Many types of businesses – such as law offices and real estate agencies – rely on call recording for compliance and legal purposes. However, there are several uses and advantages of recording conversations with customers beyond these legalities. When used efficiently, call recordings can be a powerful tool to gain insight about your customers and your entire organization.
Here are 5 ways call recordings can be put to use in your organization:
1. Training
It is the responsibility of management to ensure employees are properly trained and prepared to handle any situation that may arise over the phone. With a call recording feature, managers have the ability to schedule, sort, and export any or all recordings, which serve as a valuable training tool for new employees to hone the customer service skills of their experienced colleagues. Employees benefit from hearing positive and negative customer interactions so that they learn the proper protocol for any situation.
2. Performance Reviews
Effective performance evaluations should provide employees with constructive criticism and feedback on their interactions with customers. These recordings can also serve as proof that a situation was not handled appropriately, and can be used as collateral for termination. Recordings can also help identify employees who excel in customer communications. At review time, recordings can be filtered by employee and added to their personnel file for easy access. In addition to recorded calls, managers can evaluate average call times, situations resolved, and overall performance from additional data available via their UC solution. All of this information combined will arm management with the information they need to give an accurate employee review.
3. Dispute Resolution
Call recordings can help resolve disputes, a regular occurrence for companies providing sales and service support. Documenting a customer complaint allows for easy access to their history with your product or service, and allows managers to accurately understand a situation that has escalated. Understanding what the customer’s concerns are and being able to revisit the issue at any time reduces the likelihood of it occurring again.
4. Customer Insight
Companies that record their calls have documented insight into how their customers interact. Reviewing calls can provide an overview of customer needs and expectations, as well as their complaints and frequently asked questions. This information can be used to modify employees’ responses and strategize new marketing campaigns to address any pain points customers may have prior to calling in for answers.
5. Positive Content
According to a study by Dimensional Research, 95 percent of respondents who have had a bad experience said they told someone about it, compared to 87 percent who shared a good experience. Fortunately, businesses can prepare for negative reviews by soliciting a lot of good ones. With the customer’s permission, a positive call recording can be translated into marketing or advertising content for campaigns.