The 4 biggest issues call center managers must tackle

The 4 biggest issues call center managers must tackle

Faith Ocampo Published on December 14, 2016

problematic worried business team in meeting

Changes in technology, business strategies, and buyers’ preferences are transforming the customer support landscape.

To cope with this constant flux, call center managers must keep reshaping and reorganizing their processes. To do so, they must update their objectives, acquire new tech tools, and carry out new customer experience strategies.

The question is: Are they heading to the right direction?

tiny human figures standing before compass


Throughout October 2016, web magazine Call Centre Helper and cloud services provider New Voice Media surveyed more than 340 contact center professionals about what happens within their organizations. Their findings revealed four alarming issues that must be addressed immediately.

1. Forty percent (40%) of those surveyed think customer service is a “compulsory expenditure.”

distraught office manager holding piggy bank

This figure is surprising, given that call centers play a unique and crucial role in improving the customer experience. As the frontline team that represents brands to customers, they’re responsible for managing and meeting people’s expectations.

So why do business managers think they’re merely squandering the funds they spend for support delivery?

It could be because they’re failing to leverage the valuable insights they can gain from contact centers, which include consumers’ purchasing habits, recurring complaints, and product expectations. If used correctly, these insights can drive your business strategies and allow you to be more customer-focused.

 

2. Fifty-five percent (55%) of support teams still aim to reduce AHT.

businessman covering mouth

Average handling time or AHT refers to the duration of a customer call. Most support providers aim to reduce this number, and to be fair, there’s good reason behind this. By keeping conversations short, agents can accommodate more calls and, ideally, solve issues more quickly.

But in recent years, more brands started to view the customer experience in a more holistic way. Considering this, we’d think more call centers would shun AHT as a performance metric, since it’s purely quantitative. Basically, just looking at a phone call’s length won’t tell you whether issues were successfully resolved and whether customers had a positive experience.

Unfortunately, majority of support providers (55.4% to be exact) are still monitoring their AHT. Only 28.5% said they’re advising their team against using this metric, while 16.1% aren’t using this measure at all.

 

3. Surprisingly, fewer and fewer call centers are using social media.

finger pushing laptop power button

In fact, since 2014 wherein 2.7% of managers said they’re using social sites for customer service, the number has sunk to a disappointing 1.6% this year. These percentages are both surprising and concerning. After all, more and more consumers are spending time on social platforms like Facebook and Twitter.

Consulting firm Genesys said this may be because brand-customer conversations on social sites typically revolve around marketing-related concerns: promos, discounts, new items, and the like. According to them, customers still prefer traditional channels like the phone and email if they’re to seek assistance from brand reps.

The problem, therefore, lies in task distribution and strategic management. Should managers direct all social media communications to their support team? If not, how should they identify the messages that must be handled by their marketing staff without slowing down the process? And what performance metrics must be used in such a complex setup?

If brands can streamline this area, they can maximize opportunities to improve the customer experience while boosting their online presence.

 

4. Less than 38% of support providers work closely with marketing teams.

employee separated from cowworkers

There are plenty of reasons why many brands are working hard to align their business strategies, including customer support and marketing. Doing so would give their organization a clear direction.

It’s thus concerning that only 37.6% of contact centers are working closely with the marketing department. These support providers don’t see themselves as “part of an organization working for the benefit of the customer.” It also indicates that marketing teams aren’t using consumer insights collected from call centers to shape their strategies.

Furthermore, only 18.1% of businesses combine their marketing and customer service targets. This disconnect hinders brands from creating products and services that capture their clientele’s expectations. Therefore, they’re failing to drive up sales and consumer engagement.

 

Faith is a digital media enthusiast aiming to become an active part of the tech world by sharing her insights. She likes to blog about everything digimarketing, technology, and social media.

Leave a Reply

JOIN US ON FACEBOOK
Open Access BPO
Open Access BPO11 hours ago
#CallCenters must understand their customers' unique communication styles so they can assist them more effectively. Here are 4 typical communication patterns among customers and some tips on how to handle them: https://buff.ly/39w7ybm

----------
Open Access BPO knows your customers. For proactive #CustomerSupport, contact us: OpenAccessBPO.com/get-started

#WeSpeakYourLanguage
#CustomerService
Open Access BPO
Open Access BPO18 hours ago
#CallCenter leaders play a central role in helping campaigns grow. Team leaders especially are responsible for the progress and the quality of service that #CustomerSupport agents provide the brand's customers.

Here are the 5 biggest enemies of great leadership (and a few tips on how to be a good leader): https://buff.ly/3M5iMC0

Find great call center agents and team leaders to manage your brand's growth when you partner with Open Access BPO: OpenAccessBPO.com/get-started

#WeSpeakYourLanguage
Open Access BPO
Open Access BPO1 day ago
Personalized solutions empower brands to provide high-quality support to their customers and their growing needs.
With the help of a capable #CallCenter, you can be sure these areas are being covered: https://buff.ly/3sCjnTS

----------
Build your hyper-customizable #CustomerSupport, #BackOffice, or knowledge-based support program with Open Access BPO: OpenAccessBPO.com/get-started

#WeSpeakYourLanguage
#CustomerSupport
Open Access BPO
Open Access BPO2 days ago
With multilingual support comes multiple business growth opportunities. The best way to get aboard the globalization train is to partner with a multilingual #CallCenter: https://buff.ly/3Mmfkms

----------
Open Access BPO's services support over 30 languages. Contact us today: OpenAccessBPO.com/get-started

#WeSpeakYourLanguage
#MultilingualCallCenter
Open Access BPO
Open Access BPO4 days ago
It’s Data Privacy Awareness Month at Open Access BPO!
For our first Weekend Link Roundup, we’re featuring posts about #DataSecurity and #InformationSecurity best practices: https://buff.ly/3weIWMU

Is Data Safe From Security-Related Outsourcing Issues?
https://buff.ly/38tH5uD

Best Practices to Boost Data Security in Call Centers
https://buff.ly/3sAEsya

Educating Your Customers About Information Security
https://buff.ly/3sAEsya

The Worst Threat to Business Data Security: Employees
https://buff.ly/38lgjF3

Deflecting Insider Threats to Data Security
https://buff.ly/3yC5mt5

How Open Access BPO Future-Proofs Your Offshore Operations
https://buff.ly/3wmGuEx

----------
Learn more about smart, secure, and scalable #outsourcing over at OpenAccessBPO.com

#WeSpeakYourLanguage
#DataPrivacy
Open Access BPO
Open Access BPO4 days ago
Having a branded #CustomerService strategy sets your business apart from others, helping grow your customers base and enhancing #CustomerExperience.

Here's how you can develop a branded customer service strategy: https://buff.ly/3L7FrMz

----------
Outsource #CustomerDelight without losing your #BrandIdentity: OpenAccessBPO.com/get-started

#WeSpeakYourLanguage
#CustomerSupport #branding
Open Access BPO