Good Caller Experience Drives Operational Efficiency

With an increasing amount of research telling us that customers will go elsewhere after a bad experience but stay loyal after a good one, aligning customer experience best practice with efficiency measures has never been more important.

Rick Kirkham, Head of Customer Experience at Brand Audio says, “The good news is that all the elements of a good caller experience also drive operational efficiency. For example, every customer that reaches the right place first time is one less call transferred; every customer that stays on the line listening to an engaging queue experience is one less caller who may abandon and ring a competitor instead. Sound generates feelings and emotions and these in turn drive caller behaviour, which means the words and music you choose really matter”.

Brand Audio has developed a methodology for maximising every call. Karena Fraser, Creative Manager tells us; “Time is becoming increasingly short as people juggle their work and family life, and the ability to become irritated by being given poor choices on the phone or being misdirected is high. When a customer calls it is now critical for companies to hit the right tone on the phone straight away. If the customers’ attention is captured and they’re spoken to in a personal way, using language they’re comfortable with, they’ll choose the options that deliver them to the right place first time and be more inclined to stay on the line. Our mission is to ensure that customers reach agents in the best frame of mind. For example, Haven Holidays use music as an important part of their brand awareness and we work closely with them to ensure that the mood is captured across all of their telephone touch points. The evocative music resonates with their customers and this association with music remains in the minds of their customers during the call and generates positive emotions as they get through to an agent.”

All content is tailored and produced in Brand Audio’s in-house studio facilities, which is then deployed to the clients existing platform or via the Brand Audio Player, a unique technology which also allows clients to personalise and schedule queue and hold content in advance – this ensures their caller experience is always up to date and relevant. It is this level of personalisation that prompted NHS Blood & Transplant and their outsourcer Teleperformance to choose Brand Audio as their partner to inform callers during urgent needs for blood types and specific educational campaigns.