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5 Reasons A Quality Call Tops a Quick Call

By May 22, 2019 No Comments
Female customer on phone and laptop Featured
Female customer on phone and laptop Featured

When it comes to phone conversations with customers, businesses look to deliver a positive customer experience while still being able to manage calls quickly. The key to successfully managing calls is to focus on efficiency, which is both timely but also focuses on making sure the customers’ needs are met.

Too often, businesses tend to either focus on quality or quantity (quickness of calls) instead of efficiency. Each view on calls requires a company to measure different key performance indicators (KPIs) to their determine success. Average handle time or first call resolution rates are used if the goal is speed and customer’s experience and customer satisfaction are used if the goal is quality. This ongoing debate leaves many businesses questioning if quality or quantity is a better approach to customer service.

Quality versus quantity
Customers often expect instant gratification, but they usually aren’t willing to sacrifice a personalized experience to get it.

In the first scenario, businesses focus on quantity and push agents to answer as many calls as possible. Why? Because speed is easier to measure than customer satisfaction. Often, agents feel so much pressure that they neglect the customer on the phone, rush them through their questions and move on to the next call without ever acknowledging the customer by name. Customers end up feeling unappreciated and not important in these types of scenarios.

Other businesses such as Zappos, have taken an approach that focuses on their customers. These businesses encourage call center agents to build rapport with customers on the phone, which requires spending more time on one call. Even though agents can’t field as many calls a day as the quantity scenario, customers are happier with the experience. As a result, these businesses create a loyal following that come back multiple times to do business with them.

Benefits of focusing on quality
It might seem counter-productive to encourage agents to spend more time on each call, but the customer-centric approach pays off in the long run. Here are five benefits of focusing on quality calls instead of speed.

1. Customer Feels Valued
Nobody wants to feel like a number when they contact a customer service department for help. When agents are equipped to deliver a great experience, customers feel appreciated, and customer satisfaction increases as a result.

2. Happier Agents
Nobody wants to feel like a number when they contact a customer service department for help. When agents are equipped to deliver a great experience, customers feel appreciated, and customer satisfaction increases as a result.

3. Increase Customer Retention
When you deliver customer service that customers enjoy being part of, they are more likely to come back to your business when they need your services again.

4. Increase Customer Referrals
Having a strong customer base of repeat customers leads to more referrals. When customers are happy with their experiences, they are willing to share that information with others. Their friends and colleagues are more likely to trust you because of the praise they hear.

5. Improved Bottom Line
Retaining more customers and employees lessens the costs invested in attracting or training new ones. That, paired with an increase in repeat customers and referrals, increases your overall profits.

Being efficient requires businesses to equip agents with the right tools, training and support so they can actively listen to the customer and solve the problem or request in a timely fashion. In the long run, quality will always result in fewer callbacks, happier customers, and a better team culture.