Measure of worth

Measuring performance is crucial to a successful telemarketing operation intended for any purpose, says a leader in the field.Joe McCaig, communications manager at Stentor Canadian Network Management, told the audience at a recent Tele-Solutions Direct-Solutions conference in Toronto performance measurement should...

Measuring performance is crucial to a successful telemarketing operation intended for any purpose, says a leader in the field.

Joe McCaig, communications manager at Stentor Canadian Network Management, told the audience at a recent Tele-Solutions Direct-Solutions conference in Toronto performance measurement should be used at all stages of the operation.

McCaig says there are four applications in the typical telemarketing set-up, listing order processing, sales support, customer service and account management.

Taking customer service to illustrate his point about measurement, McCaig said one way to measure performance in this application was to set response time goals for customer service agents.

‘Objective setting is critical in the customer service application,’ he says.

McCaig says probably the biggest mistake made during the setting up of a telemarketing operation is trying to take on too much at once.

‘[The worst] thing people do is they try to eat the whole whale instead of taking one bite at a time,’ he says

McCaig says the best thing to do is to achieve something simple, then move from that to the next phase of set-up.