escrs 2010 differences between european clinic telephone sales practices - study
TRANSCRIPT
How does your clinic compare?Differences in telephone practices amongst European Ophthalmology Clinics
Agenda
• The questions
• The methodology
• The results
• The gaps
• The solution
The Questions
• How do clinics compare across Europe?
•Why do some countries perform better than others?
• How big is the GAP between the Ideal and Average?
•What are the biggest areas that need improvement?
The Methodology
• 30 refractive clinics (top 3 in Google)
• 7 countries
• Sampling of mystery calls across Europe
• Evaluated across a qualitative score
• 14 distinctions
Ideal skills baseline
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
Rings
Initial greeting
Time to reach counselor
Control of the conversation
Qualifying interest
!Knowledge of procedure basics
Review of procedure pricing
Review of financing options
Technology and benefits
Practice differentiation
Call to action
Needs detection
Enquiry source tracking
Offering of additional resources Weighted Performance
The results
0
25
50
75
100
How convincing was the Clinic Staff?
100
75
2533
50
6757
England France Germany Greece Italy Portugal Spain
0
25
50
75
100
One Ring Three Rings Teleprompter
Ideal Europe
Q. In how many rings was the phone answered?
0
25
50
75
100
4/4 3/4 2/4 1/4 0/4
Ideal Europe
Q. What was the quality of the initial greeting?
0
25
50
75
100
Yes
14
England Europe
Q. Was the caller asked if they were an existing patient or a new enquiry?
0
25
50
75
100
Full set of details Some details No details
Ideal Europe
Q. Did the receptionist ask for any caller details?
0
25
50
75
100
Yes
Ideal Europe
Q. Did the receptionist introduce themselves by name?
0
25
50
75
100
Yes
Ideal Europe
Q. Did the receptionist ask the caller to book an appointment?
0
25
50
75
100
Asked
Ideal Europe
Q. “How long have you been considering this service?”
0
25
50
75
100
Asked
Ideal Europe
Q. “What’s motivating you to have this procedure now?”
0
25
50
75
100
Asked
Ideal Europe
Q. “What prompted you to call us?”
0
25
50
75
100
Asked
Ideal Europe
Q. “How would you describe the problem?”
0
25
50
75
100
Asked
Ideal Europe
Q. “Have you had services like these in the past?”
0
25
50
75
100
Asked
Ideal Europe
Q. “What important for you in choosing a provider?”
0
25
50
75
100
Asked
Ideal Europe
Q. “What do you do for work?”
0
25
50
75
100
Asked
Ideal Europe
Q. “What do you do for hobbies or sports?”
0
25
50
75
100
Asked
Ideal Europe
Q. “Is there anyone else helping you to choose a service provider?”
0
25
50
75
100
Asked
Ideal Europe
Q. “When would you be interested in purchasing this service?”