Did you know that the average person will spend 1.2 years on hold? That’s a lot of waiting. According to the Small Business Chronicle, after an average of one minute and 55 seconds of hold time, most callers hang up- and 34% of those callers won’t call back. In today’s technology-driven world, information is available instantly, so when situations arise in which information is slow to access or confusing, the customer experience is diminished. This balancing act of providing information quickly and keeping the customer happy is something that call centers across the world deal with on a daily basis.
In the case of a customer calling your business, while they don’t expect you to answer as soon as the phone rings, long response times and on-hold times quickly become aggravating for customers. The longer they are on hold, the more frustration builds up and engagement is reduced before an agent even handles the call. Add in poor call routing, confusing IVRs, and agent turnover, and good service calls quickly go south, leaving your customers frustrated and your business in jeopardy.
Effectively helping the customer and getting them off the phone quickly is a difficult balancing act, especially when trying to keep costs low. Here are some tips for reducing on-hold times and customer frustration in your call center:
Utilize Call Data*
Call reports provide a wealth of information and insight into your calls. By knowing who abandoned a call, when they called you, and how long they waited before hanging up, you have a bird’s eye view of call center performance, and can make informed decisions as to how to resolve any issues, including reducing on-hold times. Having a solid understanding of your callers’ patience threshold and effectively managing call queues will result in a seamless customer service experience for both your agents and your customers.
*Want to know more about accessing call data? Read: “ How to Use the Hidden Data in Your Business Phone System”
Monitor Agent Call Performance
Make sure your call center solution has features that allow you to listen in on calls, talk to your agents during a live call (during which the customer can’t hear you – only the agent can), and actively join in and engage in complex calls. These listening features allow you to pinpoint where customer interactions are taking a wrong turn, or what specific things are leading to happy customer interactions! Call monitoring is an invaluable tool for expediting agent training, reducing escalated calls to management, and reducing call transfers – all of which decrease handle time and on hold time in the call center.
When you are not available to monitor complex calls in real-time, listen to the call recordings. Use the recordings to consistently identify agent inefficiencies and other issues that increase handle time – and act on your findings. Find several examples of well handled and poorly handled calls and use them when training new call center agents. Include a variety of common case scenarios so that your agents know how to handle these inquiries quickly and efficiently, which will help reduce on-hold times. Recording calls can also be valuable to make sure promises are being kept, information is accurate, and procedures are being followed appropriately.
Keep an Updated Knowledge Base
Hold times will be reduced if agents have quick access to relevant information that will help them answer common questions quickly and move the calls forward. Make a robust knowledge base (spreadsheet, data sheets, shortcuts on your company website, or document) available and easily accessible to reference during a call. The faster your agents can access commonly requested information, the faster customers can be helped. In addition to having this information available to your customers online, have a special desktop version made for your agents so that if the internet connection is slow or not responding, they can still access the information quickly for customers.
Utilize Conference Calls
If your agent has tried everything in their power to resolve an issue, but they still need guidance, encourage the use of a conference feature. Instead of placing a customer on hold, have the agent with a question or concern conference in a more experienced agent, tech support, or a manager to help. Adding an agent to the call will help reduce the customer’s frustration of being passed along from agent to agent, which can also increase on-hold times. Also, conferencing can make calls more efficient because the initial agent explains the question or situation to the conferenced-in agent instead of the customer having to repeat themselves.
Optimize Call Routing
Call center software with effective call routing reduces handling time by ensuring that the most qualified agent handles the call from the beginning. It’s important to make sure your routing system is up to date and able to meet the unique demands of your business. For common issues such as tracking a package, resetting a password, or paying a bill, consider using an automated self-service queue so that customers can be helped without having to speak to an agent directly. Also, have your agents take notes regarding common issues with customer calls and periodically review them to determine if new menu categories need to be added within your IVR.
Update The On-Hold Message
NATA reports that callers who hear music on the line stay on hold an average of 60 seconds longer than those who do not. Keep in mind that the type of music you choose for your call queue can further impact how long a customer is willing, or not willing, to wait. Keep your target demographic in mind when shopping for on-hold tunes, but as a general rule, keep the music upbeat and cheerful. Another option instead of on hold music is customized scripts where your latest product or service offering is discussed. In fact, 16-20% of callers make a purchasing decision based on information they hear while on-hold (Stan Rapp and Tom Collins of Maximarketing).
Keep Customer Information Up-To-Date
When your agents don’t have access to updated customer information in your call center or CRM software, handle time will increase as they search for what they need. Make sure your software has integration capabilities, so that when an agent updates information in one system (such as Salesforce), all integrated business tools will be updated with the same information, eliminating the need to open several applications at once. Train your sales and call center agents to habitually check and update any customer information that is outdated or inaccurate. Not only will this reduce handle and on-hold time with customers, but also ensure that your team is providing a top-notch customer experience.
The most effective and obvious way to reduce on-hold time and customer frustration is to staff appropriately. Taking budget into consideration, this doesn’t necessarily mean you need to hire more agents; staff according to call volume. Analyze your call center data to identify your high volume periods and adjust agent schedules accordingly. Create contingency plans for when agents call out, such as transferring calls to remote agents, or adjusting the menu options to more efficiently route incoming calls.
Limit Agent Turnover
As you are well aware, being a call center agent or manager is a very high-stress job, so be sure to reward agent performance and do what you can to ensure they are comfortable on the job. Even something as simple as allowing agents to keep small personal items in their work area can increase their feelings of loyalty. Regularly check in with agents and encourage suggestions for improvement on any level of the customer interaction. Keep in mind the time, effort and costs associated with replacing skilled agents, and do your part to make their work environment more enjoyable so they can focus on helping your customers with their issues.
In many cases, implementing one of these tips in your call center is enough to significantly reduce on-hold time and customer frustration when interacting with your business over the phone. Focus primarily on the improvements that will yield the greatest results. You can tweak the details once you have made progress on the key drivers.