Improving Conversion Performance Optimizing Contact Strategy and Call Quality CALEM conference – April 7, 2017
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ImprovingConversionPerformanceOptimizingContactStrategyandCallQuality
CALEMconference– April7,2017
Howtousedatatoincreaseenrollments?
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Brandman University has increased the conversion of leads to start by more than 11%
Today’ssession
1. Optimizingdialingstrategy
2. Quantifyingqualityassuranceinitiatives
Brandmanoverview
• Independent,non-profit,WASC-accreditedinstitutionfoundedbyChapmanUniversity• Servingadultlearners formorethan50years• Innovationasacorevalue• Morethan25campusesinCaliforniaandWashingtonState,plusOnline
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Buildinginternalcapacitystrengthensourposition
Flexibilitythatcomeswithowning thesystemsandthedata
Peoplefirstculturefocuseson thestaffandthestudent
Afteryearsofoutsourcing thecallcenterfunction, in2014BrandmancreatedaninternalEnrollmentCoachingCenter(ECC),locatedinPortland,OR
Focusonprofessionaldevelopmentandcallquality
ECCfunnelstructure
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QualifyandTransferrepresentatives
EnrollmentCoaches
• Onanautomateddialcampaign• Highvolume• Shortcalls• Initialcontact,qualify,andtransfer
• Consultativesales• Firstcall,20-30min.• Stayswithstudentuntilenrollment
Leads
AppsAdmits
Whyuseadialingsolution?
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Dialingplatform
Speedtoall leads
Settingcontactstrategies
Allcalls canberecorded
Automatedreporting
Manualdialing
Can’tgettoall leads
Manualprioritization
Callsmightnotgetrecorded
Lackofdatainsights
VS
Canbedonewithoutsacrificingthestudentexperience
DesiredOutcomes
I’mnewtodialing,whatshouldIconsider?
• Gettingthrough allleads?• Haveneededdatainsights?
EnrollmentNeeds
• Registermorestudents• Lessthan100%islostrevenue
OrganizationalNeeds
• Technology• Cloud• Remote
Optimizingyourcontactstrategy
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RevampedStrategy
30%lessdaysofdialing
Callswithandwithoutvoicemail
IncorporateSMS/textstrategy
A/BTestingTestingControlGroupA
Lastnamesbegging withA-K
61%lessdialsthanwitholddialer
TestingControlGroupB
Lastnamesbeginning withL-M
28%lessdialsthanwitholddialer
ContactonValid TransferonValid TransferonContact
A/BTestingResults
A B
ContactonValid TransferonValid TransferonContact
A/BTestingResults
A B
A/BTestingResults
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AB AB AB
31%LessDialing
Anadditionalrecentexample
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+15.65%
Usingdatatoenhancequality
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WhyMeasureCallQuality?
ImportanceofQuality
Doyoucurrentlyhaveaqualityassuranceprogram?
I’mnewtomeasuringcallquality,whatshouldIconsider?
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Recordingcalls
Identifystandards tomeasure
Scoring form
Whowillscorecalls?Howoften?
Reporting
Trendlines
Usingtrendlines
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• Callscoretrendlinesareusedtoidentifytrainingneedsacrosstheteam
Abilitytospotdownwardtrendandcorrectit
throughtraining
TrainingledonLaunch
Reportingonskills
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Reportsshowlast7days,30days,90days,and365days
Isolatethespecificskillsthatleadtostrongcallquality
Identifiedcommunicationandeffectivequestioningskilldevelopmentneeds
Targetedresearchprojects
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ConversionAnalysis
• IdentifiedBrandedSearchleadsourceconvertinglowerthanexpected
CallReviews
• Reviewed50callsover6weeks
• Analyzedfindingsonuniquecharacteristicsoftheleadsource
Training
• Developedtrainingtoadjustapproachtothisleadtype
TrainingonBrandedSearchleadsscheduledfornextweek
Usingcallqualitydatatosupportcoaching
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MiniCallCalibration
‘Stick’skillimprovements
LeadershipCalibration
Weekly
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