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Customer service calls get a bad reputation, and that's just the nature of the business. People call in when they have questions or complaints, not when they want to say the product or service is working perfectly. But recording the conversations can do a lot to help the conversations end on a positive note, or at least on a less negative one. Here's how to turn call recording into an advantage instead of just company policy:

1. Use recorded examples to polish up your procedures.

Even if you have a small business and everyone jointly shares customer support calls, having standard procedures helps with quality control. If you have a standard book of answers, explanations, and technical procedures, it's a lot easier to end calls with a satisfactory conclusion. But making that book of answers and putting it into circulation isn't enough. Check in on the recorded calls to see where those standard answers shine and where they could use a little work. If you hear, or your dedicated support team picks up on, a trend where certain parts in specific explanations lead to some confusion or frustration, rewrite it. Use different versions when answering calls and use that recorded data to finalize the most effective wording.

You can also use the data to zero in on how customers describe problems. Customers won't use the technical in-house wording your developers do. They're going to explain the problem from their perspective. So use recorded calls to build a word bank that filters common descriptions and keywords. Even if your support team receives a call where the problem isn't quite clear in the beginning, they can type in how the customer explained it to get a few suggested ideas. The faster you and a caller can reach a mutual understanding over what is going wrong, the faster you can resolve the problem and the happier your customers will be.

2. Use the recorded calls for legal protection.

Recorded calls aren't just an opportunity to go back and improve your internal procedures for addressing problems and frequently asked questions. You can use them to provide evidence. If you get a claim made against your company because the product doesn't work as advertised or an employee was discriminatory, you can pull up the call. Having that recorded footage in response to a complaint or a more serious civil suit can make the difference between a long fight of contradictory stories. Claims and legal action are bad for your business's reputation, use up a lot of your and your employee's time, and may result in an expensive settlement. So bring recorded evidence to the table straight away. Not only does it shorten the overall process, it can make people rescind fraudulent claims.

3. Use the material to improve your website.

It's hard to know what the content of your Frequently Asked Questions section should include without hard data. Part of your F.A.Q. page should be promotional: you can bring up your five-star service in response to "What if I have a question that isn't answered here?" You can tout your different service packages if a question asks, "What if I need more X than you Y service includes?" But most of your questions should solve your customers' potential problems. It cuts down on their frustration and makes your products or services far more useful. It also cuts down on wait time when they call in questions because fewer people will need to call. Filter through recorded calls for frequent questions as well as common sources of confusion.

Recording your calls is part of good customer service. Contact PHD Communications to see which software and communication systems are best for your business.