Your call center queues can be selling engines for your business if you manage them to share marketing information and to get referrals.
How your call queue works and what information it shares determine whether it’s a lengthy bore that turns off customers, or a selling engine for your business.
Cut, Cut, Cut
Cutting your call queue wait times make customers and prospects believe that you are responsive. Use every tip and trick you can find to segment your traffic, get the right problem to the right person, and complete most tickets on the first call. A good sampler of speed up ideas is shown in the AVOXI article 6 Tips to Reducing Long Call Queues
Better still, anticipate what will generate calls and get rid of those problems. Don’t let your product manager blow off the fact that the instructions with the CD say “blue connector” when you are actually shipping a “red connector”. That’s a sure-fire call center traffic generator that will steal the profit on each sale. Instead, tear down and repackage the outbound CD with the right instructions.
Listen to your call center manager about the types and details of the calls you are getting. Identify common problems and find a way to prevent the problems and the calls they generate.
Provide Incentives and Ask for Referrals
Once you’ve headed off common problems that users face, your call queue wait times will drop and customers will be more satisfied with your service.
Ask your satisfied customers for referrals and provide BOGO certificates and discounts and incentives for referrals.
Work out on paper what your customer acquisition cost has been, and work out a per customer budget figure for customer acquisitions. No two businesses have the same numbers so we can’t give a number that fits everyone – it’s greatly dependent on your pricing and cost structure. But you know your numbers, or should, so work it out. When your done, use that number to size up your incentives to offer for “buddy deals” and BOGO offers.
Script your buddy deal conversations. Keep them short, and use friendly questions. “Do you have friend or colleague who might ….?”
Share Your Product News
While customers are in the queue, they should hear very short messages about product upgrades, new products, free offers for upgrades and training, and answers for the most common problems your help desk is handling.
Just keep in mind that your customers are not on the line for an upgrade, there probably trying to get a document to print 10 minutes before a big meeting, or something similar. So people stressing out on a help line want to know their wait time first, hear fix-it-yourself FAQ’s second, and hear product update or product release information third.
Think how you react – if you know that there’s only 2 minutes waiting and that the help desk can probably fix your problem, you won’t mind hearing a 20 second product update blurb. Reverse the order, and you’ll be stressing out.