Five Call Center Tips to Increase
Your Bottom Line
By Jennifer Cantrell, Senior Media Account Manager
Did you know that approximately 25% of the calls received by call centers are test calls, prank calls, fax tones or hang-ups? These “no opportunity” calls diminish your bottom line. And, since every call received at a call center, regardless of the call type, generates a cost, it’s important to select a call center that provides callers with a positive and engaging first experience to maximize your 75% opportunity.
If you are currently working with a call center or are thinking of engaging one to manage your DRTV campaign, here are five helpful tips for selecting and working with a call center and, ultimately, optimizing your bottom line.
1. Secure dedicated agents
Ensure your call center has dedicated agents to work exclusively on your account. These dedicated agents become familiar and comfortable with your script, allow dialogue with callers to be more conversational, natural and engaging, and are better positioned to convert those callers.
2. Request weekly disposition reports
Ask for weekly reports that provide daily dispositions of all calls. Some call centers will also provide a high-level summary of the results for the week, if you request it. Don’t hesitate to ask your call center questions to help you better understand results and trends. For example, if you are noticing a high hang-up rate overall or on a specific date, it’s important to flag this and ask your call center to investigate further. The primary reason for hang-ups is long wait times, which is often a result of inadequate staffing – a situation that can easily be corrected. You may discover that your call center is already investigating this or other trends. Early identification of this and other issues can save you money in the long run.
3. Provide regular training with your call center agents
Offer monthly training for your call center agents by someone who knows your organization best and is knowledgeable and passionate about your pitch. Training can include: reviewing and, when necessary, revitalizing the existing creative on air; solution-focused dialogue about any questions or concerns agents may be experiencing with callers; and encouraging agents to share their ideas, insights and suggestions for changes. Training sessions provide an opportunity to thank the agents whose dedication to your account is essential for meeting your target revenues.
4. Provide monthly airing schedules and call volume projections
Give your call center your airing schedule (station, date and time) and anticipated call volume at least one week prior to each new broadcast month. This will ensure your call center has a sufficient number of agents standing by to respond to callers in a timely manner, and will reduce high hang-up rates.
5. Select a call center that is accessible
Visiting your call center and having face-to-face contact with their agents on a monthly basis will help improve your conversion rates and achieve your desired revenue goal. In-person contact is mutually beneficial – it reinforces the importance of your organization to the call center and reassures you that call center staff are working hard to represent your organization’s interests.
In-person visits to your call center provide an opportunity to engage in meaningful dialogue about whether targets are being met, and incentives to increase those targets.
Targets: If targets are not being met, call center agents can be invited to provide feedback about contributing factors and suggestions for improving outcomes. Call center agents are the point of first contact for callers who express interest. Discussions about tweaking the phone center script or updating the list of frequently asked questions may help agents close more quickly.
Incentives: Incentives for improving overall conversion rates and meeting your targets can be as simple as implementing the classic “thermometer”, a visual chart updated daily, or as elaborate as gift cards to a trendy restaurant or a pair of tickets to a sporting event. When entire teams are working on your account, a reward to the group as a whole can be especially inspiring. Incentives that provide positive recognition can strengthen your relationship with your call center and the agents working on your account, and go a long way in helping your organization achieve its targets.
Make the Final Step Count
The success of your DRTV campaign is contingent on your choice of call center and a mutual commitment to working collaboratively to achieve your organization’s desired outcomes. Remember: the call center is the last step in the process – ensure you have taken the necessary steps to achieve success.