Automated call scoring is the process of extracting insights and intelligence from voice calls and audio files, the same way data analysis is done on the text and images.
A call center sees thousands of calls coming in every day, each rich with the data.
Call scoring allows us to retrieve this data and use it for our own purposes.
For example, it allows us to analyze the tone of the customer in thousands of voice calls to determine what sort of tone customer stake on when they are happy with the service, what they sound like when they are dissatisfied, what tone signifies they are likely to recommend your services in their own circles and what signifies they are about to leave your company, etc.
Similar analysis can be done with other aspects of calls as well, such as identifying key phrases in conversation.
The data and insights gathered from this can be used to build predictive models which provides a comprehensive idea of what to expect from a particular customer as well as how best to go about communicating with them to ensure that they are receptive to the cause.
Overall, automated call scoring is a process that makes an employee’s life easier in a call center, and allows him or her to explore their talents at persuasion with the full backing of data.
Contact center attrition is one of the main problems of the industry.
Agents drop out due to the stress of the job, unrealistic expectation, having to deal with moody clients every day, poor working conditions, etc.
Automated call scoring can help in that regard, by making sure agents have everything they need for their day to go smoothly.
They have a charted road-map that they can follow, and can get real-time data about the impact of their efforts, so that they can understand what is working well and what is not.
In this article, we will discuss on how automated call scoring plays a part in reducing agent attrition, and how it can best be implemented to keep the agents motivated and happy with their job.
1. Define what constitutes a quality interaction.
Determining the correct metrics is a more important practice than adhering to them.
This is because if you fall short of the mark, you can always catch up but if you are aiming at the wrong mark entirely, you will never know what went wrong.
When you identify the calls that do not meet the defined standards, you need to understand why.
Managers needs to spend time deliberating the key performance indicators they will use to evaluate employee performance, and then stick to them as long as they yield results.
This will allow them to make more informed decisions and keep the employees clear about the expectations as well.
Often, employees are disillusioned because they find it hard to understand exactly what is expected out of them, and a clear directive such as this would help them focus on their work.
2. Focus on high-yield behavior.
The more we understand the detail of behavior, the better we are at the changing behavior.
Employees tend to leave because they get frustrated dealing with the negative phone calls all day, and complain about the pressure customers.
So, it works to the benefit of both the employees and the managers if emphasis is given to practices that aim to change the way the customer perceives the problem and interacts with the agent.
Script compliance as a metric would ensure that agents have their best solutions right on their screens, without the need for further hassle.
Similarly, cultivating sales conversation techniques or shortening average waiting times are high-yield behavior traits that give employees more power to perform and help them stay happier with their job, lowering agent attrition likelihoods.
3. Use data to change agent goals.
A majority of the agents in call centers are young freshers, who may or may not know the correct ways to accomplish success.
The best way to ensure that their goals align with the larger objectives of the company is to present them with the relevant data.
Automated call scoring allows the agents to have access to trends which can clearly outline their performance with respect to set standards of the KPIs.
Once agents sees how the company’s goals are built on better service and more efficient solutions, they are likely to adhere to these goals and work towards a common solution.
Presenting well-analyzed data is the key to making agents understand what they need to do, and motivate them to work hard to achieve it.
4. Provide regular training to the agents.
One of the most unsatisfactory things that can happen to an agent on the job is getting off-guard by a query he cannot solve or a technology that he is not used to.
In order to avoid this, agents should be provided regular training on the latest developments, so that they not only tackle the issues that come up effectively, but also foster their own growth and development.
Once agents believe that the company is committed to ensuring their development, they are far more likely to stick around and give their best.
On the other hand, one of the leading causes of agent attrition is the feeling that they have no scope for improvement.
Thus, handling this issue is important for the flourishing of the company, that consists of providing comprehensive and regular training .
5. Share feedback with all the agents for improvement.
All agents should be able to learn from any one agent’s performance.
Automated call scoring would give managers the key report on a call made by a call center employee.
Managers should provide feedback based on those reports not just to the agent who made the call, but everyone in the team so that everybody knows what is expected and can tweak their practices accordingly.
This community learning procedure also ensures that agents value the presence of others on their team and become willing to work together.
This sense of team spirit is critical to ensuring agents stay satisfied with their jobs and do not look to leave.
6. Save your golden calls.
Using automated call scoring, not only can get you reports on each individual call, but you can also compare the quality of two or more calls and decide which one went better.
In this way, managers can pick out the “golden” calls – the highest quality calls they have had from thousands of calls, and use them as quality standards.
Using the golden calls as a training aid helps the employees relate to the standards being set, since those calls were made by one of their own.
Moreover, agents can then pick out the successful techniques used in those calls and apply the same to their daily conversations with the customers.
7. Recognize effort, not only perfection.
Using a tool like automated call scoring, managers have the power to understand the value of the effort being put in, in a more nuanced manner than just looking at the results it produces.
Each customer behaves differently in a certain scenario, which is why it could be difficult to draw out results even though the agent did everything right in the certain cases.
This is where effort appraisal plays a big role in motivating the agents.
Throughout the day, there are bound to be cases that do not work out as planned, but managers need to motivate their agents to let those go and work harder towards the rest.
The assurance that their efforts are appreciated with or without fruitful results is what lowers the level of employee attrition significantly.
The Case Study
Agent attrition is a worrying trend, and one that costs the best call centers a whole lot in terms of time and money.
Not only is it a hassle to constantly recruit new agents year after year to take the place of agents who have left, but it is also monetarily draining to spend on training agents who then leave the call center within a year or two, requiring new agents to be trained again in a vicious cycle.
Therefore, companies are doing all they can to reduce agent attrition and as we have seen from this article so far, implementing call center software like automated call scoring is an excellent way to do so.
To shed light on how important the automated call scoring software can be in the context of contributing to reducing agent attrition rates, let us turn to a case study featuring a real life example of a call center.
For the scope of this case study, Bonham Solutions is a telemarketing agency providing call center solutions for an established organization.
This case study will progress through the problem scenario and the challenges faced by the company, to studying the solutions they drew up and how these changes led to a growth in business.
The Problem Scenario
The company had been operational for over a decade, but over the last three or four years, it had been struggling with a very high rate of employee attrition.
The turnover rates had increased from about 24% four years back to nearly 40% the previous year.
As a result, the call center was getting destabilized, a lot of money was being spent, clients were getting redirected to unfamiliar new agents and business was getting hampered.
The company was looking to implement solutions to reduce the agent turnover.
The challenges that they faced are listed below.
1. Agents complained that they were unclear about the specific details of what was expected out of them. They wanted to know how their performance was being evaluated in order to perform their best.
2. The technology in use was inadequate since it could not efficiently draw out insights from the thousands of voice calls that came through every day. This meant that there was little scope for improvement of strategy unless calls were analyzed manually.
3. There was a lack of communication between the management and the employees, owing to which employees did not always receive proper feedback on the calls they made. Since agents did not receive comprehensive feedback, they did not realize the corrections that needed to be made.
The managers at the company recognized the need to take swift action. They drew up the following solutions in a bid to counter the problems that they faced.
1. The key performance indicators were pre-decided and communicated to every employee, so that they had a fair idea of how to go about their business to keep the performance levels on the higher side.
2. The company brought in the best call center software to help in automated call scoring, allowing them to analyze every voice call being made and derive insights from them, which would then be applied to subsequent calls to fetch better results and greater conversion rates.
3. Regular feedback was provided by the managers to the employees, so that they could remodel their approach if something went wrong. Moreover, employees were praised for their efforts regardless of the results they obtained, boosting their morale and convincing them to work harder.
The positive results coming out of these moves were almost immediately visible.
Managers and employees were in a more close communication, teams were knit tighter, individuals prioritized the team goals above their own, employees were happier and attrition rates were down from the previous year for the next three years in a row, allowing the company to rebuild itself and provide the best performance again.
With better results, more and more employees now chose to stay on, and attrition rates for the company fell to the lowest in the market.
Providing telemarketing software solutions can be a hectic task, and employees need nurturing if they are to continue working at their best.
Managers need to realize this and prevent the agents from burnout.
There are plenty of ways to do so, but one of the most effective ways is through the implementation of automated call scoring, as has been discussed.
We can see how much of a role call center software solutions like automated call scoring play in keeping the employees around. Following the tips mentioned here will surely help your company reduce the agent attrition rate and boost your performance levels.