Customers and contact centres win with today’s versatile callback applications

By Jaime Bailey

Waiting on hold is one of the top frustrations that customers experience. There was a time not so long ago where this was unavoidable. Now, organizations have the ability to implement cutting-edge callback technology that allows customers to seamlessly choose their own journeys while contacting customer service. The benefits can be tremendous to the customer experience, customers’ satisfaction and loyalty to companies.

What is callback technology?

Callback technology is utilized when someone calls into customer service only to find there is going to be a lengthy wait. Instead of staying on hold, the customer can enter their information and they will receive a callback from a contact centre agent as soon as one becomes available.

Callback technology is often “triggered” from certain variables such as the number of people on hold or the estimated wait time exceeding a certain threshold. As technology improves, so do the options and the customer experience when using it.

Callback technology benefits

Individuals’ time is valuable and waiting on hold to speak with agents is most likely not how they want to spend it. Showing customers that their time matters is a great way to build brand loyalty.

Here are several other benefits callback technology offers organizations:

  • Call abandonment decrease. When hold times are too long, people do the obvious: they hang up. Not only did these customers or potential leads drop off, they left frustrated. Callback technology allows callers to get on with whatever they are doing instead of being tied up on the phone.
  • More productive agents. Instead of taking down callers’ information and searching through a customer relationship management (CRM) system or database, employees can easily click into the callers’ accounts before making the callbacks, thereby shrinking call times. As a result more calls can be handled by each agent while providing superior customer service.
  • Improved first call resolution (FCR). There is a strong link between FCR and customer satisfaction. Similar to the point above, callback technology allows employees to prepare for the calls, retrieving any information or answers they may otherwise have to look up. This saves customers time and avoids unneeded frustration.
  • Smoother, seamless transitions. Consumers often use multiple channels and devices when they are looking for service. Therefore, it is vital that consumer information is retained and easily accessible across all channels. Nobody likes repeating themselves, so no matter how a customer reaches out, the context they use should be passed from channel to channel. For example, if a customer calls in, then later switches to chat to ask another question, information from the first interaction should be readily available.
  • Makes each customer feel valued. Allowing customers to choose their own journey shows them their priorities and preferences are important. Forcing them to wait on hold for an extended period of time does the opposite.
  • Allows customers to gain control of their relationship with your brand. With callback technology solutions, customers can choose other means of communication while waiting for the agents’ callbacks. They can later continue their journeys over the phone, knowing they can start where they left off instead of having to start from the beginning of the process.

The future of callback technology

Callback technology is constantly evolving due to advancements in communications. In order for companies to survive, they must have an efficient and consumer-centric customer service process.

In the near future, it will be important for contact centres to offer newer and more personal ways of communication, such as face-to-face video chatting and seamless integration to the latest mobile device technology. On the company side, advanced analytics will be a critical piece in discovering who customers really are, where they generated and even predict why they are reaching out.

It no longer matters what industry you are in or who your primary customers are. High-tech digital companies or new start-ups are not the only organizations utilizing the advancements in customer service. Companies need to offer an omni-channel customer experience in order to satisfy all of their customers’ preferences. Failing to do so could lead to a drop in consumer satisfaction, a decrease in customer retention and even harm the company’s reputation. But taking the lead on customer service can place you ahead of your competition. Stay ahead of the curve and value what matters most to your business…your customers.


Jaime Bailey serves as Vice President of Marketing at VHT. With more than 16 years of experience, she stewards a team focused on understanding the customer experience, applying new marketing techniques, and maximizing ROI. A devout proponent of the importance of a well-crafted marketing strategy, her efforts have helped companies enrich customer relationships, drive revenue and grow brand equity.

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