Mike Murley, Sales Director, ASC Telecom UK, says that the ‘real’ margin opportunity in call recording is achieved through selling a broader range of solutions with voice recording at the core.
“Voice Recording is now part of many dealer portfolios, but Quality Management (QM) applications are a rarer breed, despite the significantly higher margin opportunities they offer. ‘One application that presents huge opportunities to the dealer is QM in the contact centre,’ states Mike Murley. ‘Organisations are focussed on workforce optimisation, which means they need to be able to measure and improve the performance of their contact centre agents. Whereas the voice recorder is often a distress purchase to meet compliance, QM is a value add application which can be justified with a compelling RoI proposition. It can also attract a wide range of services, from training to bespoke integration services’.
Although QM is not a new proposition, it is still used by a relatively small number of contact centres, notes Mike. The UK has over 6,000 contact centres of varying sizes, and just a small proportion currently use Quality Management software. ‘Many contact centres still use side-by-side coaching, or manually record and evaluate calls using paper-based methods’, comments Mike. ‘Managers tasked with achieving quality goals using these techniques will regularly acknowledge that it is inefficient, and they could be much more effective and efficient if they had a QM software solution to help.”
Murley points to other upselling applications such the capturing of a certain profile of calls, for example, three calls, per agent, per week. A user portal allows the call centre supervisors to replay their agents’ calls and also have on their own screen a score card or evaluation template which they will fill out as they listen to each call. The call and score card can then be saved and used for agent coaching or reporting on performance of groups or individuals.