CRM - January 2009 - (Page 45)

A Worthwhile Excursion Into Call Recording Find out how a not-for-profit educational traveling company boosted customer service with CallCopy’s recording solution lderhostel, a Boston-based to information provided by Elderhostel. Burke says the company knew it needed travel organization, has a simple mission: provide exceptional enterprise-quality call monitoring. After learning opportunities to adults looking at several vendors, Elderhostel at a remarkable value. And the company’s settled on CallCopy, a Columbus, Ohio– delivered: In its 30-plus years of existence, based provider of contact center solumore than four million adults have partic- tions. Two components of its cc: Discover ipated in programs across more than 90 suite, cc: Voice and cc: Screen, met Eldercountries. The key to that success is the hostel’s needs—but it took more than that customer experience, for which Elder- to seal the deal. “We didn’t want a Cadilhostel relies on 65 contact center agents lac, so CallCopy was a great value for a managing 30,000 to 45,000 inbound and great product,” Burke says.“Also, the team impressed us. They were supportoutbound calls per month. ive, and their down-to-earth and However, in order to con- “When you professional demeanor together tinue to differentiate on a implement a quality customer experience, system like this, it [influenced our decision].” exBurke explains that past these agents needed to know perience in the contact center what they were doing right, can be viewed as taught her implementations and what they could improve Big Brother.” could be a challenge, but she was upon. This proved difficult with Elderhostel’s previous technology, pleasantly surprised at how well this paraccording to Paula Burke, the company’s ticular one went. “I was ready for lots of associate vice president of participant bumps in the road, especially with an imservices. “There wasn’t a solution,” she plementation of this size, but it went exsays, matter-of-factly. “There were [just] tremely smoothly,” she says. “Everybody RadioShack recorders, and we needed an was just available and there.” According to Patrick Hall, director of appropriate offering to help us deliver the best service possible.” The RadioShack client services at CallCopy, the process solution only had the bandwidth to re- took approximately five weeks, and the cord approximately three calls per agent vendor provided an installer and trainer before running out of capacity, according on site for three days, which he says is www.destinationCRM.com E standard procedure. What wasn’t typical was Burke’s request that CallCopy build functionality to ensure her agents weren’t recorded during breaks and lunch hours if they decided to make personal calls. “That was something I was surprised about from an implementation side,” Hall says. “It was refreshing.” Burke recalls how much that helped the effort to install the call-monitoring system in a positive way with the staff.“When you implement a system like this, it can be viewed as Big Brother,” she says. “We let everybody know [we] were doing it…to understand customers’ expectations because they were changing.” With the deployment complete, Elderhostel can now record all of the contact center’s calls, a far cry from its RadioShack recorder heritage. The company can also selectively record agents’ screen activity. All of this enables individual and group training to really hone in on improvements, Burke says.“Now our agents come to us and ask if we can listen to a call with them to see what they could have done better,” she reports. “We listen to calls together, and that’s how we can deliver and understand our customers’ expectations.” The new system helps employees as well. Elderhostel ranks its contact center agents from one to four, with four being the best score. Since implementing CallCopy’s offerings, the average rating has jumped from 3.17 to 3.49, a 10 percent increase. “That’s so key for us,” she says. What was also important with this implementation was ensuring that the morerigorous monitoring regime wouldn’t make agents want to sail away themselves. “One of the things we tried to do is work hard at maintaining our morale, and the good thing is, this certainly hasn’t done anything to make it a negative environment,” Burke says. —Christopher Musico the payoff THANKS TO CALLCOPY, ELDERHOSTEL HAS BEEN ABLE TO: $ record 100 percent of its inbound and outbound calls; increase by 10 percent its employeeperformance scores; monitor trends that could affect customer travel plans; and maintain morale among contact center agents. CUSTOMER RELATIONSHIP MANAGEMENT | JANUARY 2009 45 http://www.destinationCRM.com

Table of Contents Feed for the Digital Edition of CRM - January 2009

CRM - January 2009 Contents Front Office Feedback Reality Check Customer Centricity The Tipping Point The Shots Heard ’Round the World 30,000-Foot Views Of the Cloud Stuffing the Ballot Box— With Complaints The Marketing Line for ’09 CRM on Twitter Technology Helps Insurance Weather the Storm Required Reading The Google-ization of CRM The Feedback Funnel Email: What’s Inside? Shake Your Moneymakers Lead Sweet Lead Incentives at the Speed of Lightpath Sales Contentment for Content Management A Worthwhile Excursion Into Call Recording Secret of My Success Re:Tooling Connect Pint of View

CRM - January 2009

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