One of the most crucial differences between a high performing call center and one that fails to live up to the mark, is the recall ability of information gathered during the calls.
Call centers deal with very high traffic, and some of the calls require extensive explanation, meaning that it could go on for a long period of time.
This makes it difficult to pinpoint a specific moment within any call where vital information was produced, even though all calls are recorded.
This is where the concept of call tagging comes into play. Call tagging refers to the implementation of call center software systematically, to ensure that any moment within any call or set of calls can easily be retrieved and displayed.
Call tagging as a procedure is analogous to placing a virtual bookmark over any piece of information that might be needed later.
The agent in charge of the call in question, or a manager monitoring the calls taking place, may insert a tag at any point in the recorded conversation to denote any information that may require revisiting at a later date.
Placement of call tags is a very simple procedure which can be handled real-time as the call center agent is talking to the customer.
Call tags serve the important purpose of lending context to speech. Simple tags denoting at which point a customer complains of an issue with the product, where he asks for an explanation of a procedure related to the product, where he wants recommendations for supplementary products, or where he gives feedback after usage of the product, are all important data points for the later analysis.
The greatest benefit that call tagging offers is the descriptive data that is now at the company’s disposal for analysis and modeling. It is also the easiest way to determine and find a call from thousands of recorded calls.
With meaningful descriptions, companies can proceed with customer service simply by understanding the trends from the call tags.
During the period of the launching of a new product, has many calls tagged questions, then maybe the company needs to release a user manual for that product.
In case too many calls are tagged complaints, the company needs to revisit the product development, and so on.
Call tagging also allows a user to be known on the basis of attributes displayed in previous calls, rather than just a name and a face.
As soon as a customer calls, the agent is aware of the tags posted on his previous calls and thus has a fair idea of what the inquiry will be.
This sort of knowledge leads to the rendition of far better customer service, because in such cases the service is personalized to suit each customer based on their previous interactions.
With more and more data pooling in, this level of familiarity only grows and customer service becomes even more personal.
We have seen what call tags are, how they are to be implemented and what sort of benefits they can bring about. Now let us talk about some basic tips to improve the call center efficiency using the feature of call tagging.
1. Call tagging allows the creation of efficient marketing lists. Simply enlist the phone numbers which contain call tags in the past that indicate positive responses towards the campaign in question.
Approaching these list of customers is far more likely to have better turnovers than wasting time on every number listed in the phone-book.
2. Advertising takes a big boost once call tagging is implemented across different product sellers. You can use a specific number advertised for a specific product, and whenever a call comes into that number you know what the customer is looking for.
This is especially useful over a large range of products because then it can be seen which tag is converting to sales and which tag is not.
3. Calls can be tagged to indicate which department the customer wants to access. Calls marked “sales” would directly be received by a representative from the sales team, calls marked “accounts” would directly be received by a representative from the accounts team and so on. Such a practice would negate redirection and save valuable time.
4. Follow-ups to suggestions or complaints are an important part of providing good customer service. However, because there is significant change in personnel receiving the first and second calls from the same customer, the person receiving the second call would not know the details of the previous interaction without call tagging, and would thus not have any progress report ready on the actionable tasks that had been previously determined.
Therefore, call tags are vital for maintaining continuity in the dynamic environment.
5. Call tags are synced with the profile of the customer, so over a period of time a clear picture of customer behavior is obtained, which could be used for targeted marketing in the future, or analyzed to understand what approach must be taken to convert the customer’s demands into sales.
6. Customers do not want to be faced with an agent who is unaware of their entire conversation history, or does not know the specific details the customer wants. Therefore, call tagging is important for the agents to identify which calls are most suitable for them to uphold the quality of service.
7. The data obtained from call tags can be integrated into other business activities such as designing future products. It helps in understanding the target group of the company either by highlighting people already using their products or those who have made queries about the same.
8. Segmentation of employees can be carried out effectively by understanding which calls an employee is most adept at handling. This can be found out by correlation the employees’ records against sales that have occurred, keeping call tags in mind to assign the requisite calls to the employee.
9. Because call tags are centralized, the agents are aware of the previous conversations with a client whether or not they were present during those conversations. This helps in fine-tuning their pitches and allowing for a more personal feel for the customer.
10. Because call tags define a specific moment in a call and not the entire call itself, it is possible to have multiple tags in the same call. Such tags then help to understand how the customer reacts over a specified phase of time to the different approaches that the call center agent takes.
Understanding this is the key, to consider which method works best for which client, which directly translates to the increased sales.
11. Employee schedules can be created based on the data of who is likely to call at what time of day and which agent is best equipped to handle that particular call.
Such research ensures that the best possible opportunities are presented to convert higher sales margins as well as to make sure the quality of customer service provided is, as per the customer’s satisfaction.
12. Agents can work from home and still be connected to the entire organization because the call tags they apply are based on their interactions, will be kept in a public record and would be visible to anybody who is encountering the same client or going through the same type of call.
13. Analysis of the amount of time spent by the agents on call to bring about the positive call tags are important to determine the efficiency of the workforce.
These calls can then be analyzed to understand what could have been done differently to bring a better or quicker result.
14. The presence of external factors can also affect customer interactions, and these would be recorded in call tags. Therefore call tags provide a way to distinguish whether any deviation from ordinary or expected behavior is a result of call center procedures or external factors which cannot be controlled.
15. Keeping the future in mind, call centers can provide training to the young agents or would-be agents on how customers are behaving in that point of time. This helps to produce more and more agents whose skills are sharpened to produce the best possible results in those scenarios.
The Case Study
The tips that have been outlined here should give you an idea about the ways in which call tagging can be implemented to derive the most efficient results. It is important to invest in the best call center software for this crucial aspect of running the operations, since its applications are so many and so varied.
To further drive home at that point, let me present to you the example of a real situational case study which shows how the implementation of call tagging goes a long way in maximizing the efficiency of call center solutions.
To maintain anonymity, let us call the company as Mike BPO Solutions.
Mike BPO Solutions is a call center company that provides the telemarketing services for a popular company.
In this case study, we will take a look at the situation that the company was in, the challenges it faced and the solutions that its top leaders managed to incorporate to eradicate those challenges.
We will also devote some time in understanding the effects of the changes that were brought about and how the results showed a positive change.
The Problem Scenario
The company was experiencing very heavy traffic every day. As a result, its logs are filled with hundreds of thousands of calls every month.
This makes it difficult for them to pinpoint exactly where the specific key information lies, and takes up a lot of time and resources to go through all the calls to find that exact piece of information.
The Company is on the lookout for any call center software solutions that might offer an easier way out of this problem. It is important for the business to retrieve key data, but it is also equivalent of searching for a needle in a haystack owing to the very high call volume that they experience.
On an average month, only around 100 such calls require to be retrieved but the call center receives about 15,000 calls on daily basis.
The main challenges that the company faced on this front are listed below.
1. There was no efficient way to highlight a particular bit of information that gets recorded in the midst of a call, so there is no flag that can be searched specifically for that bit of information.
2. It was impossible for an agent to know the history of interactions of a customer without actually surfing through their previous calls.
Therefore, when a customer called, the agent answering questions had no knowledge of the type of interactions that had already taken place between the customer and the service center. This was leading to a drop in the quality of customer service provided.
3. Managers found it difficult to analyze customer behavior because there was no meaningful description to help them formulate a pattern of interactions with every customer.
Thus it was very difficult to learn exactly what could be improved to better the performance of the call center.
The managers recognized that these problems needed to be addressed immediately, so they came together to draw up a list of solutions to counter the problems that they faced.
1. They implemented call tagging so that bits and pieces of information within calls could be highlighted and bookmarked for later use.
Making these information bits searchable and retrievable allowed for the call center to call upon data as required without the hassle of going through the thousands of recorded calls.
2. Call tags were centralized so that every agent knew previous interactions of a customer. This allowed for much better quality of customer service.
3. Call tags were synced with customer profiles to give the managers a good idea of the trend of customer behavior for each specific profile.
The data accumulation phase of this project took some time. However, after 6 months of call tagging, definite results began to show. Agents were able to deal with almost 15 more calls a day because they did not waste time figuring out history.
Total conversion to sales increased by 7% over the course of a year, showing the positive effects of introducing call tagging.
Call tagging is one of the easiest and most effective features to improve call center efficiency. It can be deployed on call, used by agents easily and provides a clear directive for future prospects. Thus, the use of call tags is greatly beneficial for operations in terms of a call center.