Importance of Call Centers

Customers expect exceptional service, desiring swift and efficient resolutions to their issues. It's crucial for organizations to have representatives ready to assist whenever customers reach out for support. Call Centers enhance an organization's ability to provide help, offering availability around the clock or during hours that align with customer expectations.

Customer phone calls offer value beyond just customer service. For certain products or services, these calls may be the sole interactions organizations have with their customers, making them the only chance to establish a personal connection.

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Types of Call Centers

The three most common types of call centers are inbound, outbound and blended call centers.

Inbound call center. Typically, these call centers handle a considerable volume of calls simultaneously and then screen, forward and log the calls. An IVR system can answer calls and use speech recognition technology to address customer queries with an automated message or route calls to the appropriate call center agents or recipients through an automated call distributor (ACD).

Agents in an inbound call center might handle calls from current or potential customers regarding account management, scheduling, technical support, complaints, queries about products or services, or intent to purchase from the organization.

Outbound call center. In these call centers, an agent makes calls on behalf of the organization or client for tasks including lead generation, telemarketing, customer retention, fundraising, surveying, collecting debts or scheduling appointments. To maximize efficiencies, an automated dialer can make the calls and then transfer them to an available agent using an IVR system after the caller connects. Outbound call centers must ensure compliance with the National Do Not Call Registry, a list to which citizens can add their phone numbers to avoid unwanted solicitation calls.

Blended call center. This type of call center handles both inbound and outbound calls.

Beyond inbound, outbound and blended, further classifications of call centers include the following:

• In-house call center. The organization owns and runs its call center as well as hires its agents.

• Outsourced call center. The organization hires a third party to handle calls on its behalf, generally to remove the burden of hiring and training call center agents as well as investing in and updating call center technology, which can reduce operating costs.

• Offshore call center. The organization outsources its operations to a company in another country, often to save money on wages and provide services around the clock. Drawbacks to an offshore call center include reduced customer satisfaction due to language issues as well as a lack of knowledge about the organization, product or service due to distance.

• Virtual call center. The organization employs geographically dispersed agents who answer calls using cloud call center technology. In a virtual call center, call center agents work either in smaller groups in different offices or remotely in their own homes.

Examples of Call Centers across industries

Call Centers can benefit any industry that interacts with customers over the phone.

Examples include the following:

• Airlines. Customers call airline toll-free numbers to engage with IVR menus or speak to customer service agents. Customers can check flight statuses, obtain flight details and check frequent flyer mileage balances. In addition, flyers can speak to customer service agents to rebook a flight. When weather conditions, such as a major winter storm, cause flight delays or cancellations, airlines can quickly respond to customer needs.

• Financial. Customers call financial institutions to ask about checking account balances, reporting lost or stolen cards, or disputing charges. Call centers in the finance sector can also help customers update account information, apply for loans, and answer questions about products and services.

• Healthcare. Customers call healthcare providers to make, change or confirm appointments as well as to ask physicians questions. When a medical emergency arises off-hours, healthcare providers can use outsourced call centers to receive calls and route them to an on-call physician.

• Retail. Customers call retail businesses for assistance before, during or after purchases. Before or during purchase, a customer might ask a customer service agent about shipping details or the retailer's return policy. After a purchase, customers might call to report a missing item or request a return.

How is Call Center success measured?

Organizations often monitor key performance indicators (KPIs) to measure the success and efficiency of call centers and agents. The KPIs vary depending on the center's function. An outbound call center might measure cost per call, revenue earned, total calls made and tasks completed. An inbound call center might track metrics including first call resolution (FCR), average wait time and abandoned call rates.

Other performance metrics often tracked in call centers include the following:

• Average time in queue. This measures how long a caller was in the call queue.

• Average handle time. This measures how long it took for the agent to handle the call.

• Customer satisfaction score. CSAT measures how satisfied a customer is with the service they received.

In addition, organizations often use speech analytics software to monitor and analyze call center agent performance. It can identify areas in which agents require more knowledge and training, which can improve call handling times and FCR.

MCCA Team