05 December 2014

5 Ways Call Measurement Is Your Business’s Swiss Army Knife

Spoon. Knife. Fork.
Spoon. Knife. Fork.
Spoon. Knife. Fork.

For cutler Karl Elsener, the redundancy of creating these everyday tools was a way of life until 1884. That year, Eisner’s cutlery workshop offered a new solution—a revolutionary idea for a compact and sturdy knife that could offer many functions combined in a single tool—and the Swiss Army Knife was born. More than a century later, Eisner’s ubiquitous tool is still the gold standard in utility knives—all because he pioneered a solution for solving multiple problems with a single application.

The Swiss Army knife model is one businesses can and should learn from. After all, many of us use several incompatible or redundant tools when there’s a single solution that could assist with all of them. Take call measurement, for example. Many people hear the words “call measurement” and think marketing. They are right—call measurement gives you valuable, measurable insight into your marketing and advertising tactics. But the potential doesn’t end there! In fact, if you’re spending your call measurement dollars on only one solution, you’re probably not maximizing its potential.

Here are five ways your business can use call measurement tools for more than just marketing.

1. The Cold, Hard Facts

Gaining insight into what’s really being said on the phone—from your customers and your employees alike—is equally as important as knowing where the calls are coming from. There are two distinct parts of call-driven ads: first, getting the caller to dial the number (that’s where your marketing and advertising focus shines), and second, getting the caller’s trust and making the sale once you have them on the phone.

While focusing on marketing does answer the first question, call recording gives you an unbiased, complete look at the second. You not only know what the situation sounded like (awareness), but you’re able to correct and train as necessary to make sure one or all of your employees don’t make the same costly mistakes.

2. A Second Chance

Call evaluation tools like Callsurance take the information gathered from call recording and ramp it up to help you identify booking percentages and missed opportunities at a CSR level. Immediate feedback is available so you can address the missed opportunity two ways:

  • You can fix the problem from an employee standpoint by offering training in near-real time for the agent who took the call.
  • You can also address the missed opportunity from a revenue standpoint by attempting to call that potential customer back and try to win their business before that customer calls one of your competitors.

3. A Real Assessment Of Quality Assurance

Quality assurance report cards are the swiss army knife blade in a drawer full of popsicle sticks. Which would you choose to do the job efficiently and finish it well? Here’s what I mean: most “secret shoppers” aren’t a secret at all to your employees, so the results are junk.

Report cards, however, aren’t the average (useless) secret shopper. By listening to actual calls that come into your business and grading them based on a yes/no questionnaire template you design, our team gets to the marrow of what’s really going on in your shop. Report cards are based on customers who are actually interacting with your sales team and CSRs, not just someone pretending to want your services. They let you identify multiple trends throughout the call flow that are either excelling or need attention from a training perspective, ultimately allowing you to better your staff and improve your company’s reputation by protecting the customer experience on the phone.

4. Staffing Efficiency

Callcap call trend reporting gives you data that shows your peak call times, which you can use to make sure your staffing schedule is as efficient as possible. Default reporting includes the busiest days of the week as well as the busiest hours of the day, but you can take it a step further with custom reporting that includes information like the busiest weeks of the month and even the busiest months of the year—anything you need to break down the data to make sure you’re fitting the goals of your business are available and customizable.

With the results from your reports, you can base staffing not only on daily or weekly trends, but seasonal and yearly upticks as well. This way, you know when you need to start and stop hiring. Call tracking plays a big role in helping you find the balance between not paying out too much in overhead and making sure you have enough employees to handle the call traffic you’re receiving.

5. Alerts That Matter To Your Business

We get that all businesses don’t have the same needs or want the same information, so we don’t hold back information that can help you (or send it to you unless it does). We’ll send you multiple, customizable email alerts to cover every different area of your call traffic according to your needs.

  • Hang-up alerts will immediately trigger an email to you when someone calls but the phone is not answered.
  • Short call alerts send an email for any call that lasts less than 90 seconds.
  • Missed opportunity alerts are sent as soon the missed opportunity is listened to and graded.
  • Positive call notifications can be sent as well, indicating a booked appointment or sale of some sort.
  • Per call notifications are sent by email for each call that came in from a campaign and provide details about the callers as well as recordings of the call.

Part of the genius of the Swiss Army Knife is that it can do the job better than each individual item on its own. Call measurement is the same way: by using one solution with several applications, you’re not exhausting your own time and resources, but you’re actually getting more thorough information that can help you improve your bottom line.

And, as with any tool, if you don’t know how to use it, you won’t benefit from it. Think about those blades you pull out of a utility knife. If you don’t know what they’re for, you may be using them incorrectly. The same is true with your business tools: just having systems or information in your pocket that you don’t understand or know how to use isn’t going to change the way your business performs. It’s what you do with that information that will improve your business.

Our solutions give you time and effort back so you can focus on the problem solving that will help your business grow—we handle collecting and parsing the data and give it back to you, so you know exactly where your money was best spent and where you’re losing money. This way, you can adjust your marketing, operating, and training budgets wisely.