Harnessing Your Call Center’s Untapped Sales and Marketing Potential

Harnessing Your Call Center’s Untapped Sales and Marketing Potential

Last Updated on January 31, 2019


Wouldn’t it be nice if customers contacted your company’s call center, just to tell you what a wonderful job you’re doing? That’d be as great as winning big in the lottery … and about as unlikely to happen.

Fact is, when customers dial your call center, they’re usually in a bad mood and looking to have their problem resolved now, if not sooner. That’s why first call resolution (FCR) is so important. Providing customers with a “one and done” fix to their problems improves customer loyalty and lowers customer attrition, reduces your operating costs, and increases sales opportunities.

Keeping the customers you currently have happy and satisfied is far more cost-effective than chasing after new customer acquisitions. According to a study published by Jupiter Research, companies that identify and respond to loyal customers can reduce their customer acquisition costs by 27%.

It brings to mind the proverb that goes “Make new friends, keep the old; one is silver, the other gold”. It’s sage advice; and it applies to your customers as much as it does to your personal relationships.

You want to keep your current customers happy. And one of the best ways  to do that is by making sure their needs are met the first time they reach out to you with a problem or concern. No surprises there. What might surprise you, though, is how acing FCR can transform your call center into a powerful extension of your company’s sales and marketing division.

Harnessing Your Call Center’s Untapped Sales and Marketing Potential

Most companies understand the importance of that moment of truth when a frustrated customer gets a customer service representative (CSR) on the line. If the CSR drops the ball, the company could lose that customer forever. However, if the CSR takes care of the customer’s needs on the first call, not only will you retain that customer, you’ll create a golden sales and marketing opportunity.

Research conducted by SQM Group indicates that customers who have their problems resolved on the first call are 20% more likely to accept a cross-sell or up-sell offer. When your CSRs are FCR rock stars, it’s like adding more staff to your sales force at no additional cost. There are positive marketing implications for high FCR performance as well.

It’s no secret that today’s market is heavily driven by word-of-mouth. Social media, peer reviews, forums and message boards all make it easier than ever before to sound off about a company. By focusing on improving FCR performance, you can be confident that what your customers have to say about you will boost your bottom line.

The Peppers&Rogers Group, a management consulting firm, suggests that the companies positioned to excel in today’s market are those that choose to shift their call centers away from being simply “reactionary environments,” and towards more of a proactive, relational role with customers.

Some of the most successful companies in the world – Amazon and Zappos come to mind – have built their businesses on the cornerstone of awesome customer service and a relational role with their customers. Improving your call center’s FCR is an important step in following their lead.

Call Recording Software from Versadial is the Tool You Need

Here’s an encouraging statistic: A study published by the Ascent Group shows that  60 percent of companies that measure FCR for a year or more report an improvement in their performance. The benefits of improved FCR, including an increase in customer loyalty and sales, are attainable … if you’ve got the tools in place to make it happen.

When it comes to tools that are capable of producing measurable gains in FCR for your company, call recording software is the ultimate solution. Versadial invites you to utilize their call recording software to improve your FCR and tap into your call center’s unrealized sales and marketing potential.

With a call recording solution from Versadial, you’ll be able to analyze the root causes of your current FCR performance. What’s more, you can then customize training and coaching sessions for your CSRs to ensure they’re getting customer service right the first time, every time.

Contact Versadial today to learn more about how their call recording solutions can help you improve your call center’s FCR performance and provide a boost to your sales and marketing.

Last Updated on January 31, 2019