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How To Reduce Volume Of Calls And Increase Customer Advocacy

As a contact center solutions provider, a company must have a specific format on how to keep track of the performance of their employees and at the same time their business. The matrix must be able to determine whether their current work processes could affirm that it can yield positive results for them. Outsourcing companies rely on their call center agents to deliver a reasonable amount of productivity and it is often measured according to the metrics and standards agreed upon by the solutions provider and the client before the project commences.

Employee training contributes a huge deal to the outcome of the calls rendered by the agents in a contact center environment. Training enhances their confidence in dealing with both happy and frustrated customers. Business operations and processes may vary among industries but what is common is their value for their customers' satisfaction and their belief that their customers only deserve the best service or product.

Having a trained team of individuals attending to your company's customer service can be correlated with a higher production and customer satisfaction level. However, in a call center setting, what is often measured is the amount of time spent dealing with a customer, which is referred to as the average handling time.

Another standard that call centers wish to maintain is the quality of calls that their agents make. It has been regarded many times that a customer's feedback on a company's efficiency with their customer service could mirror how their company is being viewed by their customers. This is the reason why companies turn to a contact center, one that can cultivate and foster customer engagement that could lead to customer satisfaction. But despite being experts in that particular field, call centers still need to keep their performance and call quality in check regularly.

However, in a recent article from Harvard Business Review published on August 14, 2012 suggests that companies offering customer service solutions, primarily those in the call center field, look at a different angle when measuring the performance of their call center team. In the article, it points out that solutions providers are often cost-driven, attempting to keep their calls as short as possible to be able to make more calls within the day. This may look promising but what it often entails is a lower rate on conflict resolution, especially if conflicts are complicated. The article suggests that companies take on a different set of metrics or they can modify it according to their solutions. An agreeable criterion focuses on customer satisfaction and the ability to resolve the issue during the first call from a customer. This has been implemented by Belgacom, a Belgian telecommunications provider and the said metrics have reduced the volume of calls by 20% and it has driven a higher customer advocacy score.

It is understandable that outsourcing companies want to capitalize on their agents' performance, especially when they hire individuals with high competency. But it is also important to note that a good set of metrics will help them deliver a better suite of solutions to their clients.

Author: Jamee C.

Disclosure: I have no positions in any stocks mentioned, and no plans to initiate any positions within the next 72 hours.