If the number of calls passing through the company is in the thousands, then entire departments are organized. If there are not many of them and pinpoint control is enough, then the checking is carried out by call center managers, senior sales managers, and technical support managers.
Among the calls coming into the company,
A distinction is made between targeted and non-targeted. Targeted calls come from consumers interested in the product, asking how to create a mobile seo website? about it, giving feedback. Non-targeted calls are made by those who want to sell something, advertise something, or simply dialed the wrong number.
Targeted calls are important for assessing the quality of the managers’ work. They are selected based on the length of the recording. For example, a dialogue where mobile database operator refused the caller for the purpose of selling lasts 5-7 seconds. And a conversation where the terms of the deal or delivery are discussed takes 5-15 minutes. The same applies to outgoing calls.
Recordings that are too long
often indicate problems in negotiations. The manager may deviate from the topic, make the buyer wait while he searches for information or contacts technical support. Therefore, such dialogues also require attention.
Another criterion is the result of the conversation. For pinpoint control, recordings of conversations that ended with a categorical refusal from the client and a successful deal are selected from all calls:
- In case of refusal, the analyst should pay attention to the processing of objections, the general tone of the conversation, and the compliance of the information provided with the consumer’s request.
- When a deal is successfully closed, the use of sales scripts is monitored and a rating is compiled from them for employee training
Senior managers and heads of sales departments also find it useful to listen to recordings of conversations on protracted deals. Perhaps the employee lacks experience in solving the client’s problems, closing doubts. In this case, monitoring will benefit both the company and the employee: as a result, the sale will be closed, and the manager will improve his skills with the help of a mentor.
Monitoring is carried out for individual managers and the department as a whole. Analysis of the work of specific employees allows you to identify successful ones and those in need of development. Audit of the department’s activities is aimed at improving regulations and the training system.
It is worth noting that manual monitoring cannot cover all telephone conversations. Even experienced analysts listen to no more than 130 calls per day lasting one minute. With a longer recording, the processing volume is reduced to 20-30 conversations. Therefore, the best solution is to automate the process – use a speech analytics service.
Preparing and setting up the listening system
A company’s listening system is a whole infrastructure. It is formed by specially trained personnel, technical means – services, analysis tools.
Listening services can be different. Some require installing applications on employees’ phones and, when connected to the Internet, transfer information to a single database. Others work only in conjunction with CRM.
The best option is a speech analytics service . It can work with both telephony and when integrated with CRM, provides control over all outgoing and incoming calls, tags and classifies them, allows you to create reports, track dynamics and statistics.
When preparing a listening system, it is important to determine:
- Which employees’ phones will be tapped – sales managers, call center operators or technical support specialists.
- Who and how will evaluate the conversations – assign those responsible, create checklists, outline criteria and deadlines.
- Determine the objectives for which the listening will be conducted.
The goals may be to improve the skills of operators, increase conversion on cold calls, restore control over the sales funnel. Ultimately, achieving them should lead to increased profits.
With manual control, the capabilities of the listening system are limited by labor resources, depend on the volume of calls and the number of dedicated personnel. It is impossible to achieve full coverage with this approach, so it is important to select critically important points – for example, to evaluate only failed sales or conflicts, analyze successful sales.