What Is Call Deflection? Pros & Cons + Top Strategies

Sometimes, contact centers receive more calls than they can handle. Perhaps several agents are unavailable, or maybe a new, unexpected issue has come up. Whatever the reason, this increase in callers can quickly become a problem.

Call overload is a problem for both agents and callers, as it leads to overworked agents and increased wait times. In times like this, you’ll need call deflection for your contact center.

So, let’s look at what call deflection is, how it works, and the pros and cons of implementing it in your overall contact center strategy.

What Is Call Deflection?

To begin with, we need to understand what call deflection is and what its benefits are.

Call deflection is a strategy that contact centers use to reduce the number of inbound calls in their queue. It redirects callers to alternative support channels, such as chatbots, self-service portals, email, and FAQs.

This process provides customers with more options for support and self-service so they don’t have to wait in the call queue. It reduces call volume, so agents have a lighter workload, callers have shorter wait times, and operational efficiency improves.

Should You Deflect Calls?

With all that in mind, call deflection sounds like a good idea, but not every organization will need to use it.

It all comes down to your business model — if you have high call volume and offer self-service options, call deflection can be an effective means of keeping wait times low.

However, if you don’t often receive a high number of calls, then deflecting the calls you do get won’t be as important. Similarly, if your customer interactions are complex or require a personal touch, deflecting calls to self-service options will only frustrate your customers.

There are several different customer service channels available, and customers will have their own preferences. Research shows that, on average, 49% of customers prefer calling customer service when they have an urgent issue, followed by using online self-service.

These preferences also vary by age group, with younger customers having a wider variety of preferences including email and social media. Still, calling customer service remains the most popular option regardless of age.

Pros of Call Deflection

So, why do businesses use call deflection? Here are some benefits of call deflection solutions for call centers, agents, and organizations:

Lower call volume

One of the biggest benefits of call deflection is alleviating pressure on your contact center. This is especially important during peak hours, when call centers may receive more calls than their agents can handle. That overflow leads to longer wait times, frustrated customers, and overworked agents.

Call deflection helps lighten the load by directing callers to other sources, leading to lower wait times and improved efficiency.

Reduced costs

Call deflection is also a cost-effective solution. By directing calls to self-service or lower-cost channels, such as email or chat, businesses can save on labor costs.

Call deflection also helps improve agent productivity, as it allows agents to spend their time on the more complex calls that can’t be managed through self-support or other channels.

Improved agent focus

It can be difficult for agents to focus when they’re receiving requests from all sides. Call deflection sends customers with less complex or pressing concerns to another channel so that agents can handle more complex, high-value inquiries.

As a result, customers can receive more focused attention, leading to better customer satisfaction and overall enhanced customer support.

Faster resolution

Many customer issues can be resolved quickly without waiting on hold. Call deflection sends customers with common or repetitive inquiries to knowledge bases or FAQs that can provide immediate answers.

This reduces the wait time (and frustration) for customers with simple issues and leads to faster call resolutions across the board. And those customers who can’t use a different channel will spend less time waiting when other calls are successfully deflected.

Cons of Call Deflection

However, call deflection isn’t for everyone. Here are some downsides that could make it a less appealing option:

Customer frustration

Direct calling remains the most popular means of reaching customer support because many customers prefer speaking to a live agent. Those customers may grow frustrated by navigating deflection mechanisms before they can reach customer support.

Increased resolution time for complex queries

Call deflection works well for simple issues. However, when customers call with more complex problems, deflecting their calls to self-help or another channel may not be effective.

In fact, call deflection can lead to multiple transfers and escalations, which prolongs the resolution time and frustrates customers.

Potential miscommunication

Chatbots and self-service centers can’t fix everything. If an automated channel, such as a chatbot, misinterprets a customer’s issue, it can give unhelpful responses that confuse or frustrate the customer.

While many chatbots integrate AI technology to provide more intelligent, flexible responses, this technology is still prone to error. Miscommunications can be difficult to resolve without a human hand.

Impersonal solutions

Sometimes customers need a personal touch. Over-reliance on call deflection can lead to a decrease in personal customer interaction, which is necessary for building customer loyalty and lasting relationships.

While some customers may find it helpful to get the assistance they need without speaking to an agent, having a real person ready to assist goes a long way for the customer experience.

Call Deflection Strategies

If you want to properly implement call deflection, you need a strategy in place. Make sure to include these features when you start rolling out call deflection:

1. Self-service portals

The first step to proper call deflection is to have resources to deflect the calls to. Self-service portals help customers find answers to their questions, thus reducing the workload on agents.

Your knowledge base should be easy to navigate. It should include articles, tutorials, and FAQs that customers can use to resolve issues on their own.

2. AI-powered chatbots

Chatbots are also useful for customer support and self-service. Chatbots can handle repetitive queries, providing immediate responses or routing customers to the resources they need.

Many contact centers are incorporating generative AI into their chatbots, providing a wider range of responses and making them more adaptable and accurate.

3. Callback options

Sometimes self-service isn’t an option, and waiting is inevitable. In these moments, callback options can get customers to an agent without putting them on hold for too long.

Allowing customers to request a callback reduces the time spent on hold, providing a more convenient experience. Agents can still handle calls in the order they arrived, while customers in the queue can go about their day and receive a call as soon as the agent is free — it’s significantly preferable to listening to hold music.

4. IVR systems

Setting up interactive voice response (IVR) systems gets callers to the agents they need. IVR can route callers to the right department or self-service option for their specific needs, ensuring they reach the right person on the first call and minimizing agent involvement for simple tasks.

5. Proactive engagement

The best way to deflect calls is to help customers before they even pick up the phone. With proactive chat or email customer engagement, you can help users in advance, reducing the need for them to call. This helps prevent unnecessary inbound calls and improves customer satisfaction.

Manage More Calls With Nextiva

Call deflection is an efficient tool. You can use it to manage call volume, reduce your overall contact center costs, and enhance your team’s focus on important issues.

However, it must be implemented thoughtfully. Poorly implemented call deflection will make customers feel like they’re not being heard and only frustrate them further as they struggle to get the help they need.

If you’re looking for powerful, effective call deflection, Nextiva’s contact center platform has you covered. Nextiva offers omnichannel support, including chat, email, SMS, and self-service options, so customers have multiple support and self-service options at their disposal.

Additionally, Nextiva offers AI-powered chatbots to answer common queries and IVR systems to efficiently route calls. Contact centers can use Nextiva’s real-time analytics and advanced reporting to proactively engage with customers and optimize deflection strategies.

With Nextiva, you can keep your contact centers efficient and your customers satisfied, with everyone getting the help they need, when they need it, on the channel that suits them best.

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