Understanding Call Handle Time and Lead Attribution for Your Business
Outsourced call centers are on the rise, for a myriad of reasons, from cost-effectiveness to improved productivity to scalability. If you are outsourcing your call center, it’s important to understand how to use your response center’s analytics.
Call Handle Time
Handle time, or the amount of time spent speaking to a guest on a phone call, tends to vary based on each client, based on the information they want conveyed to the guests and the number of pre-qualifying questions asked to ensure that the guests will purchase your product or service. Handle time can be based on a diverse range of factors, so it’s crucial to keep that in mind when analyzing your call center’s handle times.
A call center can follow a process to ensure that they deeply understand both their client’s and guests’ needs, starting with defining the persona of an ideal customer and delivering the most qualified leads based on that ideal customer.
While it is crucial to provide customers with solutions as quickly as possible for the sake of ease and convenience, it is also important to offer them an effective service and customer satisfaction in truly resolving their problems.
Call handle time can be impacted by a number of factors, including slow computer systems, ineffective routing, poor call center training, high turnover, overly complex processes and lack of management support, according to VHT. And according to CallMiner.com, there are a number of obvious benefits to reduced call times, including an improved customer experience, better operational performance and reduced costs.
That being said, there are pros and cons to longer handle times. When a call center representative spends more time speaking to a guest, this generally means that they are taking the time to build a lasting relationship, as well as trust and confidence in the client, so that the guest is more likely to not only book and attend the appointment but also purchase the client’s product or service.
On the flip side, shorter call times tend to translate to more robotic interactions, where representatives are simply taking orders as quickly as possible in order to move on to the next guest. This method could mean higher reach rates but lower book rates, and it’s less likely to lead to lasting customer relationships.
At SignatureResponse, we pride ourselves on building relationships with customers, rather than simply taking orders. Our longer handle times mean more empathy with your guests, less robotic interactions and a higher NPS, meaning your customers are more likely to purchase your products or services, because they trust you as a client. We know how to ask the right questions or even the next question when consumers are hesitating to book the appointment.
It’s also essential to understand where your guests are coming from, in order to better understand your marketing strategy as a client. At SignatureResponse, we attribute your leads by directly asking your customers where they heard about your product or service, whether from TV or radio or social media, tracking your leads throughout the entire process to conversion. This lead attribution allows you as a client to determine ROI for your entire marketing budget.
Here at SignatureResponse, performance analytics are at the heart of our response center and everything we do. If you’re ready to turn your analytics into action with SignatureResponse, contact us today to schedule a call.