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3 Ways to Track Agent Performance and Improve Your Sales

October 17th, 2018

No matter what kind of call center you have, staying connected to agents allows you to keep up with a plethora of (KPI) key performance metrics. From knowing how well calls are converting or keeping up with agent performance and call length - having the data is crucial to better customer service and a more lucrative and respected business.

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Call Conversions

Your sales conversion rate is based on sales resulting from customer interaction. If your agents work in sales then this is an important KPI to be aware of. This combines seamlessly with tracking agent performance because it allows you an understanding of what key features are making the sales possible. Make better decisions on training and sales pitches by having the numbers and knowing what is working and what isn't.

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

Customer Satisfaction

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

86% of customers surveyed said that if there was an emotional connection with a customer service agent, they would be willing to continue to do business. However, only 30% felt the companies they had interacted during the past year had made that connection.

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

By being able to track what your agents are saying, how they are interacting with customers, and their overall performance, you can better educate those who are not performing to the best of their ability or to your company standards. Call recordings allow you to do that and more by recording every call and keeping it up to 30 days.

Call Lengths

Call data encompasses a plethora of metrics. These include things like call length, which is a critical metric. Call length is important for a number of reasons, it allows you to optimize your agent's time spent on a call for one.

A call that is too short means that the customer or potential sale is most likely not getting all of the information they need. It could also mean that an agent is hurrying through the call or has not vocalized the right words to further interest. In this metric, an agent may be focusing on quantity, not quality - especially for those with a quota of calls.

On the other hand, a call that is too long is perhaps better than one that is too short but it can lead to wasted opportunities with other clients or sales that are not being waited on. There are other issues with longer calls - perhaps the agent is not laying the foundation but sharing everything at once, which can lead to a perception of less value. Or they could simply have a chatty person on the other end which may be fine if that person is a viable sale or customer but not if they are talking to simply have 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.