January 1999 -- Online Exclusive

Self-Policing In The Teleservices Industry

BY NOREEN KAMINSKI, DIALAMERICA MARKETING, INC.

There has been a tremendous focus in the past few years concerning telemarketing legislation and overall compliance throughout the industry.

It's not as simple as adjusting to the federal and state laws that apply to your business. You also need an "infrastructure" to disseminate and implement the laws as well as an "overall" total quality approach to your business.

My first objective was to provide each division of DialAmerica with an ongoing flow of Q/A information and to update everyone on the various industry legislative requirements.

As my first major step, I designed a "road map" outlining all the key Q/A issues and set out to reach our quality destination by focusing on these specific areas of importance:

Corporate Philosophy
The principal theme underlying all DialAmerica activities is "respect for the individual." This approach shapes the company's relationship with its employees, clients and customers. In addition, our quality assurance goal is : A Zero Complaint Environment.

Code Of Ethics Brochure
It was important to make sure all sales facilities are using our "Code of Ethics" brochure which was developed to inform all sales personnel about regulations pertaining to the telemarketing industry as well as learning proper sales techniques and training procedures.

Quality Assurance Compliance And Information Manual
This manual was created to provide the DialAmerica management teams and clients with the following information:

• Federal and State Laws
• Client Compliance/ Information
• DialAmerica Compliance/ Information

We are committed to informing, training, and reinforcing all applicable laws within our organization and will continuously monitor proper phone etiquette and mandatory compliance requirements throughout our sales efforts.

It is also our policy to inform and advise all clients as to the requirements and scope of all federal laws and their responsibilities regarding compliance.

Q/A Guidelines Manual "Driving Quality Within An Organization"
This manual was developed to give our clients, management teams and sales branch personnel an "overview" of our expectations, guidelines and resources that are in place for the ongoing benefit and enhancement of quality assurance.

The focal point of the manual is "What We Are Trying To Achieve" which leads into the various Q/A areas listed below:

• The Program
  A comprehensive, effective Quality Assurance Program which "exceeds" our clients' standards and embodies our belief that "customer satisfaction is the best comprehensive advantage."
  
  
• The Best Call Quality
  Begins with: Hiring the best, Comprehensive training, Continuous assessment and coaching.
  
  All calls should focus on the customer and you should hear the same consistent quality on each call.
  

• Monitoring/ Q/A Database
  Why Monitor Calls?
  • To ensure customer satisfaction
  • To clearly identify training opportunities
  • To measure and acknowledge superior performance

Each division and the Q/A team monitor TSR's on a continuous basis in order to improve overall quality assurance and continue the sales coaching and teaching process. In addition, a new database has been developed to analyze TSR results and provide the management teams and clients with a better TSR Q/A profile. This has become a very valuable tool in achieving our overall quality objectives.

A rating system of 1 - 5 is applied to sales and customer service areas and averaged to obtain an overall quality rating. Y/N (Yes or No) categories are used for strict compliance or technical issues. The numeric values are as follows:

5) Outstanding
4) Excceds Expectations
3) Meets Expectations
2) Needs Improvement
1) Unacceptable

Leadership reports analyzing TSR quality performance are available for whatever time frame is requested. The reports can analyze quality performance by TSR, TSR team, supervisor, and overall program.

• Brand Imaging
  TSR Consistency
  TSR adherence to the script is critical. When we make or receive a call WE ARE THE CLIENT! TSR's need to follow script guidelines while conveying the program details in a conversational fashion. How we satisfy the consumers needs and expectations, will, over time, determine if they will become "Customers for Life."
  
  Script Adherence +Conversational Dialogue = Solid Brand Imaging
  
  
• Continuous Improvement/ Resources
  Consumer feedback forms
  The sales management team provides the client management team and Q/A Director with "consumer feedback forms" each week for review and follow-up in addition to keeping clients informed about their programs. Some of the items covered are as follows:
  • Does the consumer understand the selling
    proposition or offer?
  • How is the consumer responding to the offer?
  • What are some suggestions and solutions for
    improvement?
  • Be client conscious - what types of ideas or
    observations would improve the program most?
    
    
• Human Resources
  The DialAmerica Human Resources Team provides us with the best practices and procedures for hiring, training, and developing our employees.
  
  In order for all of us to reach our respective objectives, the team upholds the following standards:
  • Vision: To recruit, hire and train the best telephone sales representatives so that we can deliver the highest level of performance.
  • Purpose: To work in partnership with all divisions to champion internal competitiveness and excellence.

The Q/A Director regularly attends industry conferences and quality assurance seminars such as the IQPC (International Quality and Productivity Center), ATA (American Telemarketing Association), and DMA (Direct Marketing Association). These programs are important to keep abreast of new ideas and concepts being used in the industry, to improve overall quality, and to enhance our ability to deliver the best possible quality service.

In addition, DialAmrica is proud to be one of the founders of Tele�Watch, which is an organization created by teleservice providers committed to maintaining high standards of professionalism and ethical behavior in the telemarketing industry.

Needless to say, quality assurance at DialAmerica is now a high-level, company-wide and ongoing process of teaching, training and evaluating all employees in terms of the standards and compliance issues for success in today's environment.