Why Are Your Web Customers Calling the Call Center?
In talking with a past client today regarding call center metrics, a measurement came up that we see people try and measure but not enough actually do. The measurement I am referring to is the percent of web orders that begin on the website but are finalized in the call center. In this particular case the percent has dropped from 55%, down to 25%.
This reduction is significant not only because of the reduction in costs, but because it shows how this company has uncovered problems with their online processes. Too often this number stays stagnant or increases. You may never be able to get rid of web orders that need to be completed in the call center but you need to identify why the calls occur.
Stronger companies will categorize and analyze why calls occur and develop a strategy for solving them, this will eventually lead to a reduction in the inbound calls to assist customers with web orders. Here are some of the most commonly found reasons for customers completing their orders in the call center:
1. In-sufficient product related information, including use and care or technical documentation.
2. In-sufficient product photos accurately depicting the product. Not just one or two photos but all aspects of the product, dimensions and colors. Often times videos are needed to demonstrate a product or provide customer reassurance.
3. Confusing product availability or expected ship dates for a product.
4. Obscure or non-existent shipping & processing fees until the point of check out.
5. Clunky check out process with confusing pricing, taxes and shipping and processing options.
6. Forced, cumbersome registration processes.
7. No ability to do customer self help on the site.
If your customer hasn’t just totally abandoned the cart and has opted to call you, then you better make sure that you record what the problem was in addition to placing the order for them. The goal needs to be to analyze the various problems and quickly implement solutions to resolve the issues.
Companies that have a larger amount of inbound calls pertaining to web orders more than likely have a large percent of abandoned carts on the website. Many marketing related guru’s may look at the cart abandonment but not consider the increased inbound calls. By looking at both the marketing and call center aspects, you will be solving both – increasing the gross demand through efficient and effective web applications and reducing the call center costs from inbound calls.
When was the last time you reviewed this metric for your call center? How often are you taking customer calls because your website isn’t functioning in a way that focuses on the customer?
Identifying call center problems and developing a strategy for improving the issues and measurements is F. Curtis Barry & Company’s core competency — let us help you.
Brian Barry is a Senior Consultant with F. Curtis Barry & Company, a multichannel operations and fulfillment consulting firm with expertise in multichannel systems, warehouse, call center, inventory, and benchmarking; Learn more online at: http://www.fcbco.com.
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