Misrouted Calls Frustrate Customers

Callers often find themselves on misrouted calls to the wrong place, which results in them being transferred. Frequently they have to start again when speaking to a second agent, which causes a high degree of caller frustration.

Misrouted calls – The Black Hole

Sometimes calls are transferred to a black hole with no one there to answer, or worse still “IVR Hell” where none of the option fits their needs and there is no way out. In the worst case customers are unable to get the service they require or they are “default routed” to an agent and the caller is asked to repeat information they have already given/entered.

Self-service systems, especially touchtone, often have complex menu mazes. These can lead to misrouted calls and a poor customer experience. Transferring misrouted caller’s costs time and frustrates your customers.

Two Main Causes of Misrouted Calls

Firstly they are a result of poorly designed IVR call scripts. This commonly is due to a mismatch between the terminology used in the IVR and customer expectations. For example, callers often complain that the menu did not contain the option they wanted.

Secondly the routing plans, even when well designed, are often not routinely maintained or tested. A common issue arises when changing access numbers for certain services or internal numbering plans, as the end-to-end impact on callers is not always fully considered.

Internal transfer of calls adds to the cost of handling calls, increases AHT (Average Handling Time) and reduces FCR (First Call Resolution). These are among the common performance metrics which call center managers use to manage their efficiency. Key factors that make up these measures include call transfers and where the call ends up.

The importance of the mapping between what the caller wants to achieve and how the business needs to handle that call is often undervalued. This mapping also changes as the business evolves, so it needs reviewing and tuning periodically.

With the speed of business and technological change today, the customer’s expectation is rapidly changing and their tolerance for poor customer service is decreasing.

In order to reduce misrouted calls, it often helps if you take a step back and look at your service from the customer’s perspective. Review and test your system based on the customer experience and your business needs.

Eckoh has developed a methodology for managing change in contact center solutions including:

  • Secret Shopper: Dial into the system as a mock customer
  • Document the Call Flow: Evaluate whether prompts and paths are fluid to the caller
  • Reporting Review: Determine needs, validate data and optimize visibility
  • Tuning of Speech Applications: Review the design based on data from real calls
  • Functional Testing: Additional resource for routing and call flow verification

Our customers turn to us when either their internal resources are under pressure to deliver their BAU services or they don’t have the necessary skills in house.

Eckoh frequently provides these resources to ensure on-time and successful delivery of projects from a minor change to a major redesign.

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Posted by eckoh at 2:26 PM on Nov 13, 2013

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