February 25, 2015
By now, almost everyone in the company is beginning to realize that the data you collect from calls and other interactions with your clients has real value beyond simply asking whether they’re satisfied or not. Once it’s carefully analyzed, this data can reveal insights that savvy marketers can use to help their company grow and generate a significant return on investment.
But there is an even more important way to use this data, and smart companies are now realizing this: Data can be used to help recruit some of the best employees you’ve ever had.
Think about it: The hiring process, as detailed as it is, is still somewhat hit-or-miss. In a , Gavin Gustafson, Communications Manager at inContact, a leading call center provider, took a closer look at data and how it relates to the hiring process.
“The data you are capturing during the quality management process is a gold mine of insight for your business. One very underutilized connection is recruiting,” Gustafson wrote. “Measuring the right behaviors in your quality process is critical to leveraging the data in other departments. So, first, let’s discuss some of the basic soft skills that are commonly measured during the quality process. By comparing some of your soft skills scores to customer satisfaction scores, you can identify the soft skills that have the greatest impact on customer satisfaction.”
He goes on to point out that some agents with “top-notch, active listening skills show a positive correlation with customer satisfaction, whereas an enthusiastic tone may not have any such correlation.” Consequently, he concludes that the latter trait may not be as critical in the hiring process as was once believed.
While that is just one example, Gustafson emphasizes that other correlation methods can be used to identify a candidate’s strengths to ensure they align with the company’s goals.
“Use this information to recruit individuals who will be successful and make a positive impact at your center,” he says. “It’s a win-win for your business because agents want to be successful, and if you take the time to identify the right individuals, they’ll be more satisfied and engaged when they succeed.”
