Call recording has traditionally been a popular tactic for contact centres to detect performance issues, find hidden opportunities, and improve their business. It is estimated that 90.3% of organisations use call recording technology and 4.7% plan on implementing one very soon. Contact centres must clearly establish the link between call recording and CX in order to bring about meaningful business outcomes – and not just leave the audio files lying idle until your next audit.
3 Reason Why Call Recording Influences CX in a Contact Centre
1 – Maintain a standard quality benchmark
Quality assurance in contact centres is among the most common use cases for recording calls. By referring to the recorded clip, you can check if the agent adhered to scripts, if they displayed empathy/listening skills if they asked the right questions, and if they stuck to compliance norms. Random call recordings let you collect a sample set of clips for each agent across the month – giving you visibility into the average performance without occupying too much storage.
2 – Augmenting training with live aids
Pre-recorded clips can function as helpful aids when training agents, demonstrating must-haves, best practices, and things to avoid during calls. Essentially, you are presenting live examples to reinforce the lessons of theoretical knowledge materials, making the message much clearer to your agents. On similar lines, call recordings help to ratify the feedback you give. As the feedback is based entirely on calls and not subjective perception/favouritism, agents will be more likely to embrace the feedback and act on it.
3 – Conveying customer opportunities to other departments
The benefits of call recordings aren’t restricted to the contact centre alone. You can share the clips and the data you extract from them with sales, marketing, customer success, and product development to inform future products, services, and campaigns. In other words, contact centre call recordings act as foundational research to inspire product updates and launches for customer-centric businesses.
All three reasons directly influence the CX you provide.
By adhering to preset CX KPIs, agents are less likely to go wrong when interacting with a customer. Better training allows agents to constantly improve their capabilities, and the third benefit ensures that your products/services are in-sync with customer needs.
Considerations for Using Call Recording to Improve CX
Before you adopt call recording technology, remember two things: compliance and live intervention.
All recordings must comply with laws around consent and data exchange, making sure that agents do not ask for sensitive or personally identifiable information in a manner that it is inadvertently recorded. Both parties must consent to having the call recorded, and the recorded data must be duly deleted following data retention policies.
Also, acting on call recordings implies a retrospective insight – i.e., you aren’t able to obtain and act on the insight in real-time. That is why call monitoring is an important technology alongside call recording. You can listen in on live calls, detect potential issues, step in, and course-correct before the interaction is over.
