4 - Call Recording - Market Research and Staff Training

A farmer, whose land was in a particularly attractive part of the English countryside, was looking to diversify. He recently set up a holiday company renting out chalets on his land. The set up costs for the chalets were high -in excess of £200,000. In order to recoup this investment and generate a profit, it was important that the holiday park catered for its customer requirements, differentiated itself from its competitors and if possible, provided 'value added' facilities that would generate additional revenue. An 0844 number was provided to receive customer calls.

Market research via meeting with his call centre staff provided a mixed picture of customer requirements. Spending time with the staff listening to their conversations (one side only) did not provide clear information.

Network based call recording was provided for the 0844 number. This enabled greater control. The owner then allocated time each day where he would listen to the previous day's conversations. Hearing both sides of a conversation enabled him to more clearly understand customer requirements and also identify additional facilities or services he needed to offer to grow his business.

Also see:

• Case study 1 -Call statistics - Effective Marketing
• Case study 2 - Itemised Call Statistics - Quality Management
• Case Study 3- Call Recording + Call Statistics -Effective Management
• Case Study 4 - Call Recording - Market Research and Staff Training
• Case Study 5 - Area Routing - Reduce Marketing Costs
• Case Study 6 - Area Routing - Enhanced Customer Service
• Case Study 7 - Alternative Routing Plan - Disaster Recovery
• Case Study 8 - Percentage Routing - Disaster Recovery
• Case Study 9 - Ratio routing - Reduce Marketing Costs
• Case Study 10 - Call Whisper - Effective Marketing + Customer Service
• Case Study 11 - Call Recording - Marketing Assessment
• Case Study 12 - Call Options - Effective Call Handling
• Case Study 13 - Voice to email -Improved Call Handling and Customer Service