Monitor Calls to Increase Sales & Service*

Do you monitor each telephone reps' calls at least three times a week? Do you listen to both side of the conversation?

When properly implemented, a program of monitoring both sides of each telephone reps' call at least three times a week can:

• Increase the number of daily telephone sales.
  
  
• Boost lead generation and appointment setting results.
  
  
• Improve customer satisfaction ratings for inbound calls.

Once you decide to monitor calls, then what?
Here are seven key guidelines to doing so effectively.

1. Have a shared goal of improved results for management, supervisors and reps. The entire team must be brought into the monitoring program from the beginning, and must buy into how it will benefit them in their role, as well as the entire call center.

2. Use the same objective guidelines for evaluating all calls. Evaluate all calls (with the same purpose-e.g., sales) using the same criteria. "Used customer's name" is much more objective and preferable criteria to "friendly," which requires interpretation.

3. Provide coaching or praise to the rep immediately after the call ends. The purpose of monitoring and coaching is to improve rep performance and results. A TSR or CSR does not remember the call you monitored one hour ago, that morning or last week! Praise or feedback immediately after the call ends is the key to helping the TSR/CSR discover what works best on calls.

4. Use a cordless phone for monitoring to make immediate feedback easier. With a cordless phone, you can actually walk up to the station of a rep on a problem call and help them out. If you monitor a TSR making a sale, as the call closes you can stroll up to the TSR and give them a high five for a job well done just as they disconnect. It's awesome.

5. Praise in private or public, always offer constructive criticism in private. No one likes to be embarrassed or humiliated. On the contrary, our goal is to coach reps to higher levels of success and to build their confidence. When this involves pointing out ways to improve, be discreet and treat the rep with the utmost professionalism and dignity. Simply have this discussion in an office or a conference room-not in a cubicle or in front of other reps.

6. Obtain consent and comply with state laws. Use a written monitoring consent form with all TSRs and CSRs and have unmonitored phones available for their personal calls to avoid invasions of privacy. Some states require one party consent; others require that all parties to a call consent to monitoring. Comply with the applicable laws for your call center.

7. When selecting Monitoring Technology, consider the options and ROI. You'll find many options in monitoring technology. Silent, unobservable monitoring is preferable to double-jacking or side-by-side monitoring. With silent monitoring, one can productively monitor multiple reps at the push of a button, and without affecting their behavior. Some such systems enable one to monitor from anywhere. In addition to the cost of the capability or equipment (typically $20-$800-$2000), consider the return-on-investment monitoring can yield. You'll likely find that a handful of additional sales or satisfied customers will pay off your investment in a matter of weeks.

Follow these seven guidelines and your call center will benefit from tighter management and stronger focus. Inside sales will gain more sales and customer service will retain more customers and revenue. What other single program can accomplish that for your department?

*These are general recommendations. Specific strategies and tactics should be based on a review of your needs, market and operation. For outside support, contact Lieber & Associates.