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3 Ways to Track Agent Performance and Improve Your Sales

October 17th, 2018

No matter the call center, staying connected to agents allows you to keep up with (KPI) key performance metrics. Having the necessary call data is crucial to better customer service and more lucrative and respected business. The primary information you want to look at is conversion rate, agent performance, and average call length.

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1) Call Conversion Rate

Your sales conversion rate is the number of visitors that buy something out of the total number of visitors. So for sales agents, then this is an important KPI. This metric ties in closely with tracking agent performance. Both give you an understanding of what key features are making the sales possible. As a result, you can make better decisions in training and sales pitches.

For instance, your inbound team specializes in vacation sales. You notice that a few team members mention a specific benefit of the vacation, and those agents have the most conversions. This review is imperative in making changes to the sales script. You want other agents offering similar advantages and re-educating those who stick to a specific text. While scripts don't always work best for sales, you can make that decision by knowing what works and what doesn't.

2) Customer Satisfaction

One of the most important key performance indicators is customer satisfaction. According to these statistics from Forbes:

"Brands are failing to create the positive, emotional experiences that drive customer loyalty.” The result is that 67 percent of customers have become “serial switchers,” customers who are willing to switch brands because of a poor customer experience."

There is a reason most call centers have their employees smile while on the phone - it leads to better customer interaction.

You can better educate those who are not performing to the best of their ability or your company standards. Tracking what your agents are saying, their interactions with customers, and their overall performance is vital. Phone call recordings allow you to do that and more by recording and storing every call for later review.

3) Average Talk Time

Call data encompasses a plethora of metrics. Another critical metric is call length or average talk time. Call length is important for several reasons, and it allows you to optimize your agent's time spent on a call.

A call that is too short means that the customer is most likely not getting all of the information they need. It could also mean that an agent is hurrying through the call or possibly not sticking to the script. In this case, an agent may be focusing on quantity, not quality - especially for those with a quota of calls.

On the other hand, can lead to wasted opportunities with other clients or sales that aren't closing in a timely fashion. There are other issues with longer calls. For example, the agent is not laying the foundation but sharing everything at once, which leads to a perception of less value. Alternately, they could have a chatty person on the other end. It's good to converse with a viable sale or customer to a point. It becomes a problem when they are having a conversation that has nothing to do with the product or service.

A Valuable Combination

All of these metrics put together offer a combination that is valuable and helps increase call center productivity. Whether you're focusing on conversion rates or average talk time, there is plenty of optimization to be done from the data. Are you missing opportunities?