The 1st few Critical Minutes

Thursday, April 25, 2013

A Lion's share of a corporation's revenue and human capital is spent on customer acquisition, servicing, and retention. Yet, there are only a few minutes that call center agents have to convert prospects to customers, After which, your customers will most likely spend less than an hour a year in conversation with your call center agents...often to reduce the value of, or terminate their relationship.

The few minutes a year that your Agents have realtime interactions with your customers are of vital consequence. Transactional Intelligence regarding these few minutes is invaluable.

Transactional Anatomy: The Call Trajectory 'The 1st Two Critical Minutes' 

At Call Intelligence we segment call transactions into Three Phases; Trajectory, Sell/Solve, and Summarize. The first few minutes of an interaction, the Trajectory Phase, establishes a call's direction and momentum.

Most companies are unaware of the impact that the Call Trajectory has on a call's outcome, and consequently on revenue generation, and protection. The Trajectory Phase of a call creates a stable base for the call to build to a productive conclusion. Lacking a forward moving Trajectory, calls can meander, lose momentum, and fizzle out without achieving a desired conclusion.

At Call Intelligence, we use four Transaction Markers* to analyze a call's Trajectory. (Just a small fraction of the many data points that we collect on every call analyzed.)

Chart 1 - Call Trajectory Effects on Retention Opportunities in Multi-Channel Service Providers

      Retained = Some $ value retained in the subscription.
      Retained At Risk = Retained but potential for future (≤ 6 Months) loss of subscription revenue.

Results: Compared to Agents hitting only 1 of the Trajectory markers, Agents hitting all 4 Trajectory markers had  22% higher retention rates, and 18% fewer 'Retained but left At Risk".

Transactional Analytics is the study of the structure, content, and outcomes of interactions between callers and the systems/personnel that handle their requests. 

Call Intelligence Inc specializes in transactional analytics and intelligence. We have over 23 years of experience working on projects for the public and private sectors. We study voice interactions to determine which transactional structures, techniques, and tactics work best. 

We use proprietary tools to uncover the current effectors of sales, churn, customer experience, and corporate reputation. We help our clients answer questions that directly impact the cost, efficiency, and outcomes of their interactions with prospects and customers.