Call deflection

What is call deflection?

Call deflection is a strategy employed in contact centers to redirect incoming customer inquiries or interactions away from traditional voice-based channels and to more efficient and cost-effective communication channels.

Call deflection strategies

Call deflection strategies include but are not limited to:

Self-service portals: Brands can develop and promote user-friendly self-service portals on their website or mobile app. These portals can provide customers with a knowledge base, FAQs, troubleshooting guides and step-by-step instructions to help them find solutions to common issues.
Chatbots and virtual assistants: AI-powered chatbots that can engage customers in real-time conversations can be implemented to answer common questions, guide users through processes and even escalate complex issues to human agents if necessary.
Interactive Voice Response (IVR): Callers can use voice prompts to access self-service options like requesting account balances, making payments, checking order statuses and more without requiring live-agent support.
Proactive notifications: Automated messaging can be used to proactively notify customers about common issues, service updates or promotions, reducing the need for customers to initiate contact for routine matters.
Email and web forms: Email addresses and web forms can be provided for customers to submit inquiries.
Social media engagement: Brands can address customers’ queries, concerns and feedback on social media channels.

The main goal of call deflection is to alleviate the burden on the call center's resources and reduce call volume, while still providing customers with the assistance they need through alternative channels.

Call deflection rate

The success of call deflection strategies is measured using a “call deflection rate.” A higher call deflection rate indicates a successful implementation of call deflection strategies, while a lower rate might suggest the need for further optimization or improvement.

The formula to calculate the call deflection rate is: Call deflection rate = self-support incidences x entitled customers x self-support success rate x customer intent rate x no further action rate

Where:

Entitled customers = Customers entitled to receive live assisted support. A customer that had a choice and opted for self-service over assisted support.
Intent rate = The percentage of entitled customers who found an answer to their inquiry but indicated an intent to request live agent support if required.
Self-support success rate = The rate that customers indicated they found an answer to their inquiry using self-help resources.
No further action rate = The percentage of entitled customers that found an answer to their inquiry and indicated an intent to request live agent support if required and indicated that no further action is required to resolve their issue.

It is important to note that successful call deflection requires a balance between promoting self-service options and ensuring that customers who genuinely require human assistance can easily access it. The effectiveness of call deflection depends on the company's ability to provide seamless and valuable experiences across all communication channels.

Benefits of call deflection

Call deflection strategies can lead to several benefits for both brands and its customers, including:

Cost savings: Traditional phone support can be more expensive to operate compared to self-service or digital channels.
Efficiency: Digital channels often allow for quicker responses and issue resolution. Customers can get the information they need without having to wait in a queue or speak with a live agent.
Enhanced employee experience: Call deflection ensures that overall call volume will be lower and the number of repetitive calls a call center receives will decrease. This leads to a more manageable workload for agents, helping to improve job satisfaction.
Scalability: Digital channels are often more scalable than phone support. Automated systems like chatbots can handle multiple interactions simultaneously without the need for human intervention.
Customer convenience: Many customers prefer the convenience of digital interactions. A robust call deflection strategy can give customers control of their resolution journey where they can get assistance at any time, in the manner that suits them best.
Increased customer satisfaction: By cutting down the time customers spend on the phone and waiting on hold for agents to solve their problems, you can create better customer experiences that drive satisfaction.