Client Success Story
Contact Centre - Improving Sales Effectiveness
Background
Our client, a leading global insurance company, recently took control of a 200 seater UK contact centre. While a significant proportion of the company’s business was handled by the centre, sales were falling far short of expectations.
The Challenge
Huntswood was asked to dramatically increase the performance of the centre and increase sales conversions.
The Solution
Working with the client, Huntswood divided the project into four key phases:
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Establishing the baseline – matching the centre’s performance against external benchmarks. Where is it better/worse?
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Improvement programme design and planning – putting together a programme for change that sets out what needs to happen, who’s involved and how progress will be measured within realistic timescales
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Programme delivery – a new regulatory framework, streamlined processes and systems and practical, effective sales techniques were trained in and supported with coaching. The solution was thoroughly road tested in the workplace before being fine-tuned and rolled out
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Evaluation and coaching – having involved the workforce throughout the first three stages, Huntswood transferred skills and handed over to the company’s own training team. This ensured that ongoing development was kept in-house - a key requirement for the business. In addition Huntswood trained contact centre team leaders, enabling them to embed learning through side-by-side coaching.
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The initial analysis was carried out on site with key contact centre staff. One to one interviews were undertaken with all levels of staff from senior management to contact centre agents. In addition, focus groups were set up to address key issues.
Huntswood then used external benchmarking outcomes to assess the position of the client against the rest of the industry
The Result
As a result of Huntswood’s recommendations the following actions were taken:
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Basic training was broadened and rolled out to everyone over a 12 week period
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Overall team management development was implemented which supported more effective coaching
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Automated performance metrics were captured and reported on
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A Personal Development Plan was implemented to support all team members
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A best practice sales process was defined and implemented
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To date the changes have led to a measurable improvement of 9% which is calculated to rise over the next eighteen months.
Huntswood’s View
Establishing a clear baseline at the beginning of the project and benchmarking against external companies, provides organisations with a clear view of where they are now and what success looks like. Getting the buy-in and commitment of employees to the resulting programme of change is achieved by regular communication and ensuring learning and development reflects individual’s real world. Theory has its place: however it needs to be brought to life and related to realistic work place situations.
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