9 Ways Call Back can Immediately Benefit your Business

Nicole Davies
February 23, 2021
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Nicole Davies

Did you know that 60% of customers think even one minute is too long to wait on hold when calling a company or organisation? Time is precious and you can quickly lose customers if they have to wait in a queue to talk to your agents. Welcome to the power of a call back option!

Call back software lets customers request a call back from an agent, either as soon as possible or at a time that suits them, meaning shorter waiting times, happier customers, and more leads. It’s a great cost-effective solution to high contact centre demand.

Let’s take a look at the top nine ways your organisation could immediately benefit from a call back option on your website.

1) Improved customer experience 

Providing premium customer service should be at the top of the list for any organisation, and what’s a great way to improve customer experience? Getting rid of dreaded hold times when customers ring your contact centre! The cheapest and most effective way of doing this is giving customers a call back option.

Waiting on hold wastes customers’ time and leads to many getting frustrating, dampening their experience of your company. In fact, a survey carried out by Software Advice found that the majority of customers - an impressive 63.1% - prefer a callback option to waiting on hold, so it’s definitely within your interest to give it to them.  

Customer call back also syncs perfectly with the concept of offering an omnichannel customer experience, which is shown to create more valuable and loyal customers. 

Customers prefer callback option

2) Increased first-time resolution rates

It’s no secret that customers like to get their problem resolved the first time they contact you, which is why having a high first-time resolution rate is a key metric for contact centres. 

A great way to ensure more problems get resolved with just one phone call is to provide your agents with more call context. If an agent can look at customer information before taking a call, they can prepare for the conversation and be better equipped to resolve the issue. Customer call back offers this exact opportunity.

With modern call back software, a customer’s information, such as name (making the call more personal from the start) and webpages they’ve visited, can be sent to an agent as soon as they click the call back option. This means the agent knows who the customer is and gains insight into their possible issue before talking to them, all of which means the problem is more likely to be resolved during the call. 

The high first-time resolution rates created through a call back option also reduce the number of calls to your contact centre, which shortens hold times, frees up agents and makes them more efficient - no more talking to the same customer on five separate calls!

High first-time resolution is also important for the morale of your contact centre agents. Agents want to resolve issues as quickly as possible and don’t want to deal with frustrated customers who keep needing to phone back about the same issue. 

So, a call back option can increase your contact centre’s first-time resolution rates, which improves customer satisfaction, agent morale and agent efficiency. Seems like a win-win to us!

3) Reduced abandonment rates

Call abandonment rates are one of the most important key performance indicators for contact centres. A high call abandonment rate is directly related to poor customer satisfaction. 

If a customer gets placed on hold for an extended period of time, they often hang up and try again later. This leads to a high number of repeat calls, which can make busy phone lines even busier, and creates frustrated customers. 

One of the best ways to reduce call abandonment rates in your contact centre is to offer a call back option. A study carried in the USA found that after adding call back software, 32% of contact centres experienced a reduction in abandonment rates

By giving customers the choice of getting a call back, you take away the cycle of hanging up, ringing back 2 minutes later, being placed on hold, hanging up again etc., which leads to happier customers. 

Studying your call abandonment rates can be a good indication of when you should offer a call back option. For example, if your data indicates that you see the greatest number of abandoned calls when customers have been waiting on hold for one minute, you could implement customer call back just before the one minute mark in the hold line. 

Alternatively, you can give customers the option of receiving a callback as soon as there are no agents available, further decreasing the chance for calls to be abandoned. 

4) Lower contact centre costs

Keeping a customer on hold costs you money. On hold calls are often queued on a phone line that has high toll charges at your end, meaning you are being charged for every second a customer is left waiting on hold. 

A call back option is a simple solution as it takes customers out of the hold queue, reducing the associated toll charges. It also helps to free up your phone lines, which will lower trunk costs. 

By offering customer callback as soon as all your lines are busy, you could get rid of the hold line all together, further cutting your contact centre costs.

5)  Increased inbound leads

Customers who want to call you are already warm leads, don’t lose them because your contact centre is busy! A call back option is a simple solution to ensure you don’t lose possible inbound leads when all your agents are busy. 

There are two ways to set up customer call back:

  1. let customers choose a call back time that suits them 
  2. tell customers they will receive a call back as soon as an agent is free 

With either option, a customer’s contact information gets stored so your agents can get back in touch and work their magic to turn them from a lead into a paying customer. 

Moreover, as soon as a customer’s contact information gets stored in your system, you can re-target them with marketing campaigns. This means that even if they don’t turn into a paying customer immediately, they could in the future. 

Letting your customers request a callback doesn’t just ensure the retention of warm inbound leads, it also generates more leads from your website.

Call back software has come a long way from the boring web call back form customers could find on your contact page. Today, systems can be set up with widgets on key pages that nudge customers to simply pop their phone number in for a call back. This more engaging and interactive call back option encourages more customers to contact you, resulting in more leads. 

Take the company Yellow Zebra Safaris as an example. After employing Talkative technology to offer web calling and an immediate call back option on their website, inbound calls (and leads) increased by a massive 20%. 

callback option increases inbound leads

6) Smoother peak times

Big spikes in call volume can be stressful. How do you cope when you don’t have enough agents to deal with the amount of calls? A common solution is to hire more agents. 

While this might help to cope with calls during peak times, those same agents will be left sitting idle when call volume reduces. Ultimately, it isn’t a very cost effective way to deal with peak times in your contact centre. What is a good solution? A call back option! 

Offering customers an option for a call back cuts down hold times and helps to smooth out the large volume of calls received during peak times. Whether you get a spike in calls everyday at a given time, or your spikes are more seasonal, a call back option can help your agents cope with high demand when it strikes.

Not only does customer call back practically mean that all calls can be taken, it also lets your agents do their job to a higher standard. When agents know there are lots of customers waiting on hold, they might rush their current interaction and not provide the level of customer service expected by your organisation. 

With a call back option in place, agents can relax and take their time with each customer, delivering great customer experience and the best results even during times of high call volume. 

In line with this, you can control when you give customers a call back option. Only want customers to use it during peak times? Hide the option on your website during off-peak times when agents are free to deal with calls immediately. You also have the ability to hide your call back option when your organisation is closed, so you don’t get call backs queuing up outside of office hours.

7) Shorter call duration

Another metric tracked by contact centres is average call duration. While the main aim of agents is customer satisfaction, which means not rushing or cutting calls short just to keep the call time low, shorter call times are still beneficial for organisations. The faster a call is resolved, the quicker an agent can move on to dealing with another customer.

Much like improving first-time resolution rates by providing the agent with customer information before the call, a call back option can lead to shorter average call times for the same reason. With a bit of background on the customer, the agent can prepare for the call back and have one or multiple solutions ready to present to the customer. 

The amount of information collected before a call back is usually up to you. For example, with Talkative, customer call back forms can be customised. You can ask customers to fill out their reason for calling alongside their contact information, or just simply ask for their name and phone number. 

The more information you ask for, the more your agents can prepare for the call and the quicker they can complete the interaction.

8) Improved attribution

Sync callback to analytics

Customer call backs are a lot easier to track than traditional inbound phone calls. If a customer sees your number on a webpage, then enters it into their phone to call you, there is no way of gathering any data on what has led them to make that call. With call back software, you can see exactly what user journey has resulted in a customer clicking the call back option. 

This type of information is really useful for marketing and tracking the success of campaigns and communication activities. Call back software like the system offered by Talkative can be linked up to your Google Analytics account. When a customer clicks the call back option from any page on the website, this ‘event’ gets sent to your analytics, allowing you to see what page or PPC campaign the call back was requested from.

From a marketing perspective, this gives you accurate insight into what campaigns and funnels are the most successful in getting customers to contact your company. With this information, you can design future campaigns that you know will bring calls to your contact centre. 

9)  Happier customers and happier agents

We have already touched upon this in all of the mentioned benefits a callback option offers, but it’s so important we want to point it out once more. Customer call back creates happier customers, which helps to create happier agents, both of which bode well for your organisation. 

When customers wait on hold, they get frustrated, and this frustration is often taken out on the contact centre agent who eventually answers their call. When this happens on a regular basis, it can be quite demoralising for agents.

With a call back option, you take out the hold queue and eliminate customer frustration, meaning agents don’t need to deal with it. This in turn creates happier agents who can focus on delivering great customer service and solving problems, which in turn creates happier customers - it’s a winning cycle!

Download the ‘Inner Circle Guide to Video & Next-Generation Customer Contact’

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