Call Blending Success*

Exactly what is "success" in inbound-outbound call blending? Extra net productivity. That is a net gain in productivity without undesirable changes in sales results, turnover, overhead and/or wages that offset the gains. Here are some pointers on achieving net productivity.

First, all inbound reps may not be able to satisfactorily handle outbound calls. Inbound reps are usually responsive, service oriented individuals who feel that making outbound calls is "pushy." Conversely, outbound reps are generally interested in changing a prospect's behavior (i.e., selling) and may be less likely to be responsive to an inbound caller's agenda. Ordinarily, most (not all) inbound reps will do whatever they can to avoid placing outbound calls, including finding a new job - so consider making it voluntary with some extra incentives.

With proper training, incentives and the right type of call, 20-40% of telephone reps can flex between inbound and outbound, with 30% as an average. This may be higher if reps are hired and trained to handle inbound and outbound calls from the start (remember that good reps who can do just one can be difficult to find, hire and retain).

Second, call blending works best when inbound and outbound calls are similar in purpose. E.g., inbound lead qualification calls from a magazine ad, and outbound lead qualification calls to reader service card responses to the same ad are similar. If the purpose of the calls is different, reps have to do more "switching gears," which reduces the percentage of staff that can handle inbound-outbound successfully.

Third, call blending works best when the outbound call is similar in tone or pro-activeness to the inbound call. E.g., true sales reps handling inbound infomercial calls to sell a real estate product may be able to make outbound calls to callers who never closed. However inbound order takers will not be able to make outbound sales calls, although a subset of your inbound staff may be able to conduct survey or simple lead qualification calls.

Finally, you'll need to switch reps between receiving inbound calls and placing outbound calls. Some equipment can do this automatically, while manual intervention by a supervisor or agent may be required in others. Be thorough in your planning if you intend to use a true predictive dialer. Enthusiastic manufacturers frequently claim that their dialers can accept inbound calls without additional equipment. However, the inbound routing capabilities are often very limited and the addition of inbound calls can throw the outbound dialing logarithm (the prediction of how many lines to dial at each point in time) off track, rendering the predictive dialing less productive.

Perhaps the best approach is to designate three different types of agent groups: (1) inbound only, (2) outbound only and (3) inbound-outbound. When inbound calls peak, inbound-outbound groups can be assigned inbound calls - as needed; otherwise, they perform outbound. This way most of your staff can handle one type of call exclusively, while the ambidextrous reps can swing back and forth as needed.

Constant switching between two different types of work (pro-active and responsive) can affect a reps' overall performance in both areas. An outbound rep could be "on a roll", only to be distracted from their focus, mindset and pacing by a flurry of inbound calls. In some cases it may affect attitude positively: an outbound rep in a slump may have his or her confidence lifted by taking a few easier, inbound calls.

Remember that inbound-outbound staff should be fairly compensated for their extra efforts and skills. This requires real thought because handling both types of calls usually affects call results and quantity in both categories.

Even with all of the potential pitfalls, some companies are adopting "call blending" in an effort to achieve productivity gains that exceed the added costs - and some do succeed. In the late 21st century doing more with less is a universal requirement.