5 Reasons You Should be Using Call-Backs in the Contact Center
Contact center call-backs can bring big benefits to businesses and customers alike. Rather than forcing customers to wait in queue, simply offer a call-back service. Call-backs can lead to lower abandonment rate, shorter handling times, and higher first contact resolution. They can also improve customer satisfaction and staff morale.
Cloud contact center solutions provide call-back technology that’s not reliant on expensive hardware and equipment, making it easier for businesses to tap into the numerous benefits without the headache and cost.
1. Improved First Contact Resolution
A key contact center metric, first contact resolution (FCR) is critical for measuring both efficiency and customer satisfaction. If inquiries can be resolved with just one call/contact, it’s clearly more efficient in terms of agent time. It's also likely to mean higher caller satisfaction since multiple contacts are extremely frustrating for customers. Solve their issue and they don’t need to keep calling you! And reduced inbound call volumes overall free up additional resources.
2. Reduced Abandon Rate
We all have busy lives and no one wants to wait on hold. Call queuing is even worse when we have no idea of wait times or position. Long wait times result in increased abandoned calls, which in turn leads to higher repeat calling and lower FCR. All of this is obviously not great customer service.
One possible solution is to increase capacity and add additional agents. But of course this has a major impact on staffing costs. Plus, if your business has seasonal peaks or volume fluctuations, you’d end up with excess agent capacity at certain times. You can remedy that issue with call blending, but call-backs provide another option.
Simply have a message that explains to the caller you're experiencing high call volumes. Apologize and offer a call-back so they don't need to remain on hold. Make sure the customer keeps their place in the queue, or offer the choice of a call either from the next available agent or at a different time later on that would be more convenient.
3. Happier Agents and Customers
Removing the frustration of hold times by allowing callers to opt for a call-back inevitably means fewer irate customers and more customers who are generally friendlier and less confrontational. In turn, agents are happier and less stressed as they have fewer problem calls to deal with in their working day. This has a positive impact on staff morale and efficiency. And there's even evidence to suggest that having happier callers leads to a shorter average handling time, which again improves customer satisfaction and productivity alike.
4. Better Brand Reputation
It's no longer possible to get away with bad customer service and brand loyalty is decidedly harder to earn these days. Instant access to the internet in our pockets has given consumers greater choice and the rise of social media has given customers a louder voice and a platform to vent their frustrations.
In this very public domain, complaints can have a lasting impact on brand reputation. Quite simply, people do not like waiting on hold. Our own research on average hold time trends shows that 82% of people expect calls to be answered in less than 15 minutes and 62% in less than 5 minutes.
Being left on hold is a major gripe and one of the main issues that people typically have with contact centers. Unsurprisingly, it is also one of the most common complaints on social media.
5. Increased Conversion Rate and More Sales
It's also worth considering integrating a call-back feature into your company website. This can be particularly beneficial for online retailers but can also be useful for lead generation too. Web call-back means that customers can submit an online form from your website requesting a call-back. Through a live xml feed this is then pulled through into your system and placed at the top of the calling list, ensuring higher e-commerce conversion rates and reducing abandoned shopping carts.
Our own research has shown that 46% of consumers have moved to a competitor as a direct result of poor customer service. And over 78% of customers stated that a short hold time when calling would make them likely or very likely to do business with a company again.
With so many benefits to using call-back technology it's hard to see why businesses wouldn't want to tap into this.
For a look at more trends impacting the customer experience and contact centers, be sure to read our most recent research report, The State of Customer Experience 2017.
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