Campaigns can’t run themselves. Over 14 years, we’ve experienced the good, the bad, and the ugly, internally and with partner call centers. Our experience has proven that it takes Data, Knowledge, and Wisdom to run a truly successful campaign. Below, we have broken down these three key components necessary for a successful campaign in relation to call center services.
Data: the metrics and analytics involved in every campaign. Use data to gauge your campaign’s effectiveness through key performance indicators (KPIs) and to ensure consistent top-level call center performance.
Hourly, daily, weekly reports and real-time metrics are vital in effectively managing your campaigns. Call centers must observe and analyze every nook and cranny of your campaigns and from a multitude of angles. Data from reports and real-time analytics ensure your KPIs are being met. Surpassing KPIs means campaigns are being effectively managed by the call center and revenue is being generated for the campaigns. Key KPIs to watch include:
When do calls abandon? How many and at what hold duration are calls abandoned? Do your customers call back? Do these abandoned calls result in a chargeback?
Average Speed of Answer
Eighty percent of your calls must be answered within thirty seconds or less.
Average Talk Time
Are your calls too long or noticeably too short? Sometimes long calls can indicate high save-rates, a lack of script adherence, or a lack of customer control.
Gross and NET call counts
This is where call centers can “fluff” their numbers. Define these metrics and their meaning before launch.
View these as a whole, or by each type of retention offer, to find out what is the most effective. This tells you how to maximize retention and increase ROI.
Make sure your center is capturing the initial reason why the customer is calling as well as the ending disposition and call result. By capturing both disposition, you have insight into call trends, thus knowing if customers are calling due to fulfillment issues, fraud, etc.
In order to achieve consistently at the call center level, the center must be watching stats in real time – not daily or weekly – in order to correct a problem before or as it’s happening, not after. Don’t look back trying to solve issues days or weeks after they first occur, as it wastes time, resources and money. Exact planning and real-time metrics are the only ways to prevent poor performance.
Strategic use of data creates higher return on investment for your campaigns, through high-quality, efficient call center performance, which increases customer satisfaction and, therefore, brand loyalty.
Knowledge is having an understanding of the data points and what they mean for your campaign, like reading a map to get from one point to another. The roads, elevation markers, and obstacles such as rivers and lakes are all data. Knowledge enables decision making, getting you to your destination efficiently while avoiding obstacles that eat money and resources.
For example, if the data shows an influx in abandons for a particular campaign, knowledge is knowing why it’s happening. Your contact center should be immediately adding more staff and swiftly controlling the issue. If this is not happening, then your center is not using good call center management principals and scheduling to meet your campaign needs and service your customers efficiently and effectively.
If save rates are down, look at the talk time. If talk time is also low, investigate and insure agents are following the entire process. This is where quality assurance comes into play.
Quality assurance is a great tool for knowledge. Quality assurance monitoring finds anomalies and identifies additional occurring trends previously unnoticed in data analysis and reporting. Call trends provide key information. They identify issues arising outside of the call center world, i.e. delayed shipments, fraudulent charges, product insufficiencies, and the like.
Actively listening to calls and following along with the scripts and procedures as the call progresses provides insight and understanding to where the agents are underperforming or excelling. Additionally, it identifies where customers are buying and/or customer satisfaction is met. It also identifies where customers are threatening to call their banks, drop off, or have negative feelings towards the brand. This knowledge improves call center performance allowing excellent service maintenance, while also increasing ROI through quality service and the creation of happy customers.
Using technology and data gathering, the call center has the knowledge to ensure its agents are performing to the best of their ability, at all times, and giving customers a superior experience every time.
It is important to continually compile best-in-industry practices and KPIs allowing you to see what works and what doesn’t in call center performance. Knowledge is power, and the correct knowledge applies the best strategies for success by interpreting the collected data.
Data plus knowledge equals wisdom. As in the map analogy, wisdom is planning your route, assessing the obstacles, speed, directions, and realizing it’s faster to fly!
Your call center needs to know what the data says, have the knowledge to understand why it is what it is, but also have the wisdom to take the best strategic actions going forward. Ask yourself: does my call center have the years of experience in multiple industries to provide wisdom and help me achieve the best outcome? Your call center’s wisdom should be defined by its ability to be proactive, insightful, and offer spot-on action and advice.
One sage piece of wisdom is to offer your customers multiple channels of communication from which to choose, including phone, email, chat, and social media. Multiple open lines of communication with your customers allows for a strong relationship to be formed, which increases brand loyalty and customer satisfaction. You need to be fully engaged with you customers and offer omni-channel support. If your customers can’t reach you when they want and how they want, customer satisfaction decrease, while returns, refunds, and chargebacks increase.
Another proven tactic is setting alerts for call dispositions. By doing so, you see red flags and are notified immediately of any dispositions that surpass a set threshold.
Also, maintaining open communications between all vendors ensures that efficiencies are met, thus achieving a steady course to success. If the call center notices an influx of delayed shipments calls, it must notify the client and fulfillment vendor in order to remedy the problem.
Having the data, knowing exactly what it means, and implementing strategic actions to move forward makes your call center successful and, ultimately, the campaigns it services successful.