5 Common Mistakes Made When Updating Call Centres

call centre mistakes

In customer-facing businesses, when a prospect decides to call, it’s usually because they are looking for help and an informed voice on the other end. Call centres that can meet these requirements need the software that can keep up with modern expectations. Some companies outsource their call centres, while others are moving towards communication technology that keeps everything in-house. But when updating call centres with new systems, what are major mistakes to look out for?

1.Too hard to implement

Revamping an existing platform that has worked for decades can be harrowing, but sticking with legacy systems can also push a company’s customer service back in time. Finding a middle ground where the new software is easy to learn and makes change seamless is the goal, don’t look for the hottest package on the market and expect miracles. It could all end in tears.

Starting with integrative software is a great way to inch into new territory for brands and their call centre teams. Find programs that act as middlemen – streaming call data into existing CRM systems.

2. Doesn’t remove data silos

The bane of most modern call centres is too many data silos. The latent and real-time caller data that streams into call centres have significant value but it needs to used and not stored for a rainy day. According to My Customer via SAS, “only 23% of companies — less than 1 in 4 — are able to generate real-time insights with customer data.”

The technology is out there with routing, profiling and prioritising capabilities that paints an entire picture of data impact on ROI and company development. Use it.

3. Thinking more IVR means better customer service

Nope. In no way does adding more IVR to a call queue make it better. Customers don’t want to wait to speak to a service representative for ages, it’s a guaranteed way to lose prospects. “At the beginning of a customer service experience, 90 per cent of our respondents want to speak to a live agent,” says The Conversation.

4. No remote option

Modern contact centre software gives agents the opportunity to work remotely. This is helpful when considering the impact of the global community on business development, our borders are definitely blurring. If needed, using agents from all corners of the globe remotely under the umbrella of a unified system can improve personalisation by breaking language barriers. Don’t send a non-English speaking customer to an English speaking agent. Route calls to the right agents wherever they are.

5. Not using the right metrics

Focusing on how every agent is managing a call isn’t always the best use of data. There are multiple signifiers of how to better the call experience. Luckily platforms offer dashboards that reveal the intricate elements of call. Metrics like call through rate, call duration and missed calls can point to more than just a lack of good customer handling, rather how the brand can improve the entire customer journey through better marketing, targeting, and nurturing.

Improving training for agents is always good, but optimising the caller journey can also make an agent’s job a lot easier and more fruitful.

Need more help?

Via: The Conversation, My Customer.

A Few Integrations Aimed At Improving Customer Relationships

Meeting customer expectations during a purchase journey now require segmenting and analysing a large pool of data to create a workflow that will hopefully nurture leads and make ideal use of a consumer’s time. Luckily the technology is there to manage these intricacies for digital enterprises. We’ve touched on integrations before and this round we’re looking at a few that can step up your CRM game.

Maximise your advertising lifecycle with cross-platform measurement

Making an impact is the basis of every campaign but managing the multiple platforms used by consumers can confuse the metrics a bit, leading to a short-sighted campaign. Cross-platform measurement systems have revolutionised how businesses understand their various datasets. Before this introduction, it was difficult to keep up with consumer behaviour as it nimbly adapted to the changing technologies. However, platforms like comScore have altered the campaign process starting with data scale first and going from there. “We believe that scale drives quality,” comScore CEO Fulgoni told MediaPost. “You can’t start with a panel and build up on it.” Scale is vital especially in a world where multiple screens are utilised at one time, by measuring the overall impact of a fragmented digital media environment, it’s easier to build an ironclad campaign.
Learn more about Freespee’s comScore integration here.

Become a conversion hero

Optimising a website for higher conversion rates is a very complicated way of describing how to make a site desirable to droves of click-happy people — whether it be buying something or spending a length of time researching a car. Conversions are when customers follow through, creating a desirable space for this to happen is a priority for most online-centric businesses. WPO stats found that 53% of visits to mobile sites are abandoned after 3 seconds according to research from Google’s DoubleClick. Technology offered by a platform such as Webtrends Optimize uses both A/B testing and more in-depth multivariate testing to boost the customer’s experience across multiple screens and units. The testing is whittled down to even the colour button an audience prefers clicking. In this digital age, figuring out what your customers want is based on more than just a gut feeling, delving into the incidentals of their online interactions is essential to upping that conversion rate.
Learn more about Freespee’s WebTrends integration here.

Figure out where your digital spend is most effective

Knowing whether programmatic advertising has any punch is down to the numbers, but often with a highly competitive digital environment plus separation of online and offline data pools, it can be difficult to achieve an accurate bottom line.
Additionally, “You’re fighting for customers on a digital battlefield where Google and Facebook command nearly 80% of internet time and over 60% of online ad dollars,” says Marin Software. With this in mind elevating advertisement performance is the first step towards victory, delivering dynamic campaigns targeted at specific customers can make it easier to understand where the revenue derived from those ads is coming from. Custom-made algorithms can automatically adjust set budgets per top performing audiences, helping brands save money and refocus on lucrative client pools.
Learn more about Freespee’s Marin Software integration here.

These are only a few of our integrations up for grabs. Check more of Freespee’s multiple integrations on our website.
Via: MediaPost, The Drum, WPO Stats.

Q&A With Alice Lamy: Freespee's Resident Data Analyst

Data analysis is defined as a process of inspecting, cleansing, transforming, and modelling data with the goal of discovering useful information, suggesting conclusions, and supporting decision-making.
At Freespee we process and manage a significant amount of data from our significant client pool. Data is our bread and butter. Therefore to sort through our cache, we have Alice Lamy, our resident Data Analyst.
Alice was born in Montreal, Quebec — a province nestled in the Great White North (Canada). She then migrated to France with her family at ten-years-old.
Since then, she completed a Bachelor’s in Communication Science at the University of Montreal and a Master’s degree in Persuasive Communication at the University of Amsterdam, focusing mainly on consumer psychology and different modes of persuasion in advertising and health communication.
We caught up with Alice in Freespee’s London office to touch on the inner workings of data at a cloud communication platform like ours.
Freespee: Hey Alice, so what does a Data Analyst do?
Alice: Hey! I analyse data to gain useful insights on both Freespee and our customer’s behaviour and performance. We work with statistics in our own platform, but also use external tools like Tableau and plain Excel to develop different variables from which we pull numbers to produce relevant information.

Freespee: How do you turn data into concrete and useful information?
Alice: I think the most important thing to have before you start analysing is a hypothesis to achieve the right calculation. The way it works is that you have a dependent and some independent variables. If you have an idea of what could be the relationship between these variables, you can start to do your analysis.
For example, if a customer wants to understand what drove people to call their business, I can look at what might have influenced a good or bad performance. It can be many things from business hours, business days, online advertising, click to call to the different regions or countries the call is coming from.

Freespee: How important is customer data to the growth of a company?
Alice: I think it’s essential because it helps you understand more about the consumer lifecycle, and it definitely helps the customer success team offer up advice and ideas to solve business problems more creatively.
Internally, it also helps us manage the business, and get an idea of where we stand as a company and how we are performing with our customers so we can evolve and become more aware of their needs.

Freespee: Would you say it’s a great predictor of behaviour?
Alice: Yes, it’s really insightful. It is a way to give very good insights on consumers’ wants and needs, but it has its limits. We can predict what will drive them to call your business, but there are always going to be inconsistencies in behaviour. What is so interesting about humans is that you can never be 100% certain what they will do, need or want next.

Freespee: How do you define big data?
Alice: Big data can be a confusing term in my opinion, as I think there are so many ways you can define it and it depends on the context. At university, for example, we were using Python to do some “sentiment analysis” derived from Twitter posts during Donald Trump’s election. Big data can, therefore, be a lot of things, and you can find many tools to analyse it.
In the context of Freespee, big data is handy for us to know more about our customers: analysing performance and trends thanks to the use of our platform (CTR, which campaigns drive calls, what people call about, etc.). This kind of data helps us understand how to solve our customers’ business problems better and how our service can enhance sales performance or brand awareness.

We also use big data to know more about where Freespee stands thanks to Salesforce: how sales are growing, how we are taking care our current customers, how we are dealing with prospects, etc.
So big data is a collection of data from different sources that allow us to discover and analyse so many different sides of our business.

Freespee: What is the hardest data to analyse?
Alice: To me, the analysis part is probably the most natural part of the process of using data. As long as you know what your research question is, and what you want to verify, it is quite straightforward. However, collecting and cleaning the data can be a pain, and you need a lot of patience to end up with clean and easy-to-use data.
No one can deny the importance of data in our lives, sometimes however it can overwhelm us. Luckily we have professionals like Alice to make sense of it all.

Thanks Alice!

Google’s latest Adwords tool highlights the importance of comprehensive ad-to-call tracking tools

Yesterday, Google announced the launch of its latest AdWords tool, Website Call Conversion. This latest addition joins a number of new products that allows advertisers to link ads and phone calls that has launched over the last year including click-to-call ads, call metrics, and calls as conversion. The way Website Call Conversion works is that every time a user clicks on the ads and is directed to a merchant’s website, they will see a dynamically generated phone number that is linked to those ads. When potential customers click on or call the number, the call itself will be automatically linked to the ad the customer had seen. This allows brands to more easily track which ads has led to phone calls. The important thing to remember here is that Google AdWords only measures approximately 25% of traffic on most brand websites. The remainder of the traffic comes from other channels which is why tracking phone calls to individual ads and users are of utmost importance in order to generate high data accuracy. By providing our clients with Freespee software we are able to allow them to track conversions based on the whole customer journey, not just those that are the result of Google AdWords. Nonetheless, this marks an exciting time for us, as it shows that people are becoming increasingly aware of the need to connect their data in order to see the bigger picture.

Freespee reports from Yellow Pages TODAY!

Copenhagen, 2010-11-18
As the revenue from ad sales in the printed editions of the Yellow Pages Directories declines, the challenge to provide new, popular and trusted offerings to the SMEs is more intense than ever before.
Bundling ad products is a popular way of offering the advertiser a suite of exposure in printed- and online Yellow Pages and in New Media; such as Mobile marketing or paid search utilizing sponsored links–areas already subjected to hard competition from other local-level actors. The SME companies are looking for new channels where they can spend their media budgets and the question is now whether the Yellow Pages are the right local-level middle hand for them.

The Sales Force

The Yellow Pages Directories’ most valuable asset is unanimously said to be their powerful sales forces, a fact confirmed during Yellow Pages TODAY! by speakers from both Google and Bing (Microsoft) who themselves do not have this function in-house. However, judging from a review of a recent survey from the berry-company, this sales force is not very highly regarded by the SMEs, the segment that the Yellow Pages has traditionally had good relations with. The lack of skills in new media and little or no understanding of the advertisers’ businesses are the reasons behind this dissatisfaction. A panel debate comprised of top Yellow Pages sales people revealed that the two most important success factors right now involve getting help to understand the needs of the businesses they sell to, and being able to give the advertiser an ROI-feedback based on facts. These are skills and information that they need in order to retain and upgrade existing customers as well as to acquire new ones, who will otherwise look elsewhere to spend their limited media budgets.
Freespee helps the Directories understand their customers’ businesses and enables them to prove to the advertisers the ROI of their Yellow Pages, Internet Yellow Pages, and new media investments.

Strengthen the relationship to the Advertiser

The Directories are able to fully monetize their Internet Yellow Pages Ad networks with Freespee features such as phone number replacement on the Advertiser website, where the Freespee platform swaps out the existing phone number on the advertiser’s Web site with the unique, trackable phone number shown in the Internet Yellow Pages ad. This strengthens the relationship to the Advertiser and ensures that the Internet Yellow Pages get credit for every phone call that is placed through the ad.

Overview shows seasonality

Business knowledge comes through accurate intelligence and overview. With Freespee Analytics, the Directories get an overview of the seasonality of the advertisers’ businesses.

The integrated reporting tool shows a monthly or yearly perspective on the amount of leads that are driven to the advertiser’s telephone number. Now it’s easy to identify just the right point in time to contact the advertiser for subscription renewal.

Real-time proof of performance

Sales arguments are best when backed by facts. With Freespee Analytics, the ROI of the ad product is proven to the advertiser right away.

The dashboard shows the amount of telephone leads that the advertisement has driven to the advertiser, in real-time! Should the lead frequency decline – the sales person can take action to increase ad exposure utilizing New Media ad variants.

Credibility and performance is the future

Given these tools, the sales persons of the Yellow Pages Directories can concentrate on the new media and perhaps even more on the emotional part of selling, which obviously is crucial for building a long-lasting relationship with the SME customer.
Google’s local search engine Google Places recently evolved to be very similar to the Internet Yellow Pages in the way that it presents its search results. We at Freespee have seen a threefold increase in the amount of calls driven to advertisers from Google Places since the new structure has been in place. Customers do not click through to a webpage any longer! They simply place their call after having viewed the organic search result.
With re-won credibility, the only thing still missing for the Yellow Pages Directories will be the model for monetizing the phone calls in a way that is aligned with their customer’s scope; paying for performance. And then they can pursue doing exactly what they have done best for half a century. Driving phone call leads to the SMEs.

Freespee observed in US

No, we didn’t enter into US yet, but I got a call from Voyces professional Larry Lisser the other day.  With Larry’s track record and industry insight from the city of innovation, San Francisco, it was a pleasure talking to him and learn from what’s happening in the Bay area. Our strategy to offer ready to go Applications with API support, instead of a low end APIs without front ends, was confirmed as the winning strategy in US as well.
The best confirmation we can get is that our customer base is growing incredibly fast for the time being, Q2 has been fantastic. As late as yesterday we entered into a collaboration with another Schibsted company, the local search engine This means that we have become the defacto standard in the Swedish media industry for call statistics and detailed traffic insight. 4 out of the 4 largest directory brands use Freespee Analytics.

New website released!

We are happy to announce that we have released our new website! One of the goal with our new site is to make it easier for our visitors to learn more about all the applications from Freespee. With that in mind we now have our application Freespee Voice available on

New Freespee application

In conjunction with the launch of our new site we also have the pleasure to show you our new application Freespee Analytics!
Freespee Analytics is our leads tracking system that helps you keep track of your ads. Learn more about Analytics.

Case presentation

A new part of our site is our partner cases. We are very proud to work with our partners and to give you a better understanding of what Freespee do we present our work in cases.


Another new part of our website is our connections to social services like Facebook, Twitter and the new Freespee service Talky!