Let’s get it straight. Converting leads into customers is the main task of any call center of a brokerage company. The effective operation of a call center is also an opportunity to provide its customers with high-quality service to achieve the desired financial result.
As you already understood, control of the quality of customer service is one of the ways to manage the results of operators’ work. If you want to improve the performance of your operators, then you should follow these methods.
Today, we will consider the most effective tools for improving the efficiency of a call center.
In recent years, the automation of routine processes has become a viral thing. In this way, brokerage companies significantly improve the productivity of their back-end departments. Thereby companies increase customer satisfaction while reducing the cost of managing the call center.
Automation of Processes in A Call Center Using IVR
IVR (Interactive Voice Response) – a service that plays voice messages and processes calls using thoughtful scripts. IVR can provide benefits not only to the company but also to customers. Let’s take a closer look at this service.
While using an IVR system to manage a call center, a brokerage company:
⚪ Reduces the delay on a call
⚪ Cut the cost of human resources
⚪ Serves 30-60% more customers, which significantly reduces the load on operators
⚪ Forms a positive image
⚪ Manages a CRM system to distribute leads based on the request automatically
Some of you may argue that despite the listed advantages, an automatic voice menu can negatively affect the mood of customers and disrupt the deal. This shortcoming can be easily eliminated by using a well-thought-out logical structure of the answers.
Thus, the user receives responses much faster, positively affecting the conversion of leads to customers.
Effective Use of A CRM System
You’ve probably already heard about various CRM systems. However, far from every brokerage company uses this powerful tool to consolidate the work of sales managers.
As a top manager, you probably strive to ensure that each request is processed on time and converted into a real client. Meanwhile, developers created a CRM system to keep all the most critical customer information in one place.
The sales manager does not need to request information from different departments before calling a client and closing the deal. Moreover, such software solutions as Profit Center FX CRM can:
⚪ Restrict managers in viewing information depending on access rights
⚪ Assign individual access rights to each employee of the company
⚪ Record incoming calls, controlling the level of interaction between a manager and a client
⚪ Automatically distribute leads among the company’s employees, considering the specified priorities
⚪ Prevent information leakage – the system allows you to see a lead’s information only after clicking on the appropriate icon
⚪ Select the most suitable service for a user or make a cross-sale based on the history of interaction or personal information
⚪ Use a precise call center management algorithm
Taking advantage of the WFM system
WFM-system (Workforce Management) – software required for contact center staff management. The IT solution is used to plan the workload of employees and thereby increase the efficiency of departments.
Managing a contact center using WFM looks quite simple:
⚪ You indicate the required level of service quality
⚪ Add the number of employees
⚪ Draw up a work schedule, taking into account breaks and days off
⚪ The system automatically distributes the optimal workload for each employee
⚪ As for the brokerage, using such a system to manage a contact center means:
⚪ Better ROI (return on investment)
⚪ Gradual improvement of the quality of work of each department
Using a similar system to manage a contact center, brokers can:
⚪ Build an optimal balance between the number of employees and the planned scope of work
⚪ Optimize the number of personnel
⚪ Evenly distribute the load among all call center operators
⚪ Monitor compliance with the work schedule
Contact Center’s KPI
KPI (Key Performance Indicator) are indicators used by a broker to understand how effective the work of the call center department is. Experts recommend analyzing the department using the following parameters:
⚪ General KPI of the department performance
⚪ KPIs of call center operators’ availability for incoming calls
⚪ KPIs for assessing the level of customer satisfaction
⚪ KPI quality of service
⚪ KPI of each operator
Keep in mind that KPIs should be not only objective but also achievable. Try to set the following KPIs for contact center employees:
- The number of users converted into real customers from the first call
- Number of refusals
- The number of outgoing calls during the working day
- Time of keeping a user on the line
- The level of customer satisfaction and so on
Using Scripts
Assessing the quality of each operator’s work will look much easier if you conduct an audit for compliance with a particular scenario specified in the script.
Using a clear and well thought out script, contact center operators will be able to:
⚪ Communicate more confidently with potential users
⚪ Not to lose the thread of the conversation
⚪ Have the answers to the FAQs at hand
⚪ Maintain a high level of service
Using a pre-compiled script will allow contact center operators always to keep up-to-date information about the products of the brokerage company. For more effective control, be sure to request feedback from call center operators, including:
⚪ The point when a client broke down
⚪ What doubts a client expressed
This way, you can better understand how managers deal with objections and how effectively they perform their tasks.
Takeaway
All of these points can positively affect the final result of the contact center’s work. A well-built system allows brokerage companies to reduce the waiting time for a client’s response. These tools are also capable of increasing the conversion of potential users into real customers.
The system for assessing the quality of the call center should include an audit of all incoming and outgoing calls and the level of customer satisfaction. Brokers who regularly measure the conversion rate from user to customer and pay attention to staff motivation and training consistently achieve better results.