Call centers can be very profitable, if they are managed correctly. There is nothing worse than building a communications epicenter only to see it wither and die. There are many things that could lead to the dissolution of a call center. However, we will only focus on the 5 deadliest mistakes that a call center can make which will undoubtedly cause its imminent death.
- Improper Management of Client Data
Managing client data doesn’t have to be hard. Ensuring that you have both a reliable CRM (Client Relationship Management) and a trustworthy internet connection is all that you really need. There are a few things that need to be done in addition to having a CRM and internet connection. Determining the accuracy of data is the first step in properly managing your client data.
One way you are able to ascertain the validity of your data is through data appending. Appending your data simply means to validate the information that you have stored in your database. This saves you both time and money and allows you to focus on your business and marketing efforts.
Using spreadsheets to store client information is another deadly mistake that is made. Storing your information in spreadsheets is great in all, but what happens when you need to quickly locate specific information pertaining to a marketing campaign? You will have to comb through thousands of rows of information in order to find what you are looking for, which doesn’t sound like is saving you time or money.
- Relying On One Communication Channel
Using one form of communication is the way of the past. It’s 2020. Almost everyone and their mother has a cell phone, a computer, and access to a steady stream of information. Why continue to market the same way that we did 20 years ago? Relying on only one bridge of communication can be fatal to your business. Most call centers utilize either a multichannel or an omnichannel approach to communication. Both forms of communication rely on using all pathways -- phone, email, print and social media to deliver information. What differentiates the two is how they deliver that information.
Multichannel communication is delivering information to your customers through their preferred channels. Whether that be through phone, print, email or social media or all of the above. It is delivering the information to them in various ways. Utilizing this approach can be tricky as it involves expert timing in the delivery of the content. Not only does the message need to be delivered to the customer at the right time, but through the right channel. It is not as synchronized as the omnichannel approach.
Whereas omnichannel approach is more synchronized in the aspect that it views the information through the customer’s perspective, providing a more seamless and consistent experience across all channels. It is a single entity that delivers all of the information, which is what makes the entire process more smooth. Gone is the need to rely solely on timing, giving you more time to focus on operating a successful call center.
- Non-Automated Processes
Manually doing anything nowadays takes too much time. Time that, unfortunately, we don’t have. We live in a fast paced world, which means that we expect to receive information instantaneously. By not using automation to power your communication efforts, you are wasting your time and that of your customers.
Automation is the process of having something done automatically. Your call center processes should occur automatically. As mentioned, it saves time. It also increases your agents’ productivity as they are able to rotate through calls quickly. Having a customer’s history readily available is also another feature of automation. If it is readily available for the agent, it saves that agent time having to click around and search for it.
Using automated processes can effectively grow your business. Your calls are seamless, allowing your agents to move through their call volume effortlessly. Thus increasing the amount of leads reached and or generated. So by not automating your processes you are losing out on not only revenue but on a well oiled machine that could be your call center.
- Poor Managerial Staff: Why You Need Good People Running the Place
In order to have a successful call center, you need to have the right people managing it. Having a poor managerial staff can impede the success of your call center business. Calls aren’t answered, long wait times, callers sitting in a call queue and hearing nothing but that dreaded hold music. The list goes on. Improper management of a call center can really affect your business. That’s why you need to have the right people in charge. These individuals ensure that the agents are following the established procedures and meet with them regularly to discuss goals and outcomes. Having your managerial staff and your agents on the same page can improve the efficiency and effectiveness of your call center. Another important characteristic of your managerial staff is that they need to be able to jump in and answer calls if it’s required of them. There is an excellent article that discusses this aspect along with several more in depth. You can read it here.
- Outdated Technology
We live in a world where technology is constantly evolving. Therefore we must be able to adapt and evolve with it. For a business that relies solely on technology in order to operate, not using updated technology is a death sentence.
Outdated technology can be temperamental. Software can frequently crash or freeze while customers are in the call queue. Computers themselves will crash, forcing the agents to restart the machines. All of these problems will steal precious time away from reaching your customers. If your customers are not being reached by you, someone else is.