In the teleservices space, everyone hears about the importance of the voice of the customer. While some may assume it simply means the customer needs an opportunity to be heard, it actually means more than that. Yes, the customer wants to be heard, but teleservice companies need to realize just how much information is shared in that voice that can benefit their efforts to lead the market. With call recording in place, they can better capture that voice and that information.
Interestingly, the concept of listening to the voice of the customer is not really new. Before every home acquired a telephone, most transactions took place face-to-face. The salesman may have had a pitch, but he still needed to listen to what the customer had to say and adjust his conversation accordingly. With technology separating you from your customer, do you find you’re spending more time trying to get them to listen to what you have to say instead of capturing that voice?It’s not uncommon for companies to spend a considerable amount of money on direct mail, third-party surveys and the analysis of sales data. Direct mail pieces were meant to communicate the message directly to the recipient. Third-party surveys were supposed to capture the voice, but were often designed according to what the company wanted to know, not necessarily what the customer wanted to say. And, the analysis of sales data may tell you what’s selling, but it doesn’t tell you anything about the opportunities missed.By contrast, all of this information can be captured in call recording. It allows you to better understand what is capturing the customer’s attention. Perhaps the direct mail piece you sent out confused the buyer or the survey only asked about their satisfaction with an interaction
and not how much they would prefer an add on to the widget you have that is selling so well. If you could capture this information in a call recording, how would you be able to adjust your strategies to better serve the customer base?
Listening to the voice of the customer gives you access to invaluable data on what they want and how they want to be treated. Using call recording to capture that information and then mining your recorded calls for common attributes helps you to better understand what the customer base wants and why they want it. From there, you can better determine where your efforts should be focused to get the maximum outcome.
To make this successful, however, you still have to focus the attention on listening and not on what you think the customer wants to hear. To truly capture the voice of the customer, you will have to be quiet.
Originally published and written for CSI on TMCnet for our Call Recording Channel.