on Thought Leadership

Call Center Monitoring Can Help You Save AND Make Money. Here's How.

Agent performance and compliance are two sides of the same coin.

When I moved from the lead buying world to the call center monitoring world, I admittedly thought I would be spending the majority of my time correcting the actions of the vendor base I once bought leads from. But what became clear to me after just a short period of time is that while call center monitoring is critical to risk mitigation—especially for infringements of the Telephone Consumer Protection Act (TCPA) and catching instances of brand misrepresentation—call center monitoring can also be a great tool for improving Marketing and Agent performance and saving you money in the long run.

In call centers, monitoring for compliance protects your brand from the regulatory “should” and “should nots” outlined by federal agencies, but it can also serve an additional purpose. Well-crafted rule sets created around your marketing guidelines can assist in making sure any specific requirements you have for call center-generated leads or transfers are being met. Most importantly, you won’t be paying for leads when they aren’t valid. Think about a prospective student needing a computer and Internet access to be a match for your Online program. These are typical brand marketing guidelines, but leads that don’t meet these often still pass the checks and balances in place for a valid, and therefore paid, lead, though with a reduced likelihood of conversion. Ongoing monitoring can allow you to improve low-quality lead sources that don’t meet your brand’s guidelines. 

Call center monitoring also allows for the use of speech analytics to understand the anatomy of successful calls by quality agents. You may want to know: What are the characteristics of your best agents? What are the common trends, questions, objection handling, and information sharing that results in a successful conversation? If you’re like me, your first instinct is to think of monitoring a conversation for what went wrong in a call. But think of the power of successfully mining and analyzing your calls for what went right, and replicating it. Having a tool that tracks this information and incorporates it in remediation and training of internal agents can take your call center to the next level.

The call center is typically viewed as the most risky channel in our industry, often because it is the most misunderstood or the channel that marketers know the least about. But well-run call centers strive to effectively implement expertise and resources (both human and technology) in order to adhere to complex advertiser requirements, while keeping media and execution costs low enough to provide cost-effective leads at scale to achieve advertiser cost-per-fill-in-the-blank metrics. When utilizing call center monitoring from all anglesmonitoring for Compliance, rule-setting for Marketing, and effectively training Agents on how to successfully handle call center-generated leads—the results shed light on how hard the call center channel can work on an advertiser’s behalf and increase confidence in scaling a channel that often outperforms other traditional media.

Yes, call center monitoring is for risk mitigation and saving money by monitoring calls for infractions and violations, but call center monitoring is also an effective solution for improving operations. It’s a pathway to not just saving money, but making more too.

Post-COMPLY2018 Speak to an Expert

Mike Polavieja, SVP Client Success

Mike is senior vice president of client success at PerformLine. He oversees the success of the entire portfolio of PerformLine clients by ensuring that their engagement with the PerformLine platform drives the results needed. In his free time, he enjoys hanging out with his wife Erica and two kids, Max and Sam, and rooting for the New England Patriots.

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