RCDA drives KPI achievement through call flow enhancement and agent and leadership development

Baumunk-Brad-174-6By Brad Baumunk, President and COO

RCDA has invested many years in research to drive KPI achievement through call flow enhancement and agent and leadership development.

We have validated our approach through dozens of engagements with our clients. Our success has provided a solid foundation, giving our company the reputation for being one of the best full-service training, coaching and facilitation consultancies in the marketplace.

Based on our experiences with clients who have invested our exclusive Quality Conversation approach, the results are clear. We define The Quality Conversation as a meaningful and mutually rewarding dialog that occurs when a person takes and clearly conveys a genuine interest in another individual’s wants, interests, and needs. It goes beyond building rapport to make an emotional connection and establish real trust. Practicing the Quality Conversation with authenticity and proper skills shows others that you truly care and are genuinely interested in them. We take this approach when developing call flows, in our interactions in leadership development and in teaching leaders how to use this approach with their people.

Additionally, RCDA consultants are experts in modeling and mentoring the correct behaviors at all levels within the organization. Many training organizations can come in and teach leadership skills. In fact, we are sure that your own training department can do so. We have learned over many years of experience that developing the skills to fully engage agent does not happen in the classroom alone. It happens through modeling and mentoring the correct attitudes and behaviors toward the agents.

We know and understand what Ralph Waldo Emerson meant when he talked about the duty of a friend: “What I need is someone who will make me do what I can.” In this sense, we become friends to your OMs and coaches, modeling what they should be doing in addition to the classroom work to create meaningful engagements that improve performance and reduce attrition.

RCDA Results

RCDA’s focus is client-dependent and ranges from improving acquisition rates, improving customer retention and improving VOC and NPS to upselling and cross-selling products and services.

We have listed below a sample of results by client.

Cable/Satellite Provider

  • VOC – To improve VOC, RCDA engaged in an education and validation process to ensure everyone understood the survey process, questions and scoring methodology. After ensuring understanding, call coaching focused on exceeding customer expectations from greeting to close. The VOC score rose from 18 to 31 in three weeks.
  • Package penetration – Focused coaching on the customers’ needs, specifically their favorite channels, and sold a tailored package versus the package customers responded to in the advertisement. Package penetration improved from 62% to 71%.
  • Bundles attachment – Call flow coaching with agents focused on asking strategic questions with features, bridges and benefits for bundled services. This increased bundles attachment from 26% to 40%.
  • Advanced receiver services (ARS) – Educated agents and helped them use effective discovery questions. This tied features and benefits to the offer, increasing ARS from 58% to 65.2%.
  • Automatic bill pay (ABP) – Showed agents how to utilize the customer pain (late payments and fees) and gain (getting a monthly discounted bill and not having to write and mail a check each month). ABP conversion improved from 84% to 92%.
  • Sales close rate – Provided call flow coaching and helped agents tailor the solution using targeted discovery questions. The close rate improved from 25% to 31%.

Telecommunications Company

  • Gap closure – The client contacted RCDA in September to close a fourth quarter 16k gap in subscribers.
    • Outs per 100, retention queue – Coached agents to quickly identify the true reason for cancellation while conveying a strong assurance of help to decrease the outs per 100 from 10.68 to 9.27.
    • Sales per 100, customer care queue – Utilized a process that focused on reviewing the customer’s account and discovery questions. Sales per 100 improved from 4.49 to 4.97.

Telecommunications Company

  • Bundles – Trained agents on the importance of utilizing an account review and transition to strategic discovery questions to build the offer. Bundles increased from 19% to 30%.
  • Equipment per call – Utilized the account review process to determine current equipment status and conduct a needs assessment. Customer upgrades resulted in increases from 9.5% to 11.4%.
  • Upgrade per call – Used the discovery process and making an emotional connection with customers about their viewing habits and favorite shows, combined with building rapport. Units increased from 9.4% to 12.4%.
  • Downgrade per call – Effectively engaged the customer in problem discovery and addressed the customer pain and gain. Downgrades decreased from 20% to 17.6%.
  • Saves rate – Used call flow demonstration, coaching and feedback tied to proper system usage and problem resolution. Saves rate increased from 6.4 to 7.

Home Security Company

  • Retention – Deployed an updated retention call flow and coaching model. This improved customer retention from 62% to 85%.

Publishing Company

  • Subscription attachment – By working with two low-performing teams per site focused on discovery questions, moved from three sales per team per day to nine sales per team per day.

Credit Union

  • A major credit union member contact center moved its offer rate from 24% to 84% and its sales rate from below .5% to more than 1% of call volume. This resulted in an increase of booked loans by 20% in a single month!
  • Credit unions have generated a dramatic rise in auto loans, mortgage refinances and mortgage loans.

Home Security Company – Contact Center Launch

  • Grew leadership and agent base from 100 to 600 agents in three months with a focus on the GROW coaching model to drive first-call resolution, customer satisfaction, calls per hour and replacement percentage.

Business to Business

  • VOC – Reviewed existing call flow and implemented changes to move from being transactional to making an emotional connection with the business customer. VOC scores moved from 38 to 53.

Teaching Versus Modeling and Mentoring

RCDA achieved the results above because our consultants follow agents from classroom training to the floor for coaching and mentoring. We work in tri-level format with managers and coaches, observing interactions and providing direct coaching and feedback along with modeling through role play until good becomes great.


A five-year California teachers development study validates our approach.

  • With workshops alone, the adoption rate of material was 10%.
  • Workshops plus demo practice and feedback, the adoption rate of material was 20%.
  • When coaches came into classrooms as well, to adoption rate of material was 90%.
  • Most importantly, students of high adoption rate teachers outperformed others in the general student population.

To set up a free site analysis focused on your 2017 KPIs, please contact RCDA today!