Editorial
The Gist
- Resolve issues fast. Identifying and addressing misrouted calls enhances customer satisfaction.
- Boost rep morale. Proper call routing significantly improves representative satisfaction.
- Enhance operational efficiency. Streamlining communication processes reduces costs and saves time.
Contact center management is considered to be one of the most important areas in any company that provides products and services to their customers. Customer center management handles customer communication and manages the representatives in communication with customers in an effort to navigate interactions to resolve any issues or inquiries. Customer and representative satisfaction are major key performance indicators (KPIs) for managing the contact center, reflecting the efficiency and the company’s aim to maintain customer gratification.
Nonetheless, no system is perfect including that of contact center management, which is why it is necessary to identify these issues and work to resolve them. One of the main issues identified in the contact center space is misrouted calls. Misrouted calls are typically a result of a lack of comprehensive mapping of customers’ call intent to the appropriate representative queues.
Misrouted Calls Increase Customer Frustration
As a result of misrouted calls, customers ended up spending more time on the call than they intended, leading to frustration on the customer’s part. Misrouted calls will then need to be rerouted to the correct representatives based on the customer’s need for a product acquisition or servicing.
At this point, the customer will end up reiterating the same details on multiple calls to multiple parties. Consequently, the customer’s satisfaction is impacted negatively due to more unnecessary time spent on the call and sometimes additional subsequent follow-up calls.
Related Article: The Importance of Contact Center Agent Well-Being
Misrouted Calls Lower Representative Satisfaction
Another KPI that has a major impact because of misrouted calls is representative satisfaction which may be overlooked. While there is, rightfully, a concern for customer satisfaction, it is easy to overlook the effect this may have on the representative who may be equally frustrated while feeling helpless in the situation.
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Due to misrouted calls, representatives spent their call time on calls where they are unable to provide customers with any meaningful assistance. This lessened their opportunities to be able to provide aid in calls that are tied to their specific division and skillset.
Related Article: Controlling Contact Center Costs the Right Way
Misrouted Calls Drain Contact Center Efficiency
An additional concern that arises is contact center operations inefficiencies. Any time a representative answers a misrouted call, it leads to an additional expense to the contact center due to the time spent not providing meaningful assistance to customers. Consequently, the contact center’s performance in terms of sales profit experiences a noticeable decline.
Revamping Menus to Reduce Misrouted Calls
For the purpose of addressing the issue of misrouted calls in the contact center, a comprehensive list of intents (menu options) needs to be made available on the voice line and their mapping to the representative queues. This list of intents will need to continuously be monitored based on the data of misrouted calls and identify opportunities to either introduce new intents or modify existing ones.
Additionally, it is necessary to evaluate queues and identify opportunities for splitting or creating new queues to improve the efficacy of the contact center and subsequently improve both customer and representative satisfaction.
Final Thoughts on Contact Center Management
In reworking contact center management to include a more streamlined communication form through a menu of intents, the process between representatives and customers is further simplified. Misrouting and miscommunication will no longer disrupt the flow of information between parties, reducing frustration, saving time and preventing negative impacts on the company's profits.
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