improve your call center close rate

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Improve Your Call Center Close RateShaun Sanislo

Sales Process Manager

Overview

• More than 100,000 vacation rentals• Professionally managed vacation homes and condos• Experienced destination experts help travelers find the

perfect vacation spot• 2-way contact center (inbound and outbound)• Dynamic Agents take calls for various

markets/destinations

Overview

4

The Vacation Home Reservation Network

5

Geo-Targeted

Regional Sites

Challenges

• Managing call routing based on an agent’s ability to sell certain destinations

• Difficult to measure and manage outbound calls• When they were made in relationship to the last contact?• Who they were to? (i.e. Suppliers or Customers)

• Personalized, consistent follow up is required to close the sale

Solution

• Click to dial functionality for managing outbound call follow up metrics

• ECHO survey for measuring customer satisfaction• WFM for managing at-home agents’ schedules and

coverage• Integration with in-house CRM to display known

information on agent’s screen on answer• Using Statistical functions to determine skill set

prioritization by market

Solution

• Intelligent use of skills-based routing• With 27 different markets/skill sets we must optimize our call flows and ensure

the right caller gets to the best agent (i.e. the caller interested in Aspen reaches the Aspen expert)

• Algorithm is used to compare an agent’s “expected” benchmark close rate vs. their actual close rate across various destinations and various lead types

• Skill sets are adjusted monthly based on their performance in relationship the population of agents

Results

• Doubled close rate (from 5% to 11%) for web leads and brought overall close rate to 29% from 8% (vs. industry average of 15%)

• Average call back approximately 8 days (spikes to 12 over the holiday season)

Metrics That Matter

Agent Close Rate Adjustment

Metrics That Matter

Agent Skill Set Adjustment

Metrics That Matter

Tracking Agent Follow-Up

Thinking of Making a Change in Your Contact Center?

1. Figure out what you want to measure / what’s most important to you

2. Don’t try to do it all yourself

3. Do your homework/research before you dive in

4. Get executive buy-in/sponsorship