Chapter 7
Evaluating Accuracy & Reliability in Your Answering Service
Benefits aside, not every answering service is equally effective—and in order to reap the rewards, it’s essential you find a way to measure your answering service's performance to make sure it’s yielding the results you’re looking for.
The decision to use an answering service is a strategic choice for how your business captures jobs and revenue, the efficiency of your operations, and the management of your human capital. Whether you are evaluating your current answering service or call center, looking for a better answering service, or considering using an answering service or call center for the first time, there are three large-scale criteria to consider: Accuracy, Reliability, and Value.
Because an answering service or call center is an investment in how your business communicates with its callers and customers that impacts your reputation, making these evaluations correctly is very important. Let’s dive into the accuracy and reliability of your answering service.
Evaluating the Accuracy of Your Answering Service
There are a few ways to think about accuracy. You can mean “closeness”, as in how precise something is. Like shooting an arrow and hitting the bullseye. You can also think of accuracy as synonymous with reliability. We are going to treat reliability as a distinct topic because we feel it is so important.
For our purposes, accuracy means meeting expectations that you have communicated to your answering service or call center. It can also mean following the script and knowing when to deviate. It can also mean consistency in gathering the correct information over time. This is where all good customer service begins and ends.
To ensure accurate answering service, it is critical to get off to a good start with your answering service or call center.
Simple Ways to Ensure Call Center Accuracy
If your answering service has a partnership mindset, this is an early indicator that they will provide you with accurate services.
1. Establish rapport with your account manager
Great partnerships begin with a great foundation, so you will need to be on the same page with your account manager when defining expectations for your answering service. This rapport will ensure that you have a direct line of contact with whom you are comfortable being open and direct with. This will allow for improved communications and accuracy throughout your partnership.
2. Introduce Your Staff & Core Values
Any partnership is built on trust. This trust is made up of shared information and vulnerability. Putting names with faces and hearing about the experience the team assigned to your account has accumulated can inspire confidence and begin to build trust between your business and your answering service.
Your core values, what your company stands for and believes in above all else, tells your partner your boundaries. Hopefully, you will find an answering service provider with shared values, which can ignite the passion behind your respective companies and help you to work for a higher purpose.
Getting on the same page about goals and what is most important for your company in working with an answering service or call center helps to keep priorities front of mind. By communicating what is most important you are more likely to achieve it.
3. Complete the Start Sheet Together
It is very common for clients of call centers or answering services to receive the starting information sheets from the sales representative or business development representative (or worse, get sent an impersonal form or email after you requested a quote) only to be left to complete the form on their own.
As the saying goes- garbage in, garbage out. Don’t fall victim to neglecting to put a meeting on your calendar and having a discussion about the information needed to begin services. Set time aside to spend time with your account manager to make the most of your communications investment.
4. Compare Expectations
Accuracy is critical whether you are using an outsourced answering service or call center or your own in-house center.
Make sure your expectations are clear and realize that while an answering service provider will not be a carbon copy of your in-house staff, your provider should collect accurate information and always provide outstanding customer service to your callers.
5. Listen to Calls and Give Feedback
With most answering services, you will have access to call audio through a web portal or third-party service like Call Rail. Use these calls as an opportunity to share positive feedback to reinforce what is working for your answering service and what is not.
Determining the Reliability of Your Answering Service
Anytime you outsource certain functions of your business, there will be inherent risk involved. When outsourcing your call center, you run the risk of trusting your callers to a provider who may not have the same levels of customer service or customer privacy as you do.
Determining the reliability of your answering service or call center can help you to have peace of mind knowing that you are making the right choice and that your calls are being answered correctly.
Reliability is the degree to which your answering service or call center can be depended upon to be accurate. Put another way, it is how consistently well they perform; ultimately leading to their level of trustworthiness. Performance that is consistent (a provider who is able to handle your day-to-day communication needs) is a result of staffing, availability, and capability.
Is Your Answering Service Staffed to Serve You?
Unless you are interested in a dedicated operator model of answering service, there will be multiple agents handling your phone calls. The reason this is done in the answering service and call center industry is what is known as the pooling effect. A consolidated pool of operators will have a greater call answering efficiency than a fractured pool. The bottom line is that having the correct number of trained people at the right time to handle your calls is vital to you having a good experience with your answering service.
Staffing for answering service operations is largely about culture and predicting call traffic as accurately as possible. Remember telling your account manager about your company’s core values? Now is a great time to find out about the answering service or call center you are partnering with. What are their core values? What is their turn over rate for agents and managers? How long have they been in business? Learn about who is answering your calls and how they are prepared for doing that. Visit the answering service in person if possible, or virtually.
Note: Generally, answering services and call centers have high turnover rates for their staff. Are they outsourcing their own answering? This is an important question to consider since you are investing in these customer service representatives.
Is Your Answering Service Available When You Need Them Most?
Having the correct staffing to answer fluctuating call volumes in a timely manner will not mean much if the calls cannot get through, your information cannot get relayed properly, or there are disruptions to service caused by power outages.
Being available to communicate with your potential customers, current customers, and employees is dependent on your provider's uptime. Uptime is the availability of an answering service's telephony, data, and power systems to keep the lights, data processing, and communications received and sent correctly.
A simple place to begin evaluating the availability of your answering service is their power plan. Good answering services have one level of redundancy so that there is no single point of failure to shut them down. A common example is an uninterruptible power supply (UPS). These are essentially large batteries that provide temporary power to servers, computers, or other hardware when utility power is not available. They also “clean” power and surge protection to ensure that your electronic devices run well for a longer amount of time.
Great answering services know that one level of redundancy is not enough, and will invest in multiple redundancies. UPS systems typically provide minutes of power, depending on what it is trying to power. This means that when the battery runs out and your answering service does not have a plan B they could stop receiving your calls. Additional redundancies cost money and time to purchase, manage, and maintain properly. If your answering service or call center is not willing to make that investment in your success, you should keep looking for one who will.
The next consideration for the availability of your answering service includes the security of their data storage and their data retrieval processes. You have information about your customers, callers, and companies existing on data servers that your answering service is in charge of protecting. If you are a medical client, there are solutions for secure texting available to protect your clients’ personal health information.
Additionally, it is wise to discuss how your answering service has set up its telephony. Most answering services and call centers are using voice over internet protocol (VOIP), Session Initiation Protocol (SIP) trunking, soft switches, and many other systems that you neither need to dig into nor understand in order to know if their telephony systems ensure their availability to serve you. Ask about redundancies, if single points of failure exist, and listen to how your questions are being answered.
Understanding the Capability of Your Answering Service
The final aspect for determining if your answering service is reliable is understanding their capabilities.
Is your answering service experienced with handling calls in your industry? You can understand this capability by determining how many clients are being served by this provider that are similar to your business.
Another way to determine an answering service's capabilities is to ask for referrals from a cross-section of customers. Talking with a larger sample of customers than only those that are similar to you can give you a broader picture of your answering service’s capabilities. This includes accounts that are not in your industry, use different services, those who have recently joined, and those who have been customers for an extended period of time.
Do their training and quality programs instill confidence that they will handle your calls well? After discussing the processes and team that train, audit, and coach the agents answering your calls, you will come away with confidence in their abilities or doubt about their capabilities. No answering service or call center will be perfect. Without a strong QA and training team, you will not see the growth necessary to achieve a premium, quality of service.
The last thing you should consider when reviewing an answering service's capabilities is whether or not the provider can scale and support your future needs. Your business has plans, goals, or outcomes you need to achieve in the future. Does your answering service have the capability to grow with you and support those dreams?