Contact Center Tips: Creating Call Results that Deliver the Granular Data Needed to Drive Results
Call results are like the DNA of a contact centerA contact center’s KPIs are largely monitored, measured, and reported by the use of call results. Call results are a pre-defined disposition, or outcome, assigned by the agent to every call.
These results also contain attributes, which if not set up correctly, will return data that does not reflect an accurate picture of the center’s performance. This makes it imperative that contact centers create well-defined and configured call results that maximize benefits to managers, agents and consumers.
Call results should clearly characterize the following details:
- The number of calls taken during a specific time frame
- How many of those calls became contacts
- How many presentations were provided (including asking the contact to pay a bill)
- Who spoke to the agent. The debt owner? A relative of the debt owner?
- Which calls were actual successes?
It’s counter-productive to have an endless list of calls with confusing or varying results that cover multiple campaigns when a specifically-detailed call report list can help them achieve focused results.
How to avoid these common mistakes
Call results or definitions that are too broad: ‘Contact was made’
Although “contact was made” might be technically true, it doesn’t answer some of the most important questions needed to measure and improve the intentions of the campaign. Call results need to be more than an efficient way for the agent to wrap the call and move to another. It needs to contain enough details to automate next steps, evaluate the agent and the campaign messaging, and fulfill your clients’ SLA.
Not changing default settings when creating new results
Call results that reflect “false positives” complicate the effort to properly train or coach agents because the system deems every call a success based on the attributes assigned. It can also skew some of your financial KPIs by including $0 payments with actual payments.
As much as we’d like to consider every call that reaches a person a ‘success,’ doing so can distort the data you use to track campaign and agent performance.
Creating a ‘catch all’ call result that can easily be misapplied
A relative could be engaged and acting as a responsible party, in which case, both attributes are accurate. They could also be entirely disinterested in your message, or just screening the call. A solution might be to create two separate call results for each possibility, and then activate one or both versions based on the campaign.
Creating results with confusing definitions, or presenting options that shouldn’t exist based off of business rules
In this instance, the intent of the call result is unclear. Are they asking the agent to try to get a payment from someone who is not the debt owner?
Let’s say a call result of “left voicemail” also gives the agent the option to claim “a presentation was made.” Was the purpose of that call result really to say “a presentation left on someone’s voicemail is the same thing as delivering it to them during a live conversation?”
What if you have an agent that makes contact, gives a presentation, then transfers the call to another campaign? If available, the agent would likely mark that call as a success without really know its end result?
Was the purpose of that call result really to say ‘a presentation left on someone’s voicemail is the same thing as delivering it to them during a live conversation?’
Including too many call results
It’s natural for call results to add up over time as contact center managers create a new call result based on a unique conversation or specific client request. However, a balance should be struck between accuracy and efficiency.
Consider merging or combining call results with similar outcomes or follow up steps, or activate just the call results necessary for specific campaigns.