What Has the Most Impact on CSRs' Performance?
- Independents: CSRs with adequate performance and little or no desire to change.
- Detractors: CSRs with substandard performance who lack the willingness to change.
- Strivers: CSRs who have a strong desire to improve and grow, but aren't meeting required performance levels.
- Achievers: CSRs who have a strong desire to improve and grow, and are meeting or exceeding required performance levels.
Once the team is categorized, you can implement the appropriate strategy and determine where to spend your time.
With Independents, very little time is required (5 percent). They're meeting their performance requirements and don't want to change, so leave them alone. The key is to raise the average level of performance for the entire team, and they'll most likely be motivated to elevate their performance (i.e., "High tide raises all boats").
Detractors are typically the greatest drain on managers’ time. If the desire to change is low or nonexistent, all coaching and development efforts will fail. Therefore, the time invested in Detractors also should be minimal (5 percent) until they demonstrate a willingness to learn and grow.
Communicate the desired level of performance, the time frame required to reach an acceptable level and a willingness to support them if the desire to change suddenly emerges. Don't communicate that you don't value these reps, but until they're willing to change, coaching is futile.
On the other hand, heavily invest in Strivers (75 percent). This is your greatest opportunity to enhance the overall performance of your team. They embrace the idea that they need to improve and are open to input and ideas for improvement. Communicate specific performance requirements, but allow for a bit more grace as long as they're committed to the development plan you've mapped out.
Second only to Strivers, managers should invest a considerable amount of time with Achievers (15 percent). These are the stars of the team who also have a desire to continually improve. Here the strategy should be to grow, challenge and retain.