22 January 2015

How To Fall In Love With Your Call Measurement Company


So, you’ve realized that partnering with a call measurement company can help your company be more successful—you’re going to improve your customer experience, grow your knowledge of your business, and increase your market share. Just keep in mind, you’ve got a little homework to do yourself. Make sure you’re doing these three things first, and you’ll be able to make the most of your relationship with a call measurement company.

1. Put Data To Work With A Clear Plan Of Action

One key component to a valuable call measurement relationship is also one that’s often underestimated or omitted completely: the plan of action that’s going to drive the changes you want. Call measurement promises data (and lots of it!), but don’t forget that the information alone will not change your business. It’s your job to prepare by designing a plan that outlines what steps you’re going to take with the results you get. Here are a few best practices to consider when designing that plan:

  • DO determine your high level and front-end goals.

  • DO find out what you want to see based on where you are currently. Positioning statements like this can be helpful: “We expect to start out at 60%, but we want to raise our grading to hit 75%.”

  • DO articulate what you hope to gain through call measurement.

  • DO engage your entire company in this process. You’ll not only set smarter, more attainable goals, you may even learn about things you weren’t aware of.

  • DON’T feel overwhelmed by goal setting. It’s normal to feel confused, frustrated, or like you just don’t know, but don’t let those feelings keep you from sitting out. Also, keep in mind, you don’t have to set these goals alone. In fact, a good partner won’t let you try to do this by yourself.

Your partners at your call measurement company should sit down with you (and your team) and have an open discussion and brainstorming session with you. By leveraging their experience, you can make sure your plan of action is going to help you gain momentum. Remember, when your business is improving, so is your call measurement company’s.

2. Let Your Data Give You Flexibility

Once you’ve set your goals and implemented the system, it’s all about the data. Some of those numbers may delight you, some may disappoint you, and some may confuse you. When the analytics aren’t what you hoped they’d be, keep this in mind: just as good boxers learn to move in the same direction as the punch to lessen the blow, making the most of your call measurement analytics means rolling with the punches.

In practical terms, that means you don’t have to stick with a plan just because it’s on paper. A good plan leaves room for areas of growth and elimination, so if your call measurement data shows that one or several areas of your business plan aren’t working, you can change course—the data will keep up with you. The dynamic approach call measurement gives you means you’re constantly able to look at the facts to stay in step with and adjust to any changes in your organization. And because the data never stops coming, you’ll never stop gaining knowledge in which to make better, smarter decisions.

3. Ensure Infrastructure

You’ve got data and you’ve got a plan to make the most of it. Now that you know what you don’t know, make sure you have infrastructure in place that allows you to handle making any changes you need to. Some common infrastructure changes include:

  • Increasing or decreasing budgets

  • Improving coaching and training

  • Refining scripts and testing them

  • Pricing adjustments based on data-driven insight into your competition and marketplace

When you prioritize preparing your business for transitioning to a partnership with a call measurement company, you set yourself up for the best possible outcomes. You’ll find the neutral data is useful information you can use both immediately and leverage in the long term to to make real, critical biz decisions, and you’ll be able to put those changes in place because you’ve set goals, allocated resources, and aligned your entire company’s vision in advance.