Boosting call-center efficiency

Share this content:
Chris Conway
Chris Conway

Designing and delivering an effective customer care teleservices program is a balancing act. First, you must estab­lish the level of service to be offered. That takes the hours of operation and the speed with which calls will be answered into con­sideration. Then there is the cost of people and technology to deliver the service. The key to success is bringing these variables into alignment so they satisfy the needs of both the consumer and the business.

At DialAmerica, we've seen myriad call center operations serving many business-to-business products and service categories. Based on our experience, we've identified a few basic principles that can be applied to any call center to maximize its efficiency. We know these principles work.

First, spread out the workload. Larger campaigns give you opportunities to dole out responsibilities among agents. By doing this, you will spread out the individual vari­ability in handling time over a team, resulting in a higher level of efficiency.

Reduce idle time. Set benchmarks to ensure that precious minutes are well spent. Idle time between calls can be filled with cleri­cal duties or outbound call responsibilities. By the same token, you should set reason­able time limits for post-call administrative tasks to help increase efficiency.

Another way to avoid time-consuming delays is by integrating systems. Make it easy for call agents to access all necessary data so that they can quickly toggle multiple programs or screens.

Increase self-service capabilities. Use inter­active voice response (IVR) technologies and ask consumers to input identifying informa­tion before they reach a live person.

Provide agents with a Frequently Asked Questions sheet, which outlines the knowl­edge they need to help consumers. This will help agents resolve issues more quickly.

While call center turnover rates are high, they can be reduced by starting recruits in an ‘incubation group' with a lower super­visor-to-rep ratio. As they progress, move reps to larger teams with bigger ratios.

Superior customer care is a goal of virtually every brand, but great service costs money. Boost the efficiency of your internal systems and you'll moderate those costs.


Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above