Customer Service (part 2)

Part 2 of this series focuses more on actual phone systems, metrics and tools to close sales.

Many times a business owner will run out to Staples, pick up a few business phones and desks and call it a customer service operation. While this works if you're just starting out or don't field many calls, you should research getting the right equipment and making the investment for the long run. Why you ask? Getting the proper phone system in place will allow you to make your customer service operations more effective and efficient because you're giving employees the proper tools. Its akin to giving a web designer a 10 year old computer with an old version of PhotoShop. Sure, you may get the job done, but its going to take longer and the end product may not be as nice.

Nortel offers a great call center package that includes well-featured phones and software to track phone metrics. With their system, you can make your business look bigger than it actually is by having enterprise level functionality. For example, you can implement a phone tree (menu) and group employees according to skillset. For example, you can divide your employees into one group of order takers and another group for order follow up. The entire system can be managed through a web interface.

Measurement is the key to effective management. You need to know how many calls are coming in, call reason, how many hang up, how long it takes to answer, how long the calls last and how many calls convert into sales. Knowing these numbers allows you to hold employees accountable, take steps to improve, create promotions and set up contests to reward performance.

Here's a scenario of how all this ties in to effective customer service:

Your current operation brings in 100 calls per day. 30 calls are for order follow up, 20 calls are for order placement and 50 calls are general product inquiries. Only 5 orders are placed (5% total conversion) for 10 total products (UPT =2) for total revenue of $200 (AOV=$40).

Keep in mind every phone call is an opportunity to sell.

After reviewing concrete data, taking steps to improve processes and creating a bank of promotions you devise the following contest. Employees will qualify for the contest if the group generates $300 in revenue. From there, you calculate which employee contributed most to the revenue total and you award him/her.

This is a simplistic take on the situation, but, you can't argue the results when you have a motivated group of employees who are working toward realistic goals set forth after reviewing concrete data. Making the investment in proper equipment will pay off in spades in the near and long-term.

If you have a call center operation and need help maximizing your operation, contact MJM for information that will get you moving in the right direction. Email us at info@mjmecommerce.com or visit us at http://www.mjmecommerce.com/.