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May 01, 2008

Quantitative Telemarketing Quality Assurance

By TMCnet Special Guest
Mark Swanson, Director of Business Development, Tele Resources Inc.,


Quality is something that many telemarketing call centers and telemarketing services providers promote to their telemarketing clients. However, it is often questionable if they truly understand the quantitative benefits of the quality assurance and the telemarketing program as well as its effect on the overall performance of the telemarketing program. In addition, while many telemarketing clients do understand the basic tenants of the telemarketing program, they may not understand how quality assurance may be affecting their telemarketing program and in the end, improving their bottom line.

The following will be an attempt to quantify some of the values of quality assurance on telemarketing programs and their overall effect on telemarketing services providers and telemarketing call centers.

Telemarketing Quality assurance agents typically listen to defects in telemarketing agent’s presentations and call flows. These telemarketing presentations can typically be broken down into 4 area’s 1. Lead Seek/Intro 2. Body or Pitch 3. Close 4 Rebuttals or Objections.
 
Assuming we break a call into these categories and place a value on each category, it is possible to see where telemarketing quality assurance can have a snowball effect on telemarketing services and the telemarketing call centers that run them.

Let’s break this into the four area’s starting with the first. The intro is the gatekeeper and typically the part of the call where the agent attempts to reach the person that makes the decision or the DM. If the telemarketing program being dialed by the telemarketing center is running at one sale per hour or a SPH of 1.0. In addition lets ad the variable of 8 contacts per hour as the control number for the program.
 
If a telemarketing quality assurance agent listens to a telemarketing agents attempt to reach a gate keeper with an incorrect DM ask. That QA then reports the defect in the telemarketing call and the telemarketing agent makes the correction. Assuming that this correction leads to 1 additional contact per hour increasing the overall number to 9, the telemarketing program will then run with the same conversion rate (12.5 percent), meaning there will be 1 extra sale every 8 hours of dialing. Or a 12.5 percent telemarketing program profit increase. If a telemarketing client is spending $10,000 a month on telemarketing services this is an added ROI of $1250.

This defect correction can be added to all four aspects of the telemarketing call flow, meaning that agents have several areas to make mistakes. The more mistakes that are corrected, the more effective the call flow and in the end the more effective the telemarketing program and the telemarketing call center.

Applying quantitative metrics to a campaign can rarely be this easy. In fact, it usually takes a great deal of design and implementation. However, once established, a telemarketing program that quantitatively measures improvement and scores areas that result in higher sales is a telemarketing program that will succeed. Unfortunately this process is rarely used in the telemarketing industry but when applied, it has resounding effects.
 
 
For more, check out the Telemarketing Services channel on TMCnet.
 
 
Mark Swanson is Director of Business Development at Tele Resources, Inc.
 
 

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