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A study undertaken by Ozonetel, an Indian provider of on-demand cloud communication/telephony solutions, has unveiled interesting insights pertaining to the call center industry in the backdrop of lockdown enforced due to COVID-19.
This study is an analysis of a sample set of 150 million calls made on Ozonetel’s CloudAgent platform by nearly 76659 active agents in 2020. The analysis covers both in-bound and outbound calls made on Ozonetel’s platform across various verticals, including ecommerce, food, healthcare, insurance, Ed-tech & real estate call centers. The study also includes how COVID-19 affected customer experience and call center performance.
Key findings of the report:
INSIGHT: This year many agents were forced to switch to work from home, and some in countries like India had to use their PSTN lines to answer calls. This mean that they could not use the auto answer facility that otherwise speeds up answer rates.
INSIGHT: This metric indicates how impatient the customer is. This year, though we have a clear decrease in average queue times, yet there is an increase in abandonment rates. This indicates that customers have become more impatient and expect faster service than before.
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INSIGHT: An increase in talk times can indicate that agents are unable to resolve calls fast enough or that customers need to speak more to explain their issues. Increased talk times in ecommerce and food delivery verticals indicate a change in the kind of conversations taking place. Meanwhile, reduced talk times, as in the case of healthcare & pharma, is likely to be due to the increased pressure on agents to close calls faster due to a corresponding increase in call volumes.
INSIGHT: One reason wrap times increase are when there are changes in what customers are saying, and agents cannot find an appropriate disposition code to tag this conversation. Another reason could be an increase in having to schedule follow up calls or SMS. With the changes this year, both these could be likely reasons for an increased wrap time. If this is the case, call center managers may need to edit and add new codes.
INSIGHT: When answer rates decline, it generally indicates a drop in data (you are dialling numbers prospects/customers who do not want to be contacted), people are not answering calls (possibly not answering calls from unknown numbers, or just more busy). But this year, you also need to consider that the number of calls dialled per agent has sharply increased with more businesses using automated diallers. So, a slight decline in answer rates when a larger database is being reached out to is expected.
Speaking about customer experience matrices in this unprecedented year, Chaitanya Chokkareddy, Chief Innovation Officer, Ozonetel said, "While COVID-19 is still at large, customer experience has never been more important. Needless to say, the year was incredibly difficult for call centers, but as they say, the show must go on, COVID or no COVID. We are happy that we were able to promptly assist call center agents to work from home thereby ensuring business continuity for them. In this study, we have analysed various parameters and compared the same with last year. We have also analysed data from before, during and after the lockdown to understand the various trends in customer experience as well as agent efficiency. We believe this report will be useful to all stakeholders of the call center industry."
Published: Wednesday, December 30, 2020
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