Phone Systems That Work

June 30, 2009

Last time we talked about a system for effectively managing your inbound phone calls – perhaps the most important contact your clients and prospects have with your agency.

I identified 8 different caller types and said your call management system must strike a balance between caller experience and efficient processing.  What did I mean by that?  It’s an important answer …

On the one hand we want our office, our systems to run as efficiently as possible.  So, one objective of your call management system should be to route calls quickly and invest as little time as possible in each call.

On the other hand we want the caller to have a positive experience.  This is our chance to impress that prospect and solidify our client bonds.

And these two objectives are very often in conflict.

For example, we could get a prospect off the phone in a hurry if we really tried.  Very efficient, yes, but that would be counterproductive to creating a positive experience for that prospect.  Our closing ratios would plummet!

So, in the case of a prospect call I say designing a fantastic caller experience is more important than achieving maximum processing efficiency.

I’m going to make sure my “prospect call management system” is designed for maximum impact on the caller – with as much efficiency as possible built in, as well, as long as it doesn’t detract from the caller’s experience.

Now contrast that with a mortgagee trying to get proof of insurance on a home policy (what I call a third-party caller).  I’m much less concerned about this caller’s experience than I am about a prospect or a client.

In this case, efficient handling takes the front seat.  So much so that I might just dump these callers to a pre-recorded voice mail that tells them how to request their information by fax.  

Not necessarily a wonderful experience for the caller, but it keeps my team focused on the most important work they need to be doing … prospects and clients.

Key Point – You can’t expect your team to know what you think and feel.  You can’t expect new hires to come with a mindset that matches right up to yours.

That’s why you must systemize!  YOU decide how you want the different caller types handled.  YOU decide what the balance between experience and efficiency will be for each caller type.

Then get it documented, train your team, monitor for compliance and keep the channels open for constant improvement.

© Copyright, 2009 by Sweet Spot Marketing, Inc. and Joseph J. Hagan, Jr. All rights reserved.

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Posted by Joe Hagan

Phone Handling Missing Ingredient

June 23, 2009

When we design a phone call management system I’m not talking about phone equipment. I’m talking about what happens when the phone rings at your agency – what’s said, how calls are screened, how they’re routed, etc.

More specifically … what experience does the caller have? And how efficiently are calls routed to where they truly need to go?

While designing his call management system, a client recently said to me in jest, “I just need somebody to answer the phones!” But we all know it’s not that simple.

Phone contact – by machines (yuk!) and by humans – is part of your agency’s life-blood and can’t be left to chance or the whims of certain people. Arguably, more sales are lost when the phone’s answered then at any other time!

Your call management system must strike a balance between caller experience and efficient processing as these objectives are often in conflict.

Perhaps the most important idea to start with is that not all callers are created equal. Some are simply more important than others.

I’ve identified 8 different types of callers in my phone management system. And I have different experience and efficiency objectives for each type.

Therefore, the balance between experience and efficiency is not one thing … it’s different for each type of caller.

The types are … prospects, clients, VIPs, company personnel, third parties, agency business, personal calls and all others.

The questions you need to answer are – What do I want my prospect’s experience to be when they call? What standards and objectives do we have for handling and possibly returning those calls? What priority does this caller have compared to others?

Then ask those same questions for all the other caller types. Use your answers to design a call management system that delivers an exceptional experience to important callers and maximizes efficient handling of the less important ones.

And be sure to document your system! People have flawed memories and new people need a training guide.

Make phone call handling a SYSTEM. And make that system a true asset for your agency.

 © Copyright, 2009 by Sweet Spot Marketing, Inc. and Joseph J. Hagan, Jr. All rights reserved.

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Posted by Joe Hagan

Easier Staffing Decisions

June 16, 2009

Staffing is undoubtedly the biggest frustration area for any business owner. And it spans a broad range of issues from hiring to termination and virtually dozens of areas in between.

Today let’s talk about the very beginning of the staffing process. If you get this first step right, then every other aspect of staffing has a much greater chance of success.

Plus, this is especially important if you have existing staff in a changing, growing agency.

This critical first step is … getting clear on what your employment responsibility is.

First, let me be emphatic about what your responsibility is not … you are NOT responsible for creating jobs for people.

Yes, as an agency owner you will (most likely) create jobs for people.  But that is a by-product of right thinking, not one of your primary responsibilities. Let me explain …

You are responsible for setting and achieving business goals. And you are responsible for defining what your business needs to hit those goals.

You are then responsible for filling those needs. And in this regard you will likely create opportunity for people.

The key point is YOU define the opportunity based on what your business needs to achieve its goals. And then you find the right person to fill that opportunity.

I said earlier this is especially important if you have existing staff. Why?

Because when you think through the process I explained, there’s no escaping this hard truth … as your business goals change your business needs change. And, in turn, the employment opportunities you can offer must change.

But many agency owners are hand-cuffed by a staff structure that met their needs in the past, but now holds them back from achieving their goals.

The solution is quite possibly the hardest part of being an agency owner. But it’s a responsibility you must address head on if you are to succeed as you wish to.

You must re-define your employment opportunities based on what your agency needs to achieve its new and future goals.

Hopefully, your existing staff can step up to these new opportunities. But if they can’t, can you allow them to hold back your entire organization?

Remember, you create “opportunity” – not “jobs”. It’s up to your existing staff to seize the new opportunity.

© Copyright, 2009 by Sweet Spot Marketing, Inc. and Joseph J. Hagan, Jr. All rights reserved.

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Posted by Joe Hagan

Instant Improved Client Service

June 2, 2009

You may think treating people well is common sense.  I assure you, it’s not!

Each individual has their own ideas – based on their upbringing & experiences – of what it means to treat someone well.  It’s all a matter of opinion.

That’s why your job is to end the mutual mystification game, design the experience you want your clients to have, systemize and document it, and train people to do it your way.  No more debate.  “This is how we treat people around here.”

Now this concept of “designing the client experience” is huge.  It permeates your entire agency operations – from your printed materials … to what your office looks like … to how human interactions go … everything.

Today I want to focus on one simple thing you can do to improve your clients’ experience every single time.  (Who knows … it might even lead to more referrals!)

Always say what you can do, never what you can’t.  “I already know that” you say?  But does everyone on your team actually live it – every day, every client contact?

Let’s say a caller explains their problem to your receptionist.  He hasn’t a clue what to do, so he very politely says, “I’m sorry.  I can’t help you with that.  You need to talk to a CSR.”  Polite and truthful … but feels bad to the client.

Better to say what he CAN do.  “I understand. I can get the right person to help you.”  This feels better to the client.  This is designing the client experience – part of it, anyway.

The “I Can” approach also applies in situations where you ARE qualified to help the client.

When people call your agency their first concern is talking to someone who can help them.  They have a psychological need to know they’ve got the right person before they deal with the issue at hand.

So, improve their experience with your agency by closing that first emotional need for them.  A key phrase everyone in your agency should immediately adopt is “I can help you with that.”

Now check out this double-satisfaction-whammy …

The caller asks about car and home quotes.  The receptionist says, “No problem. I can get you to the right person.”

Then your CSR picks up and says, “Hello.  I understand you’re calling about car and home insurance?”

“Yes” the caller says.

“No problem,” says your CSR.  “I can help you with that.” 

Two people telling the caller what they can do for her.  This is feeling good!  Now the caller is ready to answer questions.

And this applies to your existing clients, too.  If someone’s been dealing with your agency for 5 years, they don’t necessarily know what everybody does.  We assume they do, but they have their own lives to worry about.

So, let them know when they express their problem or question.  “No problem, Joe.  I can help you with that.”

There are many, many opportunities to integrate the “I Can” mentality into your agency.  Find them.  Implement “I Can” language.  And instantly improve your clients’ experience with your agency.

Who knows?  You might actually get more referrals from happier clients!

© Copyright, 2009 by Sweet Spot Marketing, Inc. and Joseph J. Hagan, Jr. All rights reserved.

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Posted by Joe Hagan