Everyone knows the primary job of the call center is service and the main goal of service is to satisfy customer needs and engender a positive relationship with your brand. This achieves happier customers and a good reputation. As reputable brands are recommended by happy customers, playing the long game of establishing great customer relationships pays off by facilitating more sales and generating more revenue.
Despite the important role played by customer service in generating long-term revenue, the call center is rarely regarded as a revenue generator. This perception causes businesses to see the call center as a “cost center” which, even at the best of times, are the focus of budget cuts. Working with limited finances, customer service departments need to tightly manage things like training, occupancy, and attrition or risk seeing cost spiral out of control.
However, there is one thing that call centers can do that will instantly reduce cost while driving up customer satisfaction. This powerful combination has the proven revenue benefits of increased net promoter scores (NPS) that can transform the call center from a cost center to a generator of sales and revenue for your brand.
Digital Channels for Customer Service
Digital customer service is known by many names. Omni-channel, chat, messaging – but it all means one thing: deflecting customer interactions away from the phone and to lower-cost digital channels. Digital channels are the secret to winning in the next competitive battleground – customer service.
Reduce Cost, Increase Revenue & Customer Satisfaction
Reports from omni-channel contact center platform ITC reveal that savings are realized almost immediately after deploying a digital program. Usage data reports a 58% cost-efficiency for every phone call deflected to a text/messaging channel. The savings are expressed in reduced handle times and greater concurrency rates for agents. More happy customers per agent is a recipe for call center savings.
According InTheChat CEO John Huehn, his clients benefit from an overall call center cost reduction of 20% when they move just 35% of calls to digital channels.
Hard Truths About the Dying Phone:
- 67% of consumers want to text your business
- 77% of adults aged 18-36 feel positively about business that offers digital alternatives to phone
- 75% of customers believe it takes too long to reach a live agent
- 67% of customers have hung up the phone in frustration over not being able to reach a real person
Reduced contact center cost is good news! But the really good news is that by opening the call center to digital channels you’re also opening your business to communications over your customers’ preferred channels. Let’s face it, even if mobile chat, text and social messaging communications didn’t exist… calling a business by phone would still be viewed as a chore – nobody wants to call your business. Nobody.
Chances are that the majority of your customers’ calls can be resolved just as easily through a text, messaging or chat. By promoting digital channels on your website as alternatives to your call center phone number, your business is giving customers what they want. Studies show customers want the freedom to send a text instead of enduring robotic IVR followed by the inevitability of waiting on hold. Valuing their time creates good vibes with your customer base. These good vibes lead to the high NPS needed for turning your call center into a revenue generator.
Sure, your call center can and should look for efficiencies in workforce call-flow, training and auditing your telecom systems… again. But the one sure way to start reducing cost while improving customer satisfaction is to contact a professional with years of experience in strategic digital deployment for contact centers.