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.