The Queuing Quandary
No one likes a queue. Queues are a waste of contact centers' resources and customers' precious time. A Mintel study found that 90% of contact center users are angry and frustrated with the system – particularly with long wait time.

Customers who are forced to wait on hold may resent your company for not valuing their time. If you're lucky, customers will vent their frustration on your agents – but 

Your business can't afford to lose customers, but your contact center can't afford to hire enough agents to handle call volume, especially when you experience peaks and valleys in demand.

Technology solutions such as CTI, workforce management, and skill-based routing can help improve labor efficiency but cannot prevent queues from forming.

It seems that frustration over long queues is an inevitable part of contact center operations. Or is it?

Invisible Queue » Visible Queue » Virtual Queue
Not all queues are created equal and some queues are better than others. Customer behavior in queue situations can depend on whether the queue is invisible or visible.

• Invisible queues are those where customers can't see current queue conditions, such as when they reach a contact center that doesn't announce estimated wait time. Since customers aren't informed of wait time, they may quickly become discouraged as hold time drags on. This can lead to increased abandonment and customer frustration – even for those who eventually reach an agent. Customers waste precious time complaining about their experiences and may even ask additional questions on the call so that speaking with an agent was "worth the wait."

• Visible queues provide customers with information that they can use to determine the best use of their time. When they hear the estimated wait time (EWT), callers may decide to abandon immediately or may judge that the wait is acceptable and remain on the line to speak with an agent. This visibility can alleviate some customer frustration and reduces the amount of money contact centers spend on queue time for callers who eventually abandon.

But even visible queues have problems. Contact centers still waste significant amounts of money on queue time. And even if customers are educated about wait time, they still have to wait on hold – unless they've reached a contact center using a virtual queuing solution.

• Virtual queues provide customers with information about current queue conditions and present them with options for handling their wait. Customers are informed of their EWT and offered the choice of remaining on hold or receiving a return call when it is their turn to speak with an agent. Customers who choose a return call can hang up the phone and let the system maintain their position in queue.

With virtual queues, customers are educated and empowered with choices for managing their time. Customers have a better experience and your contact center reaps the benefits:

• Reduced ASA

• Reduced abandons

• Increased labor efficiency

• Reduced toll costs

• Increased customer satisfaction. 

Virtual Queuing: Eliminate Wasted Time
Virtual queuing systems allow customers to receive callbacks from agents instead of waiting on hold. While there are several different varieties of virtual queuing systems, a standard "First In, First Out" system that maintains the customer's place in line is set to monitor queue conditions until the EWT exceeds a predetermined threshold. When the threshold is crossed, the system intercepts incoming calls before they enter the queue. It informs customers of their EWT and offers the option of receiving a return call in the same amount of time as if they waited on hold.

If customers choose to remain on hold, their calls go directly into queue. Customers who opt for a return call are prompted to enter their phone numbers and then hang up the phone. Virtual placeholders maintain the customers' places in line while the ACD queue is worked off. The virtual queuing system monitors the rate at which calls in queue are worked off and launches an outbound call to the customer moments before the virtual placeholder is due to reach the top of the queue. When the callback is answered by the customer, the system asks for confirmation that the correct person is on the line and ready to speak with an agent. Upon receiving confirmation, the system routes the call to the next available agent, who handles it as a normal inbound call.

Customers don't measure this "virtual queue" time as "hold time" because they were free to pursue other activities instead of listening to hold music and announcements.

Comparing traditional and virtual queuing timelines shows the difference in the customer experience.

In this first example, the customer waits on hold in a traditional queue for 8 minutes. When he's finally connected with an agent, he talks for 4 minutes – but some of that time is spent complaining about his long wait! Note that many customers in this situation would abandon the queue before reaching an agent and retry the call later, resulting in additional toll costs for your contact center.

In the second example, the customer is treated by a virtual queuing system. She listens to a "welcome" announcement that informs her of her EWT and offers her the option of receiving a return call rather than waiting on hold. She prefers to remain on hold, so her call enters the queue and she is connected with an agent when her turn arrives. It's unlikely that she will waste talk time complaining about her experience because she was informed of her estimated wait and presented with options for managing her time.

The third example shows a customer who is treated by the virtual queuing system and chooses to receive a return call in the same amount of time as if he waits on hold. After entering his phone number and speaking his name, the customer hangs up the phone and a virtual placeholder reserves his spot in the queue. This "virtual queue time" saves toll charges (because the customer is not on the line) and frees up the customer's valuable time. When the placeholder is near the top of the queue, the system calls the customer back, greets him, and puts him back in queue at the top of the line, where he is next to be answered by an agent. Since the customer has had a positive experience, there's no need for him to complain about a long wait – though he might take a few seconds to thank you for providing such great service!

The advantages of virtual queuing are clear: better customer experiences and improved contact center operations.

Benefits of Virtual Queuing Solutions
The benefits of implementing a solid queue management strategy using virtual queuing make a compelling business case. By eliminating wasted queue time, your contact center will:

• Reduce ASA – return calls don't go to queue until an agent is available

• Reduce abandons – customers have an alternative for service without waiting on hold

• Increase labor efficiency – calls have shorter handle times and better distribution

• Reduce toll costs – "virtual queue" time does not incur toll charges

• Increase customer satisfaction – show respect for your customers' valuable time.

A recent case study performed by Benchmark Portal for virtual queuing user Atmos Energy showed:

• Average handle times for answered calls decreased by 10%

• Staffing was reduced by the equivalent of 17 full-time agents

• Toll costs for calls waiting in queue decreased by 93%

• Customer complaints to Atmos and state public utilities commissions decreased. 

Atmos Energy's experience isn't unique. Wanda Munger, Assistant Vice President of Small Business Services at BellSouth, noted that BellSouth's virtual queuing solution "has reduced our abandons by more than 50% and increased agent efficiency by over 20%. We've achieved these results while providing a more positive experience to our customers."

A good virtual queuing system will integrate with your existing technologies, such as CTI, workforce management and skill-based routing, to maximize the benefits of all systems. Virtual queuing is an integral part of a comprehensive queue management strategy.

The benefits are clear for your customers and your contact center. In a competitive market where customers demand better service in return for their loyalty, can you afford not to implement a virtual queuing solution?

About The Author
Amy Roberson's role as Senior Business Analyst for Virtual Hold Technology is assessing the needs of diverse clientele and developing strategic solutions to increase customer satisfaction and reduce contact center costs. Formerly with Xtrasource (an outsourcing solution provider), she has a comprehensive understanding of the challenges facing today's contact centers.

About the Company
Founded in 1995 on the simple premise that customers demand and deserve more respect for their valuable time, Virtual Hold Technology provides software solutions that help companies manage periods of high inbound call volume, thereby increasing customer satisfaction, loyalty and contact center efficiency