Every year, companies throw a lot of money at the development of their call center processes to guide rep performance. Generally speaking, businesses seeking to improve call center performance will concentrate on developing more scripts, purchasing more tools, and collecting more data to find that magic lever that will boost results.
We've learned from our experience with call centers across a variety of industries that these moves, while they can be valuable, won’t fix the real underlying issue preventing the best performance of these teams:
Although most call centers have spent years—and a lot of money—perfecting their call flows, the reps responsible for putting them into action often fail to adhere to basic behaviors on the phone that will lead to success. According to our findings, managers overestimate the frequency at which reps adhere to key call flow behaviors by an average of 50%.
Introducing the Behavior Change Cycle
The Behavior Change Cycle is a methodology you can use in your call center to improve your team’s adherence in a fast, meaningful, and scalable way. We built it in partnership with our clients, who have seen double-digit rises in behavior adherence resulting in millions of dollars in increased revenue. So we’re pretty proud of it! You can get a deep dive into the Behavior Change Cycle by downloading the full free eBook here.
Let's look at how you can use this approach to coach your team.
Call Coaching and the Behavior Change Cycle
Leveraging the Behavior Change Cycle to impact coaching effectiveness works best when managers do a few simple things consistently throughout the target timeline and across all reps.
Here are some suggestions for ensuring continuity in the team's coaching on key behaviors:
Daily feedback cadence
Managers should review calls in which the behavior happened AND those in which it did not, offering input to each rep at “coachable moments” in the call. This process can be really time consuming - and even prohibitive - if managers need to listen to full call recordings for each rep. (This is where technology solutions like VoiceOps can be highly beneficial.)
Review and address 5-6 calls where the action went well (or not). Although the call analysis and commenting were done previously, a well-structured 1:1 as part of the systematic Behavior Change Cycle allows for more in-depth coaching and learning as well as a better use of manager-rep face time.
Need-based group training
Use the adherence data you're gathering to find out who's having problems and encourage them to attend extra behavior training. You can open it to everyone, but require participation from those below your previously set behavior adherence target.
Who doesn't like some friendly competition? Create some enthusiasm and momentum by rewarding the individual with the best stats, highest adherence rates, and so on.
Implementing the Behavior Change Cycle
Using the Behavior Change Cycle will boost your team's adherence to key behaviors, resulting in higher conversion rates, improved efficiency, greater engagement, lower attrition, and less money left on the table.
This is an approach you can begin to implement right away with your team, whether you’ve got a technology solution behind you or not (although it’s certainly easier and quicker when you’ve got a coaching enablement platform like VoiceOps to do the heavy lifting!)
If you’re interested in coaching enablement for your team, click here to learn more about VoiceOps.