It’s an “employer’s market” in many countries today. Unemployment rates are high, which provides companies with a larger pool of available talent… and makes current employees less likely to leave. But economic prosperity is cyclical, and job growth follows economic growth. Is your center positioned to prevent unwanted staff turnover when that happens?
We recently spoke with several call center and HR directors to learn the best practices they have put in place to engage and retain quality agents. While they differ in the details, they all use highly regarded practices that help boost rep retention. Our thanks to Steve Miano and Lynn Robertson of ING, Dan DeBoer of the Missouri Higher Education Loan Authority, and Lynn O’Neill of New York Life for letting us share their strategies and tactics.
Preventing Turnover at the Hiring Line
Because improved retention starts with hiring the right people for the job, these centers have been improving their recruiting, assessment, and onboarding processes.
First, they have developed profiles of the skills, abilities and characteristics needed to succeed as a rep.
Second, they take time to carefully evaluate recruits to determine who meets their standards. They use effective
· Phone interviews
· Pre-hire assessment tests
· In-person interviews with multiple supervisors
· Realistic job “previews,” including site tours
Taken together, these tactics exemplify best practices in hiring. The centers do not rely solely on face-to-face interviews: they gather multiple sources of information about the candidates’ qualifications. This increases hiring managers’ understanding of each applicant’s job potential, and the applicants gain a better understanding of job demands and the call center’s unique work environment.
Realistic Job Previews
We know from research that providing an accurate preview of the job — both the good and the bad — improves retention. Ideally, individuals either are hired with realistic expectations or they walk away from jobs that don’t appeal to them. This reduces the number of new hires who walk out the door complaining, “I didn’t know the job would be like this!”
Call centers can take extra steps to reduce job preview misunderstandings. One interviewee described a process in which hiring managers carefully explain the job, how reps can succeed, and the nature of the work environment. Afterwards, applicants are asked to sign off on what was covered. New hires are later surveyed about the job presentation to make sure the preview “sticks” and to uncover any inaccuracies or shortcomings.
Career Pathing
The centers we spoke with have made the rep’s job a career and/or a stepping stone into the company. They offer increasing levels of responsibility, nonphone work, and higher pay for agents as they grow in the job and gain deeper understanding of the company’s products. The centers lay out roadmaps for success and ensure their reps know what they must learn or do to advance in the center, or to transfer to another part of the company. The reps who choose to follow the roadmap are rewarded for demonstrating their commitment: They have good reasons to stay with these centers!
“Benefits,” Rewards, and Recognition
These centers offer benefits that are worth broadcasting: advanced call center skills training, desirable health insurance coverage, flexible scheduling, product training, rewards and recognition programs, 401(k) contribution matching, quarterly bonuses for high customer satisfaction scores… These beneficial programs are carefully designed, implemented, and communicated to support the centers’ efforts to recruit and retain quality staff.
Their rewards and recognition programs remind reps that individual contributions make a difference. One center pulls its team together more than a dozen times a year for
· An annual kickoff dinner to set the stage for the year ahead
· Monthly recognition meetings
· An annual reward dinner for high performers
Training and Development
High-quality trainers and training programs are integral to these centers’ efforts. Reps must understand the company’s products and how to support them before they answer any customer questions. They must immediately impress callers as knowledgeable and helpful advisors. Not surprisingly, reps who are prepared to answer customer questions are more pleased with the job and are more likely to stay.
Going Virtual
Do you have a superstar agent who is moving out of your locale? Are your applicants and staff increasingly asking for at-home work options? Are you looking to reduce physical plant costs? You are not alone. These companies have already implemented at-home work arrangements. This option has helped them recruit and retain top-tier reps they would otherwise lose to competitors.
Get Satisfaction
Years of empirical research has shown that agent retention is strongly tied to job satisfaction. These call centers make it a priority to embrace this relationship. They engage their applicants and employees through clear and frequent communication. They carefully explain the job opportunity and how to advance in the center and into other areas of the company. They foster professional growth and improved productivity through training and development. They reward reps with appropriate recognition and compensation. They have forged results-oriented teams that unite reps and managers to collectively meet business objectives. In short, they have implemented practices that demonstrate their respect for employees — and remind the reps of the important role they play.
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manager of provider services at Capital District Physicians' Health Plan:
