What’s the longest time you’ve spent on the phone with a customer? Zappos, the shoe company famous for customer service, broke an in-company record after one customer service rep stayed on the phone with a customer for, drumroll please, 10 hours and 29 minutes! (Here’s what the conversation evolved into, if you’re curious.)
In a statement about that call, Zappos Customer Loyalty Team supervisor Jeffrey Lewis said the rep was doing exactly what she should have been doing, noting that “Zappos’s first core value is to deliver wow through service.”
And isn’t “delivering wow through service” the goal of every phone conversation with a customer, no matter how long the conversation lasts? Of course it is! One of the ways Zappos delivers this outrageous service is through call recording.
You know how easy it is to record your incoming calls, but maybe you’re still looking for a few reasons why you should go ahead and do it. Like in the story above, the benefits of call recording come down to improving the customer’s experience so you can make your business better.
So, let’s break down the benefits of call recording.
1. Make monitoring your staff simple with call recording.
Customer service representatives in a typical call center or small business often have the highest attrition and least compensation of all employees. This doesn’t lend itself to stellar service, but call recording makes it easy to ensure accountability and improve customer service. Even more importantly, call recording provides a means of recognizing and rewarding your employees who go above and beyond to do great work and provide exceptional customer service.
Michael Hyatt, New York Times bestselling author and former chairman CEO of Thomas Nelson Publishers, recently shared this eye-opening experience on turning bad customer experiences into wow experiences on his blog.
After reading the article, you probably have one of two reactions: “I totally know how he feels... I’ve been there myself!” or “I can’t believe the problem took that long to solve!” After a call with an annoyed-sounding customer service representative left him feeling “powerless and frustrated,” a review of the phone call (over Twitter) by a second representative offered a reasonable solution to the problem the first rep did little to remedy. Then, to solidify a good experience, the technician who actually came to the site to repair the problem did an exceptional job.
“Frank (the second rep) and Jeremy’s (the technician) response wowed me. (...) Frank’s initiative—just one person—turned my not-wow experience into a wow experience. And now his action is forever digitally enshrined in my blog.”
This is a perfect example of the value of call recording. The company was able to ensure accountability, and hopefully, recognize two employees whose actions upheld the company’s reputation and renewed a relationship with a close-to-bolting customer. Hopefully, the company will also take steps to re-train the first representative who answered the call!
2. Call recording is an invaluable tool for training new employees.
Take a look back at the example I just shared. What else should the company do with that entire recorded exchange? Why not use it to improve the likelihood that all future representatives will answer with Frank’s service-oriented attitude by implementing it as a training tool?
With call recording, you can provide a real-life situation in a simulated environment. You have actual examples with which you can coach new employees without the anxiety of pairing an inexperienced representative with a live (and perhaps agitated) customer. By setting the bar high for your newest employees at the beginning, youâ€™ll have to deal with less enforcing and get the opportunity to do more rewarding. And that’s a win-win for both you and your employees.
3. Call recording is the ultimate record-keeping method for customer service.
In situations where multiple parties have to be involved in a response, call recording gives you the play-by-play of each interaction and recommendation at every level. From the service improvement angle, call recording gives you the benefit and insight of hearing what your customers are actually saying about your business. You don’t have to take anyone’s word for it but the customer’s, letting you know firsthand what’s working and what’s not.
Though we’d all rather avoid a situation that causes problems to begin with, when people solve a problem well, the experience could be a megaphone for the stop-at-nothing lengths your company will go to keep your customers yours.
The brilliant Seth Godin says it like this:
“Everyone on the staff ought to be focused on getting something started, not over with. A relationship that might last for many stays. An engagement that might lead to conversations that spread. Trust that might surface new opportunities for both sides.”
Call recording can provide you the basic tool you need to make this kind of remarkable service happen.
4. Know exactly what was said and who said it, leaving just the facts.
Call recording makes identifying sales transactions as easy as replaying a conversation. In a legal sense, this makes verifying everything from reviewing disputed sales to enforcing codes and regulations clear. It also provides evidence and context, if necessary, for sticky situations and can prove that what you said actually happened and give you peace of mind.
It’s as simple as that: a pleased customer, a thriving company with an excellent reputation, and your peace of mind, all because you chose to make use of recording your incoming calls.