What is call blending in the contact centre and what are its benefits

Even if you have one team dedicated exclusively to handling inbound calls and another focused on outbound calls, your inbound agents have probably, at some point, needed to call a customer they had already spoken to.

By using contact centre software, businesses can optimise time and improve the productivity of their customer service teams, allowing them to make outbound calls during quieter periods and delivering a true 360° customer experience. All of this is made possible thanks to call blending.

WHAT IS CALL BLENDING?

Call blending is a call management strategy that allows agents to handle both inbound and outbound calls automatically, without switching between different systems.

When inbound call volumes are low, agents can make outbound calls, and when demand increases, the system automatically prioritises inbound traffic. All of this is managed through contact centre software that intelligently routes calls.

6 BENEFITS OF CALL BLENDING IN THE CONTACT CENTRE

1. IMPROVED CUSTOMER EXPERIENCE

One thing that rarely happens — and that customers truly appreciate — is having the same agent listen to their issue and provide a solution. Especially when the query cannot be resolved immediately, the customer’s first thought is often: I’ll have to call back, follow up, and explain everything all over again.

With a call blending strategy in place, the same agent can call the customer back later to follow up, sparing them the effort of chasing their case.

2. INCREASED AGENT PRODUCTIVITY

If you have a team with both technical expertise and commercial skills, this strategy allows you to make the most of their talent. When inbound traffic slows down, agents can proactively call customers for follow-ups or carry out sales calls.

3. AUTOMATED CALL ROUTING

The way calls are connected and the priority assigned to each queue and call type accounts for around 50% of operational success. If we can define an efficient logic that automatically manages both inbound and outbound calls, we can be confident that we are operating at full capacity.

4. LEAD GENERATION

Sales opportunities are often identified when customers call in with an issue. Imagine a customer calls about a billing error and, during the conversation, mentions they need to travel to the UK in the coming days. By using call blending, you can call the customer back the same day and offer roaming coverage.

5. COST SAVINGS

In some cases, maintaining separate inbound and outbound teams is unnecessary. By having a single blended team, you can reduce staffing, training and infrastructure costs.

These savings can then be reinvested into improving the agent experience, through better training, improved tools and, ultimately, higher service quality.

6. GREATER FLEXIBILITY AND SCALABILITY

Teams working under this operating model can adapt more easily to changes in call volumes. When there is a seasonal peak or the launch of a new campaign, there is no need to hire additional agents. As they have a hybrid role, responsibilities can be adjusted according to current demand.

WHEN TO APPLY CALL BLENDING

As mentioned earlier, not all businesses will benefit from this model. Below are the scenarios in which call blending can be successfully applied:

1. YOUR CALL VOLUMES FLUCTUATE SEASONALLY

If you experience peaks in inbound calls followed by quieter periods, there’s good news. Instead of constantly training new agents and investing additional resources, you can rely on the same team all year round, retain talent and look after your people.

The dynamism created by having a hybrid role in the contact centre is a major advantage for professionals who thrive on continuous challenges.

2. YOUR TEAM HAS BOTH TECHNICAL AND SALES SKILLS

If your agents have technical skills (problem solving, protocol compliance) as well as commercial abilities (persuasion, identify needs), you have everything you need.

With such a talented team, adopting this model is an easy decision.

GET A DEMO OF OUR OMNICHANNEL CONTACT CENTER

As developers of our own contact centre software, we offer a comprehensive platform that enables the management of inbound and outbound calls, as well as other contact channels such as chat, WhatsApp, SMS and email. Request a demo by chatting with us, calling 900 670 750, or completing this form.