With mobile phones becoming more than calling devices and customers preferring other support channels (chat, e-mail, social media) to inquire or raise issues, businesses now often neglect the importance of maintaining operations or having an inbound call center. While voice calls can be more costly for the business and may not be the preferred communication channel for customers nowadays, it is important to remember that companies need to maintain what is the best channel for their customers – and there are still some who prefer to call, especially for purchase inquiries and service issues.
Don’t underestimate what an inbound voice channel can give to your business. An inbound call strategy can differentiate you from the rest that rely on self-service and automation. This strategy offers personal service, interaction and experience. Follow these tips to make sure your inbound call channels stay effective.
1. Make the voice channels accessible to those who need it the most.
While voice is an effective communication channel between you and your customers, there are still customers who prefer to use live chat or e-mail. The key here is to make sure your sales team is talking to the right customers at the right time – these are ones who are in the pre-selling and selling stages in the customer lifecycle.
Optimize the phone and drive all potential voice calls to your benefit. Position your toll-free numbers at the bottom of your product or pricing pages, or right below your calls-to-action. Ideally, the more consideration a purchase requires, the more voice channel becomes important.
Phone calls cost money for companies, and it is better to tailor your communication channels to those who would need it the most. The simpler the decision or inquiry, the more likely the customer will like to self-serve. So position your support channels strategically on your web site. Fortify self-service channels to drive down call drivers so you can focus on those that really require and need your attention and guidance.
2. Make sure voice agents are qualified and able.
Once you have filtered voice calls to the important call drivers, the next step is to guarantee that anyone who answers calls is qualified and can make each customer feel like the most important customer in the world. The quality of your inbound voice channel and the attention agents give to every call matters more than the accessibility and availability of speaking to an agent. Train your agents well and make sure they give exemplary service.
3. Make use of call analytics.
Inbound calls can also give you valuable business insight so make use of analytics services to categorize calls based on interest and quality. Track and analyze inbound calls and performance. When you analyze incoming calls – its drivers and the level of customer satisfaction after every call – you are given opportunities to improve, broaden or make changes to your business strategies, marketing plans and customer service procedures.
The insights given by analytics will help you maximize your marketing and help you improve brand retention and loyalty. Invest on it.
4. Use a CRM tool.
Studies show that salespeople are 15% more productive if they have access to a customer relationship management (CRM) tool that houses customer data while on a call. CRM tools not only house personal and social customer data, it also gives one access to all accumulated and recorded information or customer history with the company. This allows an agent to personalize his service, especially when routing calls to another department.
Inbound call strategies are important to growing your business. The voice channel is not dead, even with the advent of other automated channels. Embrace and reinforce your inbound call strategies, this will give you a competitive edge. Entertaining voice calls will not cost your business more money, so long as you strategically place it in the right spot! To move forward and learn more about inbound and outbound call center strategies, contact us today.