We have all contacted a customer service contact centre and heard the message: ‘All calls are recorded for monitoring and training purposes’, it is an expected and accepted part of the process. As well as being used for training, these calls can provide vital evidence for dispute resolution. However, what happens when customers have moved to predominantly digital channels?
This issue has been the talk of the customer service industry since the first digital transactions. Email was one of the first digital channels and automatically provided an audit trail, which is why it is still widely used today. Equally, with a simple website portal it was also fairly straightforward – you just recorded the output of an online interaction. But with the popularity of mobile apps, a variety of different online platforms, and the increasing personalisation of digital sessions this has become a lot more complicated.
Ensuring everything is recorded on a digital platform involves a vast number of different variables – from the type of device and the browser or app used, right through to the local time/date and even the exact location of the transaction. All of these can affect the legality of any interaction.
Recording 100% of interactions
When we talk about recording 100% of a customer interactions we mean just that – every interaction with every customer! That isn’t just the details from the feedback form, it means the entire session so it can be replayed exactly as the customer experienced it, with full details of time/date, the device used and the IP address, for clarity.
Take the example of a customer/visitor viewing a website for a personal loan. In all likelihood, they will have found the offering through online advertising or a third-party comparison site. The records need to include where the customer/visitor entered the sales funnel and the information they were presented with on the website (or through a partner’s site if linked to the sales portal).
Naturally if this person is a registered customer the process is simplified when they log in, but the recording also needs to include the journey of people who do not have a registered account. 100% recording will capture every detail as soon as the person reaches the sales channel.
Along with typed information, the recording will include any swipes on a mobile device along with exactly what the user sees. This includes disclaimer text, error messages or any webchat conversations with the sales team.
With all this detail, a session can be accurately reconstructed in just the way the person experienced it on any device. This forensic level of recording makes it straightforward to resolve any disputes amicably and quickly.
The benefits of automatic tag-less recording
The ability to record 100% of digital interactions is only half the equation when it comes to watertight digital customer interactions monitoring. As well as recording all the details of chosen interactions, it makes sense to have automated recording in place to ensure you don’t inadvertently miss unexpected interactions or unexpected scenarios within interactions.
Rather than having to specify exactly what should be recorded, it is far more efficient to enable the recording systems to capture all interactions across your digital channels. Even a 100% recording system needs know which customer interactions you want. This sounds simple enough, but if your manually set parameters can’t foresee a potential issue, you could be missing out on invaluable data. As an example, if a recording solution requires configuration or tagging each time the website is updated, you can never be sure you’re recording 100% of the sessions.
The phrase I often use is ‘You don’t know; what you don’t know’ – literally if you are unaware of an issue how do you know what to look for? This is where automatic tag-less recording is invaluable. The system will look for any activity across your channels and record it, even if a human operator may think it is inconsequential and ignore it.
An example could be a fault in your web portal or app (perhaps a click button that fails to highlight a special offer/time-limited product), which could potentially lose business whilst, your team is blissfully unaware. Automatic recording would alert you of suspicious behaviour so you can act, persuading visitors/customers from turning to your competitors.
You no longer need to preconfigure your interaction recording for every conceivable eventuality, giving you much greater confidence and peace of mind. Even the best business planner will miss some eventualities – automated tag-less systems actively seek these out as they appear.
Best of all, automated tag-less recording will immediately present you with historical data, allowing you to fully investigate any issues in a retroactive manner (using your 100% recording!).
A complete record
Going back to the telephone example, where all calls are recorded for monitoring purposes, this is not only possible but also essential for digital channels too. It will prove compliance and settle any disputes, it also makes the process faster, more reliable and far more cost-effective.
With the right intelligent compression technology in place, you can literally record everything you need and keep it for as long as required, whilst saving resources on any investigations and avoiding costly and reputation-damaging fines for non-compliance.
Written By Audelia Boker, VP Marketing at Glassbox Digital
For more infformation visit; http://www.glassboxdigital.com/