Measuring Call Experience Can Improve Customer Satisfaction

In 2021, monitoring call quality is crucial for businesses’ measurement of customer experience. Here, Matt Brown, Vice President of Product at Voxbone, now part of Bandwidth says poor call quality means poor CX. As UCaaS, CCaaS and CPaaS begin to blur, the real differentiator will be the ability to positively impact customer satisfaction. See how call analytics platforms do the heavy-lifting of delivering real-time views of caller performance that can significantly impact the bottom lines of businesses.  

In 2021, call quality is something you absolutely need to think about if you’re not already.

VoIP and cloud communications offerings, in the last couple of years, have begun to overlap as the lines between UCaaS, CCaaS and CPaaS begin to blur. With that in mind, the real differentiator for these competing and clashing services, tools, and platforms appears to be the ability to positively impact customer satisfaction and experience.

Pandemic Pressure

It’s worth mentioning that the COVID-19 pandemic has been a pretty big accelerator for the movement to cloud, which countless companies have relied on.

And not without significant benefits. Implementing cloud-native communications means you can both expand your global footprint quickly while cutting the usual costs associated with operations.

Unfortunately, this isn’t all sunshine and roses. One thing that tends to haunt your average cloud comms engineer is the potential for call quality issues. Simply put, when it comes to moving to the cloud, it can be hard to keep an eye on voice quality.

Call quality issues can be due to your voice providers underlying network, but more commonly it’s because of the lack of transparency when it comes to call routing and delivery.

Which is where measuring call quality comes in.

Source: Voxbone

Enterprises, Resellers or Both?

If you’re a big business you’re likely already measuring your sales and network quality data. So adding call quality to the mix just makes sense if you want to get better insights to add.

This gives you a much clearer picture of how your calls are performing and allows you to find potential bottlenecks in your network. Bottlenecks that, left unchecked, could damage your sales teams capability to close, or interrupt business calls that could make all the difference.

If you’re a reseller then your customers rely on the quality of your connections that you supply as part of the voice services you provide for them. 

Essentially, this means the benefits of monitoring your call quality are twofold. First it means that you get to keep a close eye on any connection issues that could be affecting the voice network you’re providing. Secondly, it gives you another USP for your business as customers can get access to visibility from you on their call quality. 

It’s a no brainer really.

Learn More: Modern Contact Centers Are Mission-Critical for Improving the Agent Experience

Aggregation Aggravation

If you know how your average voice provider runs their network you’ll be aware that not all networks are created equal. With plenty of VoIP companies aggregating their coverage from other providers.

This tends to create a problem when measuring the quality of your calls, as you often have to rely on expensive 3rd party tools that might not give you the whole picture. Plus, these tools normally give you a snapshot of your call quality rather than an in depth analysis.

Basically, if your provider or your provider’s provider is using a public data connection i.e. the public internet, then at some point you’re going to have connection problems because of things like congestion and routing.

The internet’s great for many things (and awful for others), but one thing it lacks in is high-quality real-time communications.

A Different Kind of Customer Experience 

There’s real value in owning the sweet spot between customer experience and customer service. 

To do that you have to have visibility on every one of your customer interactions and touchpoints to make it simpler to provide the necessary level of support for your customers.

When it comes to VoIP, whether you’re providing voice capabilities or using them for your service, your customers are going to be the ones that suffer when it comes to your calls.

If you have even a 10% packet loss for example your voice quality is going to be pretty bad. Imagine not hearing 1 word in 10. Bad user experience is a killer when it comes to conversion rates and incidentally your bottom line.

So, as voice quality is evidently a major factor for CX, it becomes crucial to measure it. Something difficult for companies that have not done it in the past. 

Learn More: 3 Ways Contact Centers Can Drive Omnichannel Experiences

Real Time Results

As we said earlier, so far, doing this has been very time-consuming and very costly in real time, depending on a mix of carrier metrics (if available) and third-party solutions that typically require some kind of test to be introduced within your own network.

So it’s no wonder that all but the most dedicated evangelists of call quality either fall back to relying on intermittent automated number checking or don’t bother at all.

There is an alternative to this though. There are a few voice providers that give you the ability to monitor the calls you’re pushing through their network. If monitoring call quality is a must have, that’s where you need to start.

In fact, we just set up a new call analytics platform that gives a real-time view of performance. 

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