Conversational Marketing Tips: Monitoring Conversational Quality

Recently we talked with Josette Schneider, Incept’s Conversational Quality Manager, to discuss  monitoring our Conversational Marketing Experts (CMEs) and conversational quality. Below Josette provides some insight on what her department is doing every day to ensure all our calls are exceptional!

Why is it important to have a conversational quality department? To make sure we are making quality phone calls that lead not only to an appointment, but also strengthens the relationship with the donor or potential donor. It is a way to ensure we are meeting the needs of our clients.

What are you listening for when you monitor calls? Each client has specifics that we must listen for, and, in addition to that, we listen for professionalism, compassion, and whether or not the Conversational Marketing™ Expert (CME) is using LAMA to the best of their ability.

How do you select the calls to listen in on? It truly depends. There are times when the calls are randomly selected. There are times when we will listen to certain call types based on a Conversational Marketing™ Experts’ (CMEs’) results. And other times calls are selected by dispositions.

When someone does not do well on a call review (CQ), how is this reviewed with them?Depending on the overall score of the CQ, we complete a coaching form and review the CQ in depth with the Conversational Marketing™ Expert (CME). This is done by reviewing the CQ and listening to the CME’s calls with them. We answer any questions they may have, clarify any misconceptions, and then closely monitor them for their next few shifts to ensure the call is being done properly. When the CMEs listen to their own calls, it really helps them hear what they did wrong or even how they could have handled the call better.

When you hear an exceptional call, how is that feedback give to the CME? We post it on Facebook and attempt to tag the CME if possible. We send out an email to the entire Contact Center Results Team to highlight them, and we also congratulate them in-person ourselves.

Why is it important to build a relationship with the customer? Ultimately, we are trying to provide a “WOW” experience for the blood donor so that they continue their relationship with the client, whether that be now or in the future.

What can every CME do to have a call that strengthens the relationship? Listen and respond appropriately.

How can you implement a conversational quality department into your contact center to not only increase results but also build strong relationships with your customers?

For more information about LAMA, please visit McKee Consulting LLC