Opticall Phone Training That Will Help Your Practice Succeed!
Phone Training That Will Help YourPractice Succeed!
• First Contact (Inbound call handling, specializing in convertingnew leads to consults)• ACE (Actual Consumer Experience) Phone Training• Boomerang – outbound patient reactivation calls and scheduling• On-line Chat
Why are we qualified?• We have taken over2,000,000 patient phonecalls• We worked with over 300practices nationwide• We work closely withpractices on the front linesof all their businessdevelopment efforts• We get to experience firsthand what is working frompractice across the country
What We Will Cover Today✓Current trends and challenges for today’spractices✓Why customer service is such a key part of thephone call process✓How to create a phone plan with a customerservice mindset✓Steps we take at OptiCall during our owntraining and hiring process
Poll 1:Who is the most important person inyour practice?
Patient Care BEGINS at the FRONT DESKYet, these are the employees that usually:• Receive the least medicaleducation• Are put in cramped cubiclesor “out of sight, out ofmind” in triage centers ofseparate buildings• Are expected to multi task:check patients in, collect co-payments, schedule clinicalfollow-up appts, ordertest, and handle walk-inappts
Fun Facts!✓45% of consumers initiated a purchase over thephone in the last year✓Of those callers, 70% were put on hold!✓The average hold time was 57 seconds✓Business executives spend an average of 15minutes PER DAY on holdSources:ohma.orgmessageonhold.us.comvoicestamps.com/phone_versus_internet.html
More Fun Facts!✓94% of most marketing budgets are spentpersuading a customer to call✓6% of most marketing budgets are spent onhanding the customers callSources:ohma.orgmessageonhold.us.comvoicestamps.com/phone_versus_internet.html
More Fun Facts!34% of callers who hang up do not call back!
Poll 2:Why do 45% of most customers notbook at the first place they call?
45% Do Not Book Due to PoorCustomer Service• Contributing Factors– Patient felt they werekept on hold too long– They had to repeatinformation to multiplepeople– Felt representative wasnot knowledgeable orcould not solve problems– Responses to patient’smessages or email weretoo slow
Reasons Control is Lost on the Phones• Wrong peopleanswering the phone• Improper training or notraining• Phone staff ismultitasking• Staff turnover
The Practice and the Staff Must have aCustomer Service Mindset
To Succeed in Business You Must Have• Excellent Product• Excellent Delivery System• Excellent Customer Service Mindset
Creating an Effective Phone Plan• Having the right people• Creating the right scripting with a customerservice mindset
Hiring the Right People• Demeanor• Willing, Able, Committed• Phone Voice• Paint Customer ServiceScenarios (i.e. How doyou respond when youdon’t know the answer?)
Quantity vs. Quality-Where The BestHires Come From• Only 7% of job applicants come fromreferrals, but they make up 40% of the hires• Retention rates after 3 years are 47% forreferrals vs. 14% for job board applicants• Consider the Source - "A" players typicallyhang out with other highly motivated, hardworking people. On the flip side, "C" playershang around other "C" players.
New hires gain experience by secretshopping practices• This provides first handexperience of whatother practices soundlike across the country.• We use this step toidentify opportunitiesto improve calls duringour training.
Job ShadowingWho does it best currently in your office?3 Steps to our Process• Watching• Typing• Taking Calls
If a telephone callcomes in from...•Existing patient•Vendor Rep•Family member•Pizza Delivery Person•Fed Ex Delivery Person•Wrong numberWho Is The Consumer?
Everyone is a Consumer!First impressions matter:✓Who you are as a practice✓How knowledgeable youare✓Is this a caring practice✓Will I be taken care of✓Are people professional✓Should I come to thispractice✓Should I STAY in thispractice
Creating A Phone PlanWith A Customer Service Mindset
9 Tips for Better Phone Conversions• Capture every lead routinely• Ensure that calls follow a format that maximizes the potential of gainingnew business• Assign informed and well educated counselors to handle yourrefractive/elective calls• Script your calls in advance so you can dependably predict the outcome• Ensure that your staff is kind and correct on every call• Call your own office as a patient to experience and improve upon yourown front office• Research your competition and improve upon their style• Allow your staff to answer your refractive/elective calls uninterrupted• Prepare to make mistakes and accept that they will be made. The key is tolearn from them while• maintaining morale which ultimately reflects on your call quality
The Anatomy Of A Call“Logical Progression”•The Introduction•Exploration- learn about the caller and theirneeds•Education- what to do next•Closing- appointment, or info only?
The GreetingSample Script:• “Thank you for calling ______!This is _____ how may I helpyou?” 58% do this!• Response “Great, I can helpyou with that!”• May I ask for your name?Thanks (name) and how areyou today? 3.67% do this!• May I have a number in casewe get disconnected?Why Do this?• A proper greeting gives agreat first impression• Using their name creates apersonal relationship withthe caller• Dale Carnegie says aperson’s first name is theirfavorite word
How did you hear about us?Script:• “(Name) are you a patientof ours already?” 7%!• If they are not an existingpatient…”May I ask how youheard about us?”Why do this?• This is the beginning ofestablishing rapport andcreating a conversation• Practices spend a lot ofmoney on marketing andneed to know what’sworking
ExplorationScript:• What procedure are youinterested in? 61%!• What are your goals forhaving the procedure?• Pull vs. Pushcommunication styleWhy do this?• These questions ENGAGE thecaller caller while alsocontrolling and leading theconversation. BuildingRapport-Gaining Trust-Creating Comfort• This question may help revealany disqualifying conditionsand/or the need for furtherdiscussion requirements forthe first step.
How to handle price?• Do not avoid pricequestion, caller may losetrust and find someonethat will give price.• Have script preparedwhether it is a range orspecific price.• “Is that about what youwere expecting?”• Validate why your price isworth it!
Education• “Have you ever been into see if you are acandidate for thisprocedure?”• Paint a picture of thenext step– Is it free?– Who they meet with?– How long?– Any Expectations youwant them to have.
The Call to ActionBe proactive…invite them in!Script• Assumptive close: “I havenext Tuesday at 2 orWednesday at 3 available,would either of those workfor you?”• Asking permission: “Wouldyou like me to check mycalendar to see what I haveavailable? What do and/ortime works best for you?Why do this?• Many offices will talk aboutthe first step but then waitfor the patient to requestthe consult.• Often, a patient is let off thephone without anythinghappening.
Each call should accomplish1 of 2 goals:•Book an appointment•Capture the lead if the patient does not book, soyou can follow up and cultivate (do this byoffering to send information)
Don’t FumbleAt The 1 Yard Line!Create a followup plan andmine youractive leads
Persistency of Response•Total average responses (all types)•Average number of phone calls made to new leads:•Average # of emails sent to new leads:•Percent if companies that never responded:2.2!1.0!0.9!51.4%!Source: 2012 Retrospect LRM Study
The Importance of Prompt Follow UpResults from MIT LeadResponse Study:www.leadresponsemanagement.org/lrm_study
Training is ongoing…Be great at whoyou are and you become AWESOME atwhat you do!
Inspect What You Expect From Your Staff• Complimentary MysteryShop for WebinarAttendees ($350 Value:5 recorded spy calls toyour practice)www.opticall.com/site/free-practice-phone-assessment.htm• Please complete thesurvey to advantage ofthis offer