You Should Know What Happens Before A Customer Call

customer call

Before a customer call, they have used a path your business carefully constructed to get them there, all those digital breadcrumbs have a purpose and can create quick but meaningful conversations. It’s vital to not waste the resources you placed to manifest a potential sale.

Their context matters

The digital context for each visitor is the culmination of their online journey, it includes all their digital interactions up to the point of contact with a company – clicks, searches, Google Ad words, etc.

In this case, contact means the second they call. When that connection is made, it’s vital for the agent on the other side of the call to understand the path taken by this customer to get to them. You can do this by understanding your customer’s digital context.

Today’s caller/browser/internet ninja simply wants an automated, easy experience because that is what they are used to.

Users are just more agile and they expect companies to follow suit especially when the cost is high. Complex purchases require potential customers to heavily research a product’s intricacies. For example, over 95% of automotive buyers do their information gathering online before they visit a brick and mortar dealership.

Taking advantage of all these digital micro-moments leading up to that coveted face to face meeting can create an easy experience both online and offline. What a pleasant surprise that would be for a customer when they find out you’re already an expert on what they want.

Know the acquisition source

Acquisition source is the touchpoint someone comes from when they enter your brand realm, a lead could arrive from organic search, PPC, direct traffic, referral website or a print advertisement and use an array of devices to reach out.

It’s really important to know this information because it can help stakeholders save a lot of money. By measuring multi-channel traffic, it’s easier to know where to invest the most and the least.

It’s not all about the chatbot

Despite the multiple predictions, chatbots are not replacing human agents – yet. They are useful, but more for uncomplicated questions, quick notifications and routing callers to the right agent.

According to a study by PWC, “75% of global customers “want to interact with a real person more as technology improves”.

Before a call, it’s easy to turn off a customer if the chatbot is a dominant factor. Bridging human interaction seamlessly is where a chatbot can be useful but the emphasis [and money] should be on improving the skill set and knowledge of an agent before pumping funds into AI services that step further away from human connection.

Via: PWC, Think with Google.

What Is Call Whisper And Why Do You Need It?

call whisper

Whisper messaging or Call Whisper is a customisable feature found in cloud communication software. Whispers are voice messages played at the beginning of a customer call. It can lay out a quick caller context for the agent so that they are able to immediately address the issue at hand, it can also indicate what kind of device someone is calling from, i.e. mobile or landline. On the caller side, it eliminates the need for a series of repeated questions and frustration.

Why we like it

Using a whisper feature is an intelligent way of keeping connected to callers and is an added method used to measure the impact of campaigns. Whisper messages are connected to call tracking software and can identify the caller, the campaign they arrived from and any other relevant information before speaking to an agent. This helps agents significantly because it can prioritise calls based on this context.

Who it works well for

Any company running a large number of campaigns that need to prove ROI. A good example of this is the marketplace model, proving to marketplace partners that a call came to them due to marketplace advertising can be difficult.

A call whisper can be set up to help prove to partners that the marketplace they are selling through is driving calls to them and creating value.

How does it work?

With Freespee, adding whisper to your setup is as follows:

  1. Start by opening a ticket letting us know that you want to add a whisper. How to create a ticket?
  2. Attach the sound file to this ticket. Please note that the format of the sound file should be 8000hz mono uncompressed WAV 16-bit.
  3. We will also need to know if you want the message to be played for the person calling or the person answering the call.
  4. Finally let us know if you’d like the whisper to be played on all numbers, static and dynamic or if you only want them to be played on selected static numbers. What is a Source?
  5. Send us the ticket. Please note that unless anything else is agreed Freespee will invoice the standard hourly fee for ongoing changes. Estimated work time for administration and implementation of a whisper message is 1 hour.
  6. We will get back to you as soon as the whisper message is added to your account.

These Call Metrics Can Help Contact Centres Reach Their Goals

Call Metrics

Customer expectations are changing as we move into a primarily omnichannel way of doing business. Calls are still a vital line of communication but they are arriving from multiple ports. That’s a lot of data to collect.

Currently, callers only want to wait 15 seconds in IVR (Interactive Voice Response), 20 per cent of these calls are abandoned if kept waiting too long and a whopping 43 per cent prefer talking over chatbots.*

This means in order to succeed, B2C contact centres need to consider collecting more than a few call metrics to create accurate and actionable KPIs.

What are contact centre KPIs?

Contact centre KPIs are the key performance indicators every cloud contact centre should examine closely in order to achieve set goals within different time periods. These differ according to the company and measurements alternate based on the channel. With that in mind, we’ve gathered a few call-based metrics we think are important to pay attention to.

Call length distribution

Call length distribution determines the lengths of calls over the most common intervals. So if a centre is seeing a high number of calls lasting 30 – 60 seconds out of all their calling interactions that day, it’s likely that such a time frame is the most ideal.

Don’t listen to the chatter. Call length IS vital to determining how efficient your service is, the optimal length really depends on your business goals and the type of product being sold, an automotive shopper in the final stage of their consumer journey will want to speak longer than someone just asking about store opening hours.

However, understanding the most common call length within a specific contact centre can greatly restructure the way calls are approached and how to create an effective and rewarding experience for the caller within the perfect amount of time for them.

Call events per visitor device

In a multi-channel environment, this is a good KPI to follow. Call events per visitor device simply indicate how many calls originated from either a desktop or mobile. Knowing the type of device being used predominantly by customers can provide more visibility for marketers when it comes to accurate device targeting.

Call events

This determines answered and missed calls over a set period of time. A low missed call rate is a good KPI to reach for.

A few ways to avoid missing calls is by implementing a system of cascading or routing calls based on context. Every caller has an interaction history behind them. Using key touchpoints within their journey to create a clear picture of intent is a great way to send the call directly to the right people and avoid missed opportunities.

Want to know more about building context?

Via: *Freespee Data.