Agent support manual
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Organisations conduct campaigns for different purposes. They could be related to data collection, fundraising, or telemarketing. Campaigns can be inbound, outbound, or both.
At Bushland Blooms, we expect our agents to be fully prepared and informed about any campaigns we conduct. This is to ensure that our customers get the best possible service.
For each campaign at Bushland Blooms, your team leader will inform you of the campaign, and give you a campaign brief. Make sure that you study it carefully.
The campaign brief for telemarketing and data collection will contain information about: bullet point.
the scope of the campaign , bullet point.
any publicity used , bullet point.
operational boundaries , bullet point.
contact guide and scripts , bullet point.
Specific to telemarketing campaign briefs are:
the products being offered , bullet point.
Specific to data collection campaign briefs are: , bullet point.
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This includes information on the type, purpose, duration and times of the campaign.
This includes information on any media used to promote the campaign.
Operational boundaries are specific to each campaign. They tell you what you can and cannot do.
Some examples of operational boundaries include: bullet point.
what time of day agents may return any unanswered calls , bullet point.
the type of calls - whether inbound or outbound , bullet point.
time limits for each type of call , bullet point.
the amount of time allowed between calls to complete the required paperwork - wrap time , bullet point.
any documentation you should complete , bullet point.
how strictly you must adhere to the script , bullet point.
which calls you should transfer or escalate to your supervisor.
When preparing for a data collection campaign, there are other operational boundary issues you might need to consider, such as:
If a customer provides an answer from another part of the survey, do you record the information at that time, or continue with the survey without deviating from the script? , bullet point.
Are you permitted to explain the questions differently if a customer doesn't understand them? , bullet point.
Can you omit certain questions that may not be relevant to the customer? , bullet point.
At what stage during the call do you attend to customer's requests for products, services, or information that may be related to the survey, or related to a different aspect of your organisation?
The contact guide: bullet point.
provides a structure for agents to follow when conducting a campaign call , bullet point.
contains a script, modelling the language you should use when conducting a campaign call , bullet point.
helps you manage a high volume of calls , bullet point.
makes sure that each call is consistent , bullet point.
helps the marketing department to measure and analyse results.
Scripts can either: bullet point.
give you the exact words that you must use , bullet point.
give you advice on what you might say, and allow you to build a rapport with your customer in your own way.
You should make sure you understand how closely you should keep to any script.
There are 3 main types of script - controlled, exact or prompt.
A controlled script cannot be varied. It is useful: bullet point.
when there is a limited time , bullet point.
for inexperienced agents ("Your call may be monitored for training purposes."). , bullet point.
for delivering a legal disclaimer ("For legal purposes and verification of your loan application, I have to ask you a few questions.").
An exact script must be delivered word-for-word. It is used: bullet point.
in market research , bullet point.
when, for legal reasons, you must use particular words or phrases. An example is during insurance sales.
A prompt script gives an agent a guide for how to approach the call. Agents do not have to follow prompt scripts exactly. They: bullet point.
give a summary of the information that should be covered , bullet point.
are used in telemarketing campaigns , bullet point.
are used by experienced telemarketers.
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You may have to complete some fulfilment procedures for the customer, depending on the campaign.
The procedures might include: bullet point.
preparing an order for shipment or delivery , bullet point.
providing the customer with details of how to care for or use a product , bullet point.
sending out product manuals, brochures, letters and/or information packs , bullet point.
arranging an on-site visit , bullet point.
arranging delivery of a product , bullet point.
sending out a confirmation slip , bullet point.
relaying information to other departments within your organisation , bullet point.
providing a courtesy call to check customer satisfaction.
This will provide information about the target product, including prices, product codes, features and benefits, warranty details, and delivery charges.
Sales targets are the number of sales that you, your team, or your organisation would like to achieve. Sometimes you are asked to set your own sales targets. Sometimes you will be required to meet particular sales targets.
There are different kinds of sales targets: bullet point.
Sales to call ratio - for example, you might have to make 3 sales for every 10 calls. , bullet point.
Calls achieved - the total number of outbound calls you are required to make. , bullet point.
Sales made - the total number of sales you make during a work period.
Call targets are the number of calls that you, or your team, are required to achieve. They are set in consultation with your team leader.
There are different kinds of call targets: bullet point.
The number of calls to be made in a given time period. , bullet point.
The number of surveys you are expected to complete within a given time period. , bullet point.
The average handling time (AHT) and wrap time for each specific call.
 ASM
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