Why Training Can Increase Your Call-Center Conversions
As direct marketers, we spend a great deal of time and money developing programs to make the phone ring. But it’s the call-center agents that truly make the cash register sing.
Therefore, I spend a great deal of time training customer service reps (CSRs) to be powerful brand advocates with the ability to make a difference with all customers. Personally, I hate calling a company and hearing some disinterested rep deal with my order in a lackluster way. It tells me the company I’m dealing with doesn’t get that the people manning the phones are the voice of the company.
A simple CSR training program can solve the lackluster attitude and increase conversion.
CSR’s should be trained to think on their feet rather than interacting with customers and prospects by reading a script. Of course, good call-center software with a scripted environment can be beneficial, but even the best scripting can’t beat a well-trained CSR’s instincts. It’s important to hire reps that can work this way, and then mentor and monitor them on an ongoing basis. A word of caution: Analyze call times to ensure your reps aren’t burning up phone time with the personal touch.
CSR training programs are quite simple. You don’t need elaborate monitoring equipment. Simply use a cassette recorder and some basic monitoring equipment you can buy at Radio Shack to record CSRs’ calls for a day, then listen to the tapes. Break the reps into teams of three or four and sit in a room together and listen to the day’s calls. Teach the reps to listen actively and objectively to the calls.
Let them coach each other on the cues and buying signals that sometimes get missed in real time. If you spot a missed buying signal, stop the tape — I encourage all of the reps in the group to stop the tape if they hear something — and role-play how the rep could’ve made a difference in converting the call.
Jim Gilbert has had a storied career in direct and digital marketing resulting in a burning desire to tell stories that educate, inform, and inspire marketers to new heights of success.
After years of marketing consulting, Jim decided it was time to “put his money where his mouth was" and build his own e-commerce company, Premo Natural Products, with its flagship product, Premo Guard Bed Bug & Mite Sprays. Premo in its second year is poised to eclipse 100 percent growth.
Jim has been writing for Target Marketing Group since 2006, first on the pages of Catalog Success Magazine, then as the first blogger for its online division. Jim continues to write for Total Retail.
Along the way, Jim has led the Florida Direct Marketing Association as their Marketing Chair and then three-term President, been an Adjunct Professor of Direct and Digital marketing for Miami International University, and created a lecture series, “The 9 Immutable Laws of Social Media Marketing,” which he has presented across the country at conferences and universities.