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Why Three-dimensional Call Center Insights are the Gold Standard for Pharma Quality Monitoring

For pharma leaders, gaining transparency into a contact center’s performance can be difficult, especially when traditional call center quality monitoring (QM) may only deliver limited, one-dimensional insights. While these insights can be informative, they may not provide the comprehensive level of detail that the best in the industry have come to expect.

3D InsightsTM, on the other hand, consist of information across the agent, program, and customer levels. Working with a team like Centerfirst that has extensive pharma experience can equip pharma leaders with three-dimensional insights so they can change course and make actionable decisions before issues arise.

Let’s take a closer look at what these three types of call center insights are, why they’re so important, and how Centerfirst’s Enhanced Quality Monitoring process delivers these to pharma leaders.

1. Agent insights

Providing insights at the agent level is the most familiar output of the quality monitoring function, and it has stood the test of time because it can improve call center agent performance. Being able to deliver important recognition as well as coaching points on content accuracy, business protocols, and “soft” skills will always be a baseline deliverable for QM.

Case Study: How Centerfirst Provides Agent Insights

As pharma leaders have begun to invest more in inside (virtual) sales, we’ve pivoted our call center quality monitoring services to evaluate agent performance, implement training, and accelerate sales success. For one client, we provided daily coaching points via a cloud-based dashboard to help a sales rep transition from a field setting to an inside sales setting. In less than three months of this process, this agent moved from below standard performance on two leading indicator skills to above standard performance.

Our client’s contact center service provider said, “Centerfirst’s near real-time monitoring and performance dashboard made all the difference because I could see the results of the calls and coach the rep on the performance plan feedback to immediately apply change.”

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2. Program insights

When we talk about a program in the context of quality monitoring, we define it as a brand, a contact center, a therapeutic area, a single team, or any other aggregated data set. Compiling data across any of these call center quality monitoring programs takes the right technology, but it also requires industry expertise to be able to make insights and guidance valuable for pharma leaders. 

At Centerfirst, we believe this expertise lies at the heart of generating program-level insights. Using our experience monitoring hundreds of thousands of calls in the pharma industry, our team understands how to elevate the data collected from individual agents to deliver valuable insights across an entire program.

Case Study: How Centerfirst Provides Program Insights

While we all know the emotional value of empathy — especially during a pandemic — its value related to the expense of implementing a program-wide training was previously unknown. Using our program-level insights, one of our clients decided to initiate training across the entire center to improve the important soft skill of empathy.

Our program-level data showed that over a 12-month period, agents who consistently scored greater than 90% on the soft skill of “demonstrated empathy” were 5% more likely to properly identify and handle potential adverse events. For pharma industry leaders, these results are astounding, and they were made possible through an approach that focused on three-dimensional insights.

3. Customer insights

The contact center is an often-overlooked bridge to customer insights. These customer insights, including valuable patient insights, are really sexy, especially for senior pharma leaders and commercial organizations. Bringing the actual voice of the caller into the C-suite can often add just the right level of emotional influence to take advantage of market signals. 

After monitoring hundreds of thousands of pharma interactions, our monitoring specialists have the expertise to differentiate real customer signals from single customer events. This deep knowledge is what turns complex data into actionable insights, and insights into opportunities. 

Case Study: How Centerfirst Provides Customer Insights

The customer — whether they are a patient, caregiver, or HCP — can provide some of the most vital insights to pharma companies. For one client, our team of pharma experts focused on interactions with HCPs to find out how certain inside sales skills correlated with HCP sentiment. Using our quality monitoring process, we conducted a study of more than 5,300 inside sales interactions over a 12-month period to determine which sales skills were the best leading indicators of sales success. 

What we found was that two of the 15 sales skills monitored had a high correlation (>.70) to positive HCP sentiment during contact center interactions. Knowing exactly how their agent’s sales skills can directly influence customer sentiment can help pharma leaders change course quickly and implement better training programs to improve sales performance.

In an industry where every contact matters, it’s imperative that pharma leaders not settle for one-dimensional insights and a lack of transparency. Measuring call center performance effectively and reaching your goals hinges on three-dimensional insights across the agent, program, and customer levels.

Download the full infographic about three-dimensional insights, or reach out directly to me (Pete Guillot) at pete@center-first.com to learn more.

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