Call centers started in the 1960’s and they’ve evolved a lot over more than 60 decades. From the 1970’s when telephone booking systems were patented and headsets were made popular thanks to NASA, to the 2000’s when the internet made things more computer-generated and automated. Now, in the 2020’s, call centers are turning to tools like AI and virtual agents to navigate customer support.
Today, we think of call center flows similarly to wayfinding graphics in an airport or on a highway. The purpose is to quickly inform you of your options and direct you where you need to go. The experience should be pleasant, but above all efficient. And for some, what we’ve learned might surprise you.
What works. And what doesn't.
No one likes a long greeting.
You might want to put it all in the greeting—from the hours, to the holiday closures, to the menu, but the best experiences consider the customer timeframe. Keep your greeting short and your information in the menu. This means that your hours and location should be in your menu to help customers efficiently get where they need to go.
“Please listen carefully as our menu options have changed.”
Did you tune out that headline? Yep, we did too. We all know that line. And we all need you to skip it. If you really must, keep it as brief as possible: “Our menu options have changed,” then move on quickly.
Keep menus clear and simple.
Keep call routing efficient for stronger employee satisfaction by keeping menus simple and clear for a positive customer experience. Avoid industry language, internal department naming, or a long list of frequently asked questions. Instead, create menu names based on word-for-word customer inquiries and, if an FAQ is essential, a submenu with very clear and simple options.
Hold music or elevator muzak?
The best hold music, is no hold music. Rather, the sound of your issue being resolved quickly and efficiently. However, if you do have hold music, are you making the most of it? While no one should hear much of it, what are you doing with that time or did you dismiss it with whatever free hold music option presented itself first? What do your choices say about your company? What do they say to your customers? Review your company branding and identify opportunities to be dynamic, share your personality, and engage uniquely with your customers, even as they (briefly) wait.
For more on making the most of your hold music, check out one company’s original hold music that was enjoyed so much, it went viral. And because any publicity is good publicity, check out YouTube’s FunkadelicPeach review of brand hold music that just doesn’t hold up.
Accessibility is an unspoken requirement.
Language and accessibility options are non-negotiable, but there’s no need to overstate the options. Clearly state language and accessibility options up front in the greeting and keep it as brief as possible. Ensure you have options to assist various impairments, even if they cannot be accommodated via phone.
Callbacks always offer an out.
When your hold times rise, it’s imperative to institute a callback option to show your consideration of the customer’s time. Not all customers will elect the option, but it will provide comfort to every single caller to know that they have options and are not stuck. These small efforts make big waves for customer satisfaction.
“Press zero.”
Don’t put your human interaction behind a magic door. Always identify the option to speak with a human in the main menu. When you assume callers will press zero, you create an additional point of pain or frustration for a percentage of your customers needlessly. And always create a path to escalate an issue quickly, easily, and without friction. When callers understand that humans are easily accessible, they are more willing to entertain other options first.
K.I.S.S.
Think of call flows like the age old acronym—Keep It Simple, Stupid. If there are words you can eliminate, steps can you simplify, or transitions you can streamline—do it. Keep the kindness, but cut all of the fluff. Customers don’t need to hear your tagline. They don’t need your AI to respond with empathy. They really just need to get where they’re going as efficiently as both of you can mange.
Creating a Call Center Flow That Works.
Identify your most common call reasons.
This will be the framework to guide a customer-centric call flow.
Make menu options very clear.
If you frequently receive calls with billing questions, your menu option should be “billing questions” not “accounting” or “financial services.” Your customers or callers do not care about your department naming
Use automation or recordings for simple, self-service information, but don't require it.
Automations or recordings should stand alone in the menu. Examples of this might include, “physical address” or “check my balance.” They should not be a required portion of a menu item. For example, if someone has a billing question, don’t require them to hear their current balance, the date the last payment was made, etc. Rather, provide that as a separate submenu option.
Advanced queueing is informed queuing.
If you experience a high number of call transfers, this is a great area to evaluate to ensure that the right team members are taking the right calls the first time. This increased efficiency is beneficial to every line item—from team member satisfaction to customer experience and of course, profitability as well.
Test. Evaluate. Adjust. Repeat.
Your call flow is just that, a flow. It’s malleable. It can be changed, tweaked, and adjusted to perform optimally. Evaluate the data from your call flows routinely. We always advocate for automated, routine reporting. As you notice patterns or areas where you can improve, make the adjustments and restart the test. You can evaluate the first 48 hours of a new call flow through live dashboard technology that allows you to analyze what’s happening in real time. Just like the decades of history this experience has been built on, preferences and experiences evolve and need to adjust with the times.
Learn more about customizing a call flow that works uniquely for your business and your customers through our Contact Center product page.