 10%. The feedback requests have to be really creative to be responsive.
You got continuously watch for the customer experience to run your call center successful.
3. Work on your average queue time
Average queue time directly influences customer satisfaction. The longer a customer has to wait in an automated voice response to get to speak to an executive the lesser the customer satisfaction will be.
Likewise, lesser wait time not only improves customer satisfaction but also boosts the brand image in the eyes of the customer.
A study by Microsoft found out that the most popular customer service channel is the phone call compared to email, live-chat, chat-bot, text message and all others.
The problem here is the automated IVR would take time to connect to the live person. Most often, this time leads to frustration as well. So, effective call center management requires to keep a tab on the wait-time and continuously strive to reduce that.
You should always have near direct channel when a customer calls on the urgent requirement or need assistance immediately.
Live-chats or call-diversion to self-service, etc., should be made available if wait-time is more than 3 minutes.
Reducing the wait-time should be a priority to run a call center successful.
4. Invest in Analytics
For any improvement, the only source is understanding the status or position accurately. For a call center, there can’t be a better source than detailed analytics to understand the performance.
Hence, a good investment in the right analytics is compulsory. Calculating the average wait time when multiple agents at work is not easy. Likewise, customer happiness also not easy to monitor.
Most of the call center managers looking for advanced analytics to get accurate insights into the improvement of the customer experience.
In fact, predictive analytics is the new thing where you can draw a picture with the data of the past to predict what may happen in the future. Advanced data analytics plays a key role in running the call center successfully.
5. Group customers into segments
Getting to the bottom of the churning metrics is important. Mere churning rate alone doesn’t show a clear picture.
Whether the customers are moving on the ladder to become loyal or not or not needs to be measured too. Likewise, the likelihood of churning also needs to be constantly monitored.
Other important aspect needs due consideration include the profitability of loyalty. A customer who’s not causing any profit, but loyal adds nothing to net value, hence, such accounts to needs to be closely monitored.
It is widely assumed that digital customers are most profitable as their cost-to-serve is less. But, studies are suggesting that this actually leading to over-investment in the medium at the cost of the other, leading to loss of revenue.
One should use data analytics to identify the most profitable customers. Decide on the value of customer service to the analysis based on the nature of your business.
Customer loyalty software also helps to classify and organize profitable customers into different segments.
Adopt these 5 best practices in your call center management, you will see a definitive improvement in business growth.