Omni-Channel Customer Engagement Article

Legacy Call Recording Puts the Customer Experience at Risk

July 06, 2016

We all know by now that our calls to a contact center may be monitored for “training purposes.” It’s an old model: contact centers record a handful of an agent’s calls, and use them to evaluate the agent’s performance, usually before a review. And while it may be an old model, a significant number of companies are still doing it this way.

It’s a bit of a mystery why this is the case, though. Modern call recording can use technology to mine the calls for valuable business intelligence. So why are so few companies taking advantage of the benefits of twenty-first century call recording?

Once upon a time, 100 percent call recording was onerous: few companies had the kind of data storage that it required. Searching it required human ears, and early “keyword” search processes weren’t that good. Premise-based solutions couldn’t keep up with busy contact centers, and dedicated IT people were required just to handle the call recording solution. That was then. In today’s world, the quality assurance process is much more sophisticated,” according to a recent blog post by Aspect’s (News - Alert) Chris O’Brien.

“It serves as the guiding force behind understanding and meeting your customers’ expectations. That’s a significant shift, considering the weight that most contact center leaders place on customer experience,” wrote O’Brien. “A recent report from Aberdeen (News - Alert) found that 91 percent of those surveyed said that ‘improving customer experience results and consistency’ was a top priority driving workforce optimization initiatives in the contact center.”

So how do you improve the customer experience if you’re not sure what the customer is experiencing? If you’re still doing it “the old way” – recording only a few calls per agent per review period -- you are very probably missing key insights into consumer sentiment and behavior – insights that your customers expect you to have, and that your competitors may already be acting on, according to O’Brien. Thanks to analytics and speech technology, searching all calls for intelligence becomes rather easy (with the right solution).

“Speech analytics technology is the key to automatically translating customer calls into insights,” she wrote. “It can unmask hidden problem areas in your business, reveal customer preferences, and help shape initiatives for operating more efficiently and cost-effectively. A recording solution that does not utilize speech analytics is only performing a fraction of the tasks you should expect a modern solution to perform.”

Today, analytics capabilities make it possible to gain insights from a large volume of data, even for smaller companies. Cloud-based quality monitoring solutions often feature advanced analytics, speech technology and reporting capabilities that can help contact centers make decisions in near real-time to improve the customer experience. They can allow managers to see very quickly where the workforce is doing a good job with critical metrics, and where reinforcements are needed. Once-in-a-while call recording, if it revealed any broader operations intelligence at all, did so only after the fact.

If you’re still working with a legacy quality monitoring solution, you risk missing important opportunities to improve the customer experience and turn around your contact center’s performance. For more information about the benefits of modernizing call recording, see Aspect’s eBook, “How Legacy Recording and Quality Management Technologies Can Put Your Business at Risk.”

Edited by Maurice Nagle
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