Whether you’re a call center manager, owner, admin, or analyst, you may be using the terms “Contact Rate” and “Connection Rate” interchangeably…
It’s a familiar scenario.
Agents chasing gruelling sales targets. Contact center owners pacing the sales floor to check on the status of those gruelling sales targets. And towering TV monitors dramatically announcing the “winners” and “losers” of the day’s gruelling sales race.
How RMC used Convoso to increase contact center conversions by 75%
Resource Marketing Corp (RMC) was looking to maximize its contact center’s lead and agent efficiency. With good reason — Resource Marketing Corp (RMC) provides live transfers for growing companies, partnering with each client to provide a unique footprint and transfers of qualified leads. Operating efficiency is critical to RMC’s success delivering leads.
“The job ran me. Our agents were not dialing right. We were wasting leads,” said Mike Velardi, Senior Vice President at Resource Marketing Corp.
RMC looked for a software solution that could help automate, streamline, and scale its contact center’s operations. “With Convoso, we now have the most efficient system we can imagine with an incredible level of support,” said Mike Velardi, Senior Vice President at Resource Marketing Corp.
Since switching to Convoso, RMC has seen:
– 25-40% improvements across all key efficiency metrics
– 75% increase in conversions with Convoso
– 10% growth in live transfers from voice broadcasts
Here are four key ways RMC has improved its contact center efficiency.
Streamline lead data so it’s no longer being wasted
“We used to dial 30-40% more data with the previous system because it didn’t have the right tools,” said Velardi. “We were over dialing.”
Velardi said RMC was able to streamline its lead recycling capabilities, its leads follow disposition workflows, and its lead follow-up automation. These all served to help RMC call fewer leads.
“Our time and effort to reach the same amount of people has been reduced by 30%. We don’t have to over dial,” said Velardi.
One of the best KPIs for measuring lead efficiency is Cost Per Acquisition (CPA), which measures your total cost to get one specified acquisition.
Automate workflows so every agent’s time is maximized
RMC had been struggling with agents staying in dispositions and wrap-up too long after calls. Agents were bogged down by the number of manual maneuvers they had to make throughout their workflows.
Velardi made some important setting changes to automate as much of each agent’s workflow as possible. Average agents now see 30-50% more conversions. “Agents don’t have to move leads on a workflow anymore,” said Velardi “They make 2-3 moves to complete an action; it used to be 8-10.”
Explore the productivity of your outbound sales team with our seven-question quiz. Or dive into our comprehensive guide to training outbound contact center agents.
Automate operations so manager efficiency is at an all-time high
Velardi was spending large chunks of each day keeping the chaos of RMC’s previous workflows under control. “To hit our level of success, I was forced to over-manage because it was just held together enough to avoid breaking. I never felt comfortable walking away.”
Velardi looked for software that could help RMC do more with less. He wanted to earn more conversions with fewer leads — by finding software that could help optimize lead quality, automate workflows, and scale outreach.
“I’ve gained back 1-1.5 hours every day,” said Velardi.
Scale outreach with voice broadcasts to earn 10% more conversions
RMC used voice broadcasting to help fill in the gaps around their outbound dialing.
Voice broadcasting helps RMC get a pre-recorded message out to a large number of people. It helps send alerts, promotions, updates, and notifications to an unlimited number of recipients — and all at once. RMC can also target its outreach by building voice broadcast campaigns.
“We’re already seeing significant growth in transfers for our clients with this approach,” said Velardi.
See more on outbound dialer software and its four primary dialing modes. And get the case study for more on the Convoso features that helped RMC increase conversions by 75%.
Lead Efficiency Questions
Is your outbound call center spending too much time qualifying leads?
Are agents frustrated by how few people are answering their calls?
Are they spinning their wheels dialing as much as possible?
Do your lists include old data like inactive and cold leads?
These are all symptoms of a lead list that isn’t qualified enough. As a result, your call center may be working hard to simply stay afloat.
The first step in improving lead efficiency is measuring your key performance indicators, or KPIs. From there, you can make informed decisions to improve your lead qualification practices and convert more leads with your dialer — with less time, effort, and cost.
The three KPIs below will help you measure lead efficiency by answering two key questions:
Do we have enough high-quality leads?
What is the cost of engaging with these leads?
Contact rate measures the percent of leads reached out of your total leads. At a quick glance, it shows you the quality of your lead list. It also indicates whether your agents and software are reaching the right leads at the right time.
The higher your contact rate, the better. It means agents can spend their time productively by reaching the right people, thanks to a lead list with higher-quality leads. This has a direct impact on revenue. Your dialer was able to dial fewer leads while delivering the same number of qualified leads to your agents. In other words, you can spend less to earn the same results.
List penetration rate
Your list penetration rate measures the number of prospect records closed versus the total number of records in the campaign. It highlights the accuracy of your call list and its data.
The higher your list penetration rate, the better. It shows that you’re working with clean data. List penetration rate lower than you’d like? Look at your data and see if your agents are calling cold or inactive leads.
You should regularly analyze these reports and vet your data vendors on the leads they are giving you. In doing so, you’ll help agents reach more viable, warm prospects — ideally closing more often in the process.
Cost Per Acquisition (CPA)
CPA measures the total cost to get one specific acquisition, whether that be defined as an agent-sold lead or a billable lead that you pass off to your client.
It’s the top KPI we recommend measuring at your outbound call center. Your CPA gives you a singular, high-level view into the costs associated with converting leads. Once you’re armed with this information, you can:
- Optimize your call center’s return on investment (ROI).
- Get clear insights into spending and saving opportunities.
- Reflect a lot of your call center’s moving parts in one simple metric. This makes sharing marketing’s performance across the company much easier.
- Calculate the KPIs that impact your business’s bottom line: lifetime value of each acquisition, marketing costs, and expected profit.
More on Improving Lead Efficiency
For a deeper dive into accelerating lead efficiency for outbound call centers, check out the article by Convoso CEO Nima Hakimi, “Outbound Calling Strategies: Accelerating Lead Efficiency.” In that article, you’ll learn about
- The Right Metrics
- Smart Dialing Strategies
- Tools to Improve Lead Efficiency
- Metrics & Reports that Improve Lead Efficiency
Definitely a value-packed post worth your time.
If you want your outbound call center to convert more of your leads faster, efficiency is everything.
But what are the best ways to improve efficiency while continuing to run full speed ahead with your business?
If you’re looking to scale your call center’s outbound operation, artificial intelligence (AI) can help in a big way. It’s especially helpful for call centers in industries like health insurance.
The insurance vertical, for example, often scales outreach around open enrollment each year. As a high-pressure time of the year, call centers need to operate efficiently and at an even higher scale when it’s open enrollment.
AI shoulders a portion of the outbound workflow to help your team operate at peak efficiency — even during high-stakes times of your business.
But what does AI actually look like for your call center? Does it mean agents will be replaced by robots?
Not at all. Here’s a breakdown of what AI for outbound call centers looks like and how it helps your business.
What does AI look like for call centers?
Artificial intelligence exists applied across a multitude of mediums in recent years, such as:
- Voice search on your phone (“Hey, Siri!”) or smart speakers
- Chat bots to provide customer support
- Personalized recommendations via machine learning (Netflix recommendations)
For your call center, AI is most helpful as a machine agent that can hold personalized voice conversations. This is called conversational AI. It uses voice recognition software to read vocal queues and tailor responses based on the answers. Look for conversational AI with:
VSA needed a single contact center platform to eliminate inefficiencies they experienced by using various CRM systems and dialer capabilities that involved manual and time-consuming work-around processes.
Convoso provided VSA with the solution to streamline its operations, as well as new capabilities that ultimately increased productivity and enabled growth.
VSA’s SUCCESSFUL RESULTS
- Increased connection rates of up to 75%
- Agents’ average wait times reduced to 27 seconds
- Less time than expected to implement the system and replace time-consuming manual administrative processes
- Scaled up by 800% virtually overnight to support VSA’s largest growth opportunity
Challenges Before Convoso
VSA customizes programs for client-specific needs, and therefore uses several different call center CRM solutions, based on specific challenges. VSA consistently looks for the best solutions to meet each client’s needs.
When the company contracted with a new client in 2018, VSA lacked a good predictive dialer platform. Peter Reifsnyder, Director of Innovation and Growth says the “bare-bones” dialer system the company had been using didn’t offer much value. In fact, it didn’t offer the basic functionality of providing BDRs with the vital information such as the name of the company or who they were talking to. “The call just came through and you had to fend for yourself.”
Without Convoso, VSA would have adopted time-consuming and manual administrative and back-office processes as a work-around. For example, to change a previously uploaded list to a different campaign, VSA would have needed to download the list, upload it again — and possibly still lose some of the data in the process.
VSA had not previously had much need to a full-service predictive dialer solution and was learning from the ground floor.
On a positive note, Reifsnyder says using those other systems provided a learning experience for VSA to make an educated and confident decision to move to Convoso. “We learned a lot about what our BDRs and managers need to succeed. And it was clear when we tried Convoso that it was the right fit for us.”
How Convoso Helped
Convoso provided VSA with the predictive dialing functionality and other advanced call center system features it required, as well as the flexibility it needed to move lists, pull leads into drip campaigns, and easily pivot back to the original source list. “It’s a huge time-saver,” Reifsnyder says. “In the prior CRMs we used, we had to manually keep track of all of that.”
Convoso also empowers VSA to set permissions so BDRs can manage information about contacts and leads, but can’t make changes that would compromise the integrity of the list.
Incoming call management is another feature of Convoso that VSA finds valuable. “We have 60+ colleagues working on a variety of clients and programs. If they aren’t available to take a return call in Convoso, we can forward the call through the queue to our phone system so we don’t lose that lead,” says Reifsnyder. “It gives us peace of mind.”
VSA expected a learning curve when they implemented Convoso, but they were surprised by its ease of use. “Whenever you introduce BDRs to a new system, there are challenges,” says Reifsnyder, “but our staff took to it much more quickly than with other systems we had introduced over the past few years. It’s a very user-friendly platform.”
Reifsnyder says Convoso’s intuitive design makes it easy to learn and use — especially for administrators who were able to replace their time-consuming manual processes with the system. But the support that Convoso’s team provided was also a major contributor to a smooth transition. “From the time we demoed the platform, Convoso worked to build a business relationship, and I had access to Convoso reps every single day as we moved forward toward the launch date. They answered all of my questions in a timely manner,” says Reifsnyder.
Using Convoso, VSA has streamlined its back-office operations, giving administrators the ability to easily make changes to leads, lists, and campaigns within the platform. VSA’s managers and leadership also have much greater visibility into operations with Convoso’s robust reporting feature, which generates a report and a drip campaign summary at the end of each day and sends the program manager a report each week.
Convoso has also enabled an uptick in productivity, with the platform providing BDRs with the information they need at their fingertips. Convoso also maximizes the time BDRs are on calls, with the connection rate increasing to more than 75% for some campaigns and reducing the average wait time from 5 or more minutes to an average of 27 seconds.
In addition, the platform allows managers to scale VSA’s largest client growth opportunity in June 2018 by more than 800% with ease — Convoso provides the capability for VSA to expand and contract based on the client’s seasonality demands are expected to growth by over 1000% in 2019.
“Convoso satisfied everything on our checklist and did so at an affordable cost. And we ended up getting more than we expected.” —Peter Reifsnyder, Director of Innovation and Growth
VSA is an outsourced B2B call center, founded in 2001 focused on appointment setting and prospecting. VSA’s team of telemarketing experts generates and qualifies leads, sets appointments, manages event registration and membership drives, updates lists, and performs other projects that support prospecting, sales, and client retention. VSA specializes in complex products and services that require strong planning, management, and communication skills.
VSA’s team is experienced in cold calling and subsequent communications with prospects, allowing businesses in the U.S. and around the world to outsource this work with confidence. VSA’s professionalism and focus on results has resulted in long-term partnerships with clients in a wide range of industries.
Providing services through its team-based, onsite staff, not virtual BDRs, VSA’s 60+ team members at this Philadelphia-based, certified female-owned business, immerse themselves into their clients’ cultures and learn every detail of their services, with the goal of seamless brand representation and ultimate sales success.
VSA recently implemented Convoso’s cloud-based call center software, which has helped modernize and streamline operations, enhancing the professional, in-person service that VSA is known for.
Challenge us to a demo and trial today!
Pacific Business Services (Pac Biz), a call center based in the Philippines, gives businesses in several countries around the world an efficient, professional option for outsourcing call services. This eliminates the burden of having to hire and train internal resources and helps Pac Biz’s clients grow.
On the surface, call centers haven’t changed much over the last few decades. They still serve essentially the same purpose — to act as a customer service center, a sales department or both.
But that’s just the surface. Dig a little deeper into the workings of a call center and you’ll be surprised just how much they have changed.