Case file:

One of the local electro-tools distributor requested us for researching for him the quality of telephone customer service among his competition acting on the local market.

Research problem description.

Due to large number of sector competitors on the local market, there was a need to pay attention to so called soft elements of sales and marketing, when any commercial activity is concerned (especially during the telephone contact with potential, prospective customers. It is not only all about the technical knowledge possession in case of electro-tools sales, but also it is about the way this knowledge is presented in a very specific understandable even for non sector specific customer manner. This is very important to convince the customer that not only he receive the best quality and the most competitive price of a product, but also the key point is to share the technical knowledge with the customer in customer friendly and proactive manner. This approach may affect in increasing of number of satisfied clients.

The approach:

Our main approach in this case was to show the level of professionalism and confidence during exercising recent competition through large numbers of conversations over the telephone. The market survey we conducted was aimed to answer the main question: what level of confidence and professionalism is represented by the personnel of competitive companies. The other task was to establish the points of benchmarking for our client regarding the telephone contacts with customers in general.

The main methodology we used was the “mystery caller”. Our Market Research Executive pretended the average lady customer, with a very little knowledge about electro-tools in general. Due to the briefing process with our client we have established the following points of exercise ( we mean – the points the interviewer pay special attention for) :

• The beginning of conversation – indroduction of sales person with full name and a name of his or her company;
• The speed of connection with appropriate person in charge of the specific electro-tools;
• The quality of information and service over the telephone;
• The level of competence and commitment of employee being in position to provide conversation;
• The level of knowledge of the equipment being a subject of trade conversation by the spokesman;
• The politeness of employee in charge and the level of conversation engagement;
• The clarity of the way the sales personnel is speaking;
• The knowledge of their market sector;
• The ability of sales and marketing commitment of sales personnel

We also provided this type of interview with the some sales personnel of our client, in order to present him also some comparison feedback.

The benefits to the client:

The method we have researched aloud to qualify the sales personnel engagement and commitment in a objective manner. The other result is the client is able to look through his business as from outsider position and compare the view to his competitors behaviours. This may outcome with the key elements of sales contacts and marketing behaviours to the future and finally successfully revenge with the local competitors.