One of the biggest challenges in improving sales performance is diagnosing the problem and choosing an appropriate corrective action. Massini Group’s 15 years of research has resulted in a mathematical model with 13 key parameters that takes the guess work out of the process.
It is notable that the explanations for performance issues vary so wildly from vendor to vendor – even from quarter to quarter for the same vendor in the same environment. Very little time is generally spent describing whether or not the proscribed corrective action from last quarter has had the intended impact in the latest quarter.
All of this suggested that the science did not exist that established causality between the controls available to call center operations managers and the results achieved by the telesales and/or telemarketing teams that they manage.
Massini Group has worked for approximately 15 years to establish causality between controllable aspects of the telesales and/or telemarketing process and the results that are achieved. The result is a mathematical model, based upon 13 key parameters, that is useful in predicting performance in advance based upon the configuration of the environment and the objectives of the campaign.
Massini Group approaches this problem using the following methodology :
- whenever possible, collect detailed call-by-call results with target, agent, campaign, date and time and disposition applied to all ;
- abstract dispositions from 40+ telesales vendors into a common vernacular ;
- apply this to as many campaigns as possible – currently more than 2500 ;
- utilize the resulting aggregate data set to develop various measurements of operational aspects of the work – such as targeting, resource allocation, processing methodology, operational controls ;
- utilize the resulting aggregate data to develop various measurements of performance, such as target disqualification rate, decision-maker reached rate, dialogue rate and sales close rate ;
- apply statistical analysis to establish causality between operational aspects of the work and performance measurements ;
This process allowed Massini Group, in approximately 1999, to establish its first mathematical model for the prediction of telesales and/or telemarketing performance. Since then, Massini Group has continually revised the model by applying the same methodology in campaigns in which principles of uniform treatment have limited the variability in the execution of the campaign – thus making the results even clearer.