In today’s fast-paced digital era, customers expect prompt responses and have little patience for long call queues. So, a surge in call volume in your contact center can quickly lead to frustrated customers and overwhelmed agents.
This is where “call deflection” comes in.
What Is Call Deflection?
Call deflection is the practice of directing routine and transactional contacts toward more efficient self-service options and digital channels, freeing customer service agents to focus on more complex or emotional interactions. In addition to improving customer satisfaction, call deflection can enhance agent efficiency by reducing repetitive inquiries, leading to increased job satisfaction and improved performance.
Call deflection is a vital component of an omnichannel strategy, which includes resources such as FAQs, chatbots, knowledge bases, text, and email. Encouraging customers to use these channels can improve service levels by boosting first-contact resolution, and minimizing wait times. In fact, Gartner estimates that up to 40% of current live volume could be addressed using self-service channels.
How much can businesses save by redirecting calls to digital self-service channels? According to Gartner’s research, the potential is considerable: Digital self-service costs only $0.09 per contact, compared to $14 for assisted service.
This transition from voice interactions also caters to the growing customer preference (59%) for self-service in managing routine requests, enhancing customer satisfaction.
While call deflection offers numerous advantages for brands and contact centers, whether internal or outsourced, it's important to note that not every organization is interested in deflecting contacts or redirecting them, and there is no cookie cutter approach.
For example, companies that deal with sensitive data, or more complex interactions, and/or companies that prefer a personal human-touch, generally will prioritize voice over non-voice support, regardless of cost.
Understanding Call Strategies: Deflection Vs. Avoidance
Brands often employ call deflection and avoidance techniques as part of an omnichannel approach to customer service. Both strategies aim to reduce call volume and improve customer satisfaction but take different approaches.
Call avoidance is a proactive approach to improve products and processes, preventing unnecessary calls from happening in the first place. This involves analyzing call data to identify patterns, such as recurring inquiries or complaints, and taking action to address them. Actions may include improving product quality, creating detailed user guides, providing enhanced agent training, streamlining processes, or communicating updates on known issues.
While call avoidance aims to prevent calls, call deflection directs callers toward more efficient channels for quicker resolution. This requires contact centers to step up their game by ensuring that digital and self-service options deliver a consistently high-quality experience and that customers can resolve their issues promptly and effectively. Otherwise, it can result in frustrated customers and more repeat calls.
Another critical difference between call avoidance and call deflection is the level of automation involved. Call avoidance typically relies on data analysis and human intervention, while call deflection utilizes automation and advanced technologies. This makes call deflection a more scalable solution, allowing contact centers to handle more calls without hiring additional staff.
Use the Proper Channels to Enhance Call Deflection
With the ever-expanding array of digital channels available to customers, how do you select the right ones for the best results? It boils down to understanding your customers’ service needs, the complexity of their inquiries, and aligning them with the most appropriate self-service options.
Look at the most popular channels for deflecting less complex, transactional contacts.
- Intelligent IVR: IVR systems direct callers to the appropriate platform and automate responses to frequently asked questions. They enable self-service for routine tasks such as checking order status, scheduling appointments, or making payments.
- Chatbots: Chatbots are ideal for simple and common queries such as business hours or product availability. They provide quick links to resources and can screen customers before redirecting them to a human agent for more complex issues.
- Self-service portals: These allow customers to manage their accounts efficiently, track orders, make payments, and access personalized information. Self-service portals often provide detailed guides and tutorials to address common issues, enhancing the overall customer experience.
- AI-driven knowledge bases: AI can optimize and maintain knowledge bases by automatically updating content based on new information and usage patterns, ensuring customers always have access to the most relevant and accurate information and reducing the likelihood of repeat calls due to outdated or incorrect information.
- FAQ pages: These answer common questions about a company's products, services, policies, or procedures. They’re ideal for basic inquiries regarding shipping, returns, product usage, and payment methods.
- Text/SMS: This channel is excellent for sending order updates, reminders, or verification codes. It is also suitable for quick inquiries like business hours or location details.
- Email: The preferred method for addressing complex inquiries that require detailed explanations or attachments, such as invoices or instructions. Email is also helpful in keeping a record of communication for future reference.
5 Call Deflection Pitfalls to Avoid
When designing call deflection strategies, it is crucial to prioritize customers’ needs to avoid unintentionally causing frustration or negative experiences. Failing to do so can inadvertently trigger repeat calls, undermining call deflection's effectiveness. Poorly implemented call deflection tools can frustrate customers, leading to more calls—not less, defeating the purpose of the strategy.
Here are some common mistakes that often result in unhappy customers, higher call volume, and increased operational costs:
1. Lack of Personalization
While call deflection strategies aim to redirect customers to self-service options, they should also prioritize personalization. Customers expect personalized responses, whether automated or human. To avoid this pitfall, ensure call deflection strategies include personalized messaging tailored to customer needs.
2. Over-reliance on Automation
While automation is valuable for transactional contacts, it shouldn’t be the sole method of customer interaction. Customers appreciate human connection and may feel frustrated or disconnected if automated systems don't address their concerns and resolve issues. Instead, offer self-service options and human support to accommodate customer needs and preferences.
3. Inadequate Self-service Options
Successful call-deflection strategies depend on the usability of self-service options. If these options aren’t well-designed or easy to navigate, customers may get frustrated and abandon their attempts at self-service. Regularly assess and enhance your self-service options to make them user-friendly and address common customer inquiries.
4. Lack of Data Analysis
Effective call deflection requires continuous customer data analysis and monitoring. This includes identifying patterns in inquiries, popular support channels, and areas where customers need help with self-service options. By analyzing this data, you can make informed decisions on prioritizing call-deflection efforts that enhance the overall customer experience.
5. Need for More Information
Automated systems and self-service options may not always provide enough details to resolve customer issues fully. This can lead to customers feeling like they need to be heard or understood, potentially leading to harmful company experiences. To prevent this, regularly update and maintain self-service resources to ensure they remain effective. Also, ensure a clear pathway for customers to escalate their concerns if needed.
Tips for Successful Call Deflection
Now that you know the common mistakes to avoid, let’s consider a few guidelines to ensure your call deflection strategy is effective and will lead to a better customer experience.
Find Out Why Customers Are Calling
Understanding why callers are reaching out to you is crucial. Analyzing call disposition or customer intent reports helps identify call patterns, frequently asked questions, common service requests, and areas where information may be lacking.
By understanding the reasons behind customer calls, you can also prioritize which concerns need immediate live agent attention and which can be addressed through self-service options to deliver a quicker, more satisfying experience and optimize your resources.
Promote Self-service Options
Encourage customers to use self-service options by promoting them through your website, social media, and email. This helps deflect routine calls and enables customers to find solutions, leading to empowerment and satisfaction.
Also, ensure that your self-service options are user-friendly and easily accessible. For example, include a search function, clear instructions, and simple navigation, with regular updates.
Provide Self-service Customers with Fast Access to Live Assistance
While promoting self-service options is essential, giving customers an easy way to access live aid when required is equally crucial. You can do this by offering a “click-to-call” option within your self-service resources or providing a direct phone number for customers to reach a live agent.
Integrate your IVR system with customer relationship management (CRM) software to ensure a seamless transfer to a live agent. This allows for a smooth transfer of information and context, reducing the need for customers to repeat themselves.
Gather Customer Feedback
One of the most effective ways to improve your self-service options is by gathering customer feedback through surveys, online reviews, and direct customer communication. Use their feedback to make necessary improvements and adjustments.
Continuously Assess and Adapt
Your call-deflection strategies should evolve with customer needs and preferences. Review and analyze data regularly to gauge how well digital and self-service are performing and identify areas for improvement.
Call Deflection: A Winning Strategy for the Digital Age
Call deflection can be a powerful tool for enhancing service levels through reduced call volume, improving issue resolution and customer satisfaction, and maximizing the efficiency of your contact center. Successful call-deflection strategies rely on a holistic self-service experience, easy access to live support, customer feedback, and continual assessment and adaptation.
Remember that aligning these strategies with your customers’ needs and business objectives is vital. The goal is not simply redirecting calls but delivering a more efficient, consistent service experience across channels.
With the right tools, metrics, and mindset, call deflection can be a win-win solution for your customers and your business. It’s time to start exploring how it can benefit your contact center and deliver more value to your customers.