What Is Call Scoring?

How good are you at giving feedback?

Do your customer support reps accept their mistakes straight away?

Are they always tolerant?

Are they ready to adapt and change their methods?


Let’s be honest, feedback is tricky and can be risky. Personal biases are hard to recognize and control. Managers need backup and data to substantiate feedback. Evaluations can turn out dry and uninspiring. In the end, our sales reps are not motivated, and we fail to achieve that coveted successful customer service and sales experience.


So, what tools do you have to support feedback? Call scoring!


What Is Call Scoring?


A call scoring system essentially evaluates inbound phone calls. One of the key things a call score produces is a close rate. A ‘close’ can be anything depending on the purpose of the call. If it is an inquiry call, setting up a demo can be accounted as a close. If it is a demo call, presenting a quotation can be a close. Or if it is a follow-up call, a sales can be a ‘close.’ For certain industries, getting an appointment can be a close.


Simply put, if the number of successfully closed calls is high, you have a good close rate. And logically, if your close rate is high, your revenue is higher since your sales reps can convert a higher number of leads for a high close rate.


4 Steps for Effective Call Scoring


The following four simple steps will help you understand the entire process of effective call scoring, and it’s importance.


#1 Establish the Criteria of a Successful Customer Service


We’ve already established that a ‘close’ can look differently for every type of call, every industry or even every customer requirement. A good close rate is different for different industries. So, to start the call scoring procedure, you must first define your close.


Here are some things to consider when establishing a successful customer service:

  • What are the most common requirements or questions your customers and leads raise?
  • What according to you is an ideal way to handle these queries?
  • Set a list of criteria that usually achieve a ‘close’.
  • Remember, your definition of ‘close’ is the standard to which your call scoring system will compare your sales agents’ or customer service reps’ performances.
  • Be thorough and specific about your expectations.


#2 Record Your Inbound Calls


The next step in the call scoring process is recording the calls you intend to score. Ideally, you should document every call that comes in. A call recording will help you monitor and evaluate each of your phone calls.


#3 Listen to the Call Recordings


Now that you have call recordings, you need to start analyzing the conversations by listening to these phone calls.


Here are things to look for:

  • Observe if your agents are following the script.
  • Are they following basic phone etiquettes?
  • Are they using the right words and the right tone?
  • Do they ask for the business?


An efficient call scoring system can quickly answer all of the above questions.


Listening to calls from a sales training mindset helps you get deep insights into your team’s performance. The call recordings can pinpoint even the smallest flaw in your sales and customer support reps’ performances.


#4 Evaluate and Score the Calls


The final step is where you compare the actual call performance to your set standard of criteria. The comparisons help you evaluate skills, score the calls and determine close rates. Use the outcomes when you give feedback and conduct training programs.


It can take thousands of scored calls to draw a valid conclusion about an employee’s performance. But the feedback will be based on data and not just gut feeling, instinct or a biased judgment. This is a much better game plan!


Reality is probably settling in, and you’re wondering how you can tackle the last two steps: listen to calls and evaluate them. Depending on how many calls you receive these steps can be colossal and not feasible to do in-house. Listening to every call requires significant human resources and budget. Plus, don’t ignore the factor of human error.


This is where Listenforce is so valuable! Our speech-recognition software and set of algorithms automate the call scoring process. We monitor each of your calls, find and fix problems by analyzing and pinpointing areas for improvement. We do this in minutes and give you continual feedback and data. And we consistently follow-through to keep you on your A game!


Give Listenforce call scoring a try and see how easily listening to calls can be.

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How Customer Service Training Benefits Your Company

In the last blog, it was Tony who was unhappy about being a customer service representative. Today it’s his boss who is feeling downtrodden.


A reminder about what Shep Hyken has been preaching for years might give him the necessary push:

Customer service training cannot be accomplished in a day or two. It is an on-going process. The market keeps changing, new trends arise every day, your product develops, your customer needs shift and in some cases even your customers change. All these factors are a solid reasons to repeat and add to your customer service training on a regular basis. According to a Gartner survey, 89% of businesses expect to compete mostly on the basis of customer experience, versus 36% of companies a few years ago. Hence, it is safe to conclude that remarkable customer service is a competitive advantage. And the best way to achieve this advantage is through customer service training.


We have already seen the top 5 benefits of customer service skills. Today, we will get even more granular about customer service training.


#1 Shift Focus from Money to Customer Experience


It is only human to feel that making money is a priority. Plus, there is a fine line between being ambitious and falling prey to corporate greed. With the growing competition, it is highly possible that your sales reps have started looking for ways to extract more money from your customers.


But you probably already know taking advantage of your customers is a harmful practice. It delivers short-lived profits and long-term damages to your company as a brand.


Customer service training sessions can act as a reminder that customers need to be treated like family. This is a customer-first world!

#2 Reinforces the Company Culture


Traditions Training at Disney is the very first experience for a Disney employee regardless of what they’re hired to do. Disney is well known for their customer-friendly company culture and it all begins with Traditions Training. At training that they learn about the basics of a genuinely customer-focused Disney philosophy. Corporate traditions designed by Walt himself are passed on to the newest hires. These traditions include even basics like picking up stray pieces of trash on the ground. It is an essential skill that goes all the way back to Walt. The man behind the mouse was known to pick up litter in the streets of Disneyland to keep up the flawless appearance of his park. Naturally, employees are expected to follow suit.


If you, your boss or your boss’s boss did something exceptional for the business, a customer service training program is a great way to pass on this wisdom. Sharing each other’s experiences and challenges will highly boost your team’s morale and motivate them to do better. This is a benefit no company with a long-term vision can ignore.

#3 Builds Inter-Departmental Bonds


For a unified customer experience, it is necessary that all the departments are on the same page. It is also important that every department is up-to-date with customer statistics and data.


Customer service is the department that constantly communicates with customers, and learns about their problems, interests, and needs. While training your representatives pay close attention to a customer’s needs and feedback, also train them to effectively communicate these points to other departments. The feedback from customers can provide new content ideas, help sales focus on the pain-points, and the dev team to enhance the product.


In short, training one department to care can benefit all the departments to grow.

Happy, delighted customers are your very best bet for generating new business. Word-of-mouth advertising is the best kind of advertising money cannot buy. So, customer service teams need to deliver beyond your customers’ already high expectations. Exceeding expectations is rarely an accident. It requires training and effort. Albert Einstein said:

Keep learning! And continue providing opportunities for your team to learn more.

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