There is an umpteen number of factors that will end up determining the failure or success of your outbound cloud contact center. Most of these factors that will govern your strategy can work in your favour if you plan right and are prepared correctly. For you to be able to approach an outbound campaign needs you to have a very sound strategy for outbound calls. You should have defined your outbound calling strategy long before someone picks the phone up. Of course, it will need to reworked and refined along the way, but it still needs a very dedicated planning from the very initial stages.
Specify your goals and KPIs for your calling strategy
In order for you to be able to set a course, you should be having a very clear idea of the end goal of the campaign that you are running. What is your main objective? Is your objective to set up appointments? Is it to make straight sales? Is it to survey? Who are you hoping you will be able to contact? These questions and their answers will go a long way in helping you create calling lists as well as in establishing KPIs that need to be met. Key Performance Indicators of the KPIs will lay the foundation on which you will be able to measure the success of your outbound calling strategy. Note that not all the KPIs are created equal and not all of them have the same relevance for outbound sales. Now to start measuring every KPI at all times will be a tremendous waste of your time and resources. If you keep doing this, you will be yielding an unmanageable amount of opaque data. Here we present to you a small selection of KPIs that you may find worthwhile:
- Average handle time (length of all the calls/total number of calls made)
This refers to the average amount of time an agent spends on phone calls, including hold or transfer time. A long average call time may be a sign of poor closing skills or an insufficient understanding of the product.
- Conversion rate (number of sales made/total number of calls made)
Conversion rate is a measure of how effectively the agents are able to bring on customers and close a sale for the company.
- First call close (number of closes on the first call made/total number of calls made)
A high percentage of first call closes points to the fact that the agents are selling effectively, and making the most of their time (and the customers’ too).
- Occupancy rate (time spent on making calls vs. time spent being unavailable)
Draw up lists of worthwhile numbers for your calling strategy
If you are calling blind, you are just playing a game of numbers, but just not very good ones. If your call lists are made up of leads that have been previously qualified, then your agents have a higher chance of succeeding. Thanks to the efforts made by marketing, your leads have already been nurtured, the unnecessary fat has already been trimmed, and what is not left is a list that contains the prospects with a high potential of conversion.
Doing a good job of researching the needs of the product, industry, location, internal organization, etc. will five your agents a leg up when they are about to make the connection and are in the process of guiding a prospect towards a sale.
If you are using the proper tools for the job, that can be a tremendous boon as well. Using a CRM system can help you keep track of leads and help in ranking them by the promise in order to assist in the whittling process. Call Manager will be able to assign the tasks, and the entire calling team will be able to stay on the same page. If you can integrate your phone calling system into your CRM, it will be like taking it one step further. Now you will be able to call the prospects with a single click and will be able to centralize all the important information about the call thanks to an outbound calling strategy.