Richard Garel-Jones, Product Director
Imagine trying to run a business via Snapchat.
Customers, colleagues and contractors are sending you important messages, you’re only able to read them once and then they disappear! Order details, agreements, advice and support are gone forever!
Thankfully, we have email to capture written communication. We can file our emails in folders, read them again, refer to sent messages and search for specific conversations. Misunderstandings within an email thread are rare. It’s easy to check on detail and avoid errors or save complex communications for a considered response at a later date. In fact, our dependence on emails is so fundamental and intuitive that we almost take it for granted.
Yet I still come across businesses who conscientiously store emails, but don’t think to apply the same logic and value to phone conversations. Their approach to calls is often little better than the Snapchat model. Once made aware of their blind spot, they begin to see the huge potential in call recording for improving service, fostering client relationship, resolving disputes and capturing vital GDPR consent.
Why the gap in perception? Well, this has a lot to do with the way that email and telephony has evolved over the years:
Since its inception in the early ‘90s, email came with a similar feature set to what we’re used to today. We have always been able to read an email twice; it’s a standard feature that we take for granted because we’ve never known anything different. This ability has never been viewed as some sort of underhand Big Brother approach to monitoring communications.
Telephony, on the other hand, was, and to some extent still is, treated differently. The ability to record calls and its adoption by organizations during the technology boom of the ‘90s was seen by consumers as a step too far. There was a view that a phone call was somehow sacred and any recording of it was an infringement on their human rights. How ironic that customer would send an email to ask whether an organization records their calls - an email that required no consent to store for as long as the organization wished. More than 20 years later and we’re still only just turning the corner. GDPR now regulates the way customer data is kept and has implications for both calls and emails.
A paradigm shift is emerging, however, and once again is it driven by technological evolution. As more and more customers implement VoIP based platforms, we’re finally beginning to treat phone calls as data just like emails that needs to be stored and queried. Consumers and organizations alike are increasingly seeing call recording as a valuable customer service tool and a system that protects both parties. With the ISDN switch off looming and the inevitable shift to VoIP and cloud-based telephony, audio data and speech analytics may no longer provoke such a difference of opinion.
How can Oak help?
Oak Innovation is a long-standing provider of Call and screen recording, optimized to assist businesses top protect reputation, meet compliances requirements and improve the quality of conversations. What to know more? Download our “Should I be recording calls” white paper here http://www.oakinnovate.com/insights/should-we-be-recording-calls