GoResponse Telephone Answering Service Staff

Channel pivoting can reduce customer queue frustrations

queueAsk customers about their frustrations when contacting call centres, and many of them will say that long queuing times are one of their top annoyances. In a bid to reduce queue length and placate many people’s feelings, telephone answering services can channel pivot. This involves directing customers to other forms of communication, thereby reducing queuing times and allowing people to get a resolution faster.

Earlier in 2015, HMRC began such a scheme, directing people to use Twitter instead of spending time trying to get through on the phone. Unfortunately, the tax service saw a huge failure in this approach, largely because conversing about tax issues in such a public forum was not suitable. In addition, HMRC disappointed customers with a lack of responsiveness; something that is essential when using social media channels.

However, despite HMRC’s failure, channel pivoting can be an excellent operational process when used correctly. Some solutions provide a way to identify the most appropriate communication channel for individual customers, basing such distinctions off a number of configurable rules. If a negative tweet is picked up, for example, software can automatically trigger a warning that sends a specific message or initiates a direct call based on the social media content.

For call centres that want to maximise their communication channels and decrease customer frustrations, channel pivoting can be ideal. As long as each channel provides consistent service, this method can boost both performance and customer services quality.

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