The Telemarketing Company was one of the first agencies to adopt call recordings in 2008 and we continue to supply them for every outcome generated, and as an essential part of our quality assurance process. Happily, the benefits can be appreciated by multiple individuals involved in the process, from the Account Manager managing the campaign, the sales team receiving leads, the agents making the calls, the client working with an outsourced agency, and those on the receiving end of the calls in terms of improved customer service and communication. These are just some of the many applications of call recordings.

1. The Telemarketing Company was
one of the first agencies to adopt
call recordings in 2008 and we
continue to supply them for every
outcome generated, and as an
essential part of our quality
assurance process.
6 Benefits of
Call Recordings

2. Today, there is a wealth of solutions available and the wide adoption of call
recordings by both telemarketing agencies, and SMEs and enterprise
organisations for in-house use, reflects the many business benefits they offer.
Happily, the benefits can be appreciated by multiple individuals involved in the
process, from the Account Manager managing the campaign, the sales team
receiving leads, the agents making the calls, the client working with an
outsourced agency, and those on the receiving end of the calls in terms of
improved customer service and communication.
Introduction
6 Benefits of
Call Recordings

3. 1. Consolidating the brief in early stages of a campaign
In the early stages of every campaign (15‐19 hours) we share call recordings frequently with the
client so they can provide feedback, hints and tips, enabling us to refine positioning, messaging
and objection handling and ensure that the proposition is understood and well presented from
the outset. These initial reviews flush out any initial queries agents may have and enable us to put
our best foot forward on behalf of the client.
When clients listen to these early stage recordings, and hear how prospects actually respond to
the brief, responses are often not quite as expected. Giving clients the opportunity to dip into the
call recordings at this stage makes sense, enabling them to test the water, tweak and improve
their proposition based on real conversations.
6 Benefits of
Call Recordings
Here are just six of the many applications of call recordings:

4. 2. Providing insight to the sales team and increasing conversion
Sending call recordings along with lead information for every outcome provides enormous value for
the sales person tasked with the follow up call or action. Recordings are also a great way of ensuring
alignment between sales and marketing teams, providing unequivocal proof of the strength of any
opportunity to the salesperson tasked with following up.
Our agents work to a solution selling model, using open, probing questions, rather than a script
driven approach. This provides a potential wealth of information in terms of customer, market and
competitor insight, as well as an accurate understanding of the prospect’s need and buying mode,
increasing the propensity for that lead to convert.
Detailed lead notes are captured with each call, but a caller may not realise the significance of all
information shared on the call, allowing for industry jargon or technical language. In this respect,
sharing call recordings provides a safety net to ensure no opportunities are missed.
6 Benefits of
Call Recordings

5. 3. Refining and optimising the campaign
Whilst any obvious flaws in the brief have been picked up in the early stages, there is always scope
for further improvement as a campaign matures. Call recordings, as well as regular reporting and
proactive feedback from the Account Manager, provide a continuous feedback loop so that the
campaign can be optimised over time.
Hearing the actual ‘voice of the customer’ brings benefits outside of the campaign specific outcomes,
providing the opportunity to better understand how a product or brand is perceived and to test new
offers and propositions in a controlled environment.
Most organisations believe they have a good understanding of how their client base views their
brand, but it is rare for a client not to learn something new from each batch of recordings. Reviewing
call recordings can identify and highlight patterns, throw light on common issues and the detail can
be shared with relevant individuals across an organisation via the call recordings.
6 Benefits of
Call Recordings

6. 4. Improving customer service
Call recordings can highlight product or service issues that may be mentioned in passing during a
conversation, which customers may not otherwise have felt warranted a specific complaint. This
enables the supplier to pre‐empt more major issues and protect the brand’s reputation.
Where complaints are raised outside of the campaign at any later stage, the call recordings provide a
quick and easy way to retrieve information and verify what was said, or offered. The recordings are a
useful back‐up for clients in such cases, providing a solid audit trail that doesn’t require saving reams
of paper.
The ability to prove verbatim what was said helps safeguard brand reputation and saves time and
money when dealing with disputes.
6 Benefits of
Call Recordings

7. 5. Coaching and training
Of course, the call recording may highlight a genuine cause for complaint or a training need within
the calling team.
The call recordings provide an essential coaching tool for the Account Manager enabling them to
identify areas for improvement and provide individual feedback in an efficient way – saving training
time. Recordings are used to monitor agents’ calls, feed appraisals, share best practice, and ensure
consistent high quality performance across a team. Individuals new to the team or moving to a new
campaign can not only listen to their own calls and receive feedback, but can get up to speed very
quickly by listening to more experienced callers who have worked on the project for some time.
This process of quality assurance is especially important in regulated sectors such as finance where
proving compliance around transactions is a legal requirement and where organisations are required
to keep evidence of communications and compliance for a given period. In addition, recordings can
be used not only to measure performance but to reward best practice and acknowledge excellence,
for example with incentives such as ‘Call of the Month’
6 Benefits of
Call Recordings
5. Coaching and training
Of course, the call recording may highlight a genuine cause for complaint or a training need within
the calling team.
The call recordings provide an essential coaching tool for the Account Manager enabling them to
identify areas for improvement and provide individual feedback in an efficient way – saving training
time. Recordings are used to monitor agents’ calls, feed appraisals, share best practice, and ensure
consistent high quality performance across a team. Individuals new to the team or moving to a new
campaign can not only listen to their own calls and receive feedback, but can get up to speed very
quickly by listening to more experienced callers who have worked on the project for some time.
This process of quality assurance is especially important in regulated sectors such as finance where
proving compliance around transactions is a legal requirement and where organisations are required
to keep evidence of communications and compliance for a given period. In addition, recordings can
be used not only to measure performance but to reward best practice and acknowledge excellence,
for example with incentives such as ‘Call of the Month’

8. 6 Benefits of
Call Recordings
6. Call Calibration
As an agency, we often act as an extended part of a client’s team, working closely with in‐
house callers, often to supplement resource on larger campaigns for enterprise clients. In
these cases, call recordings are invaluable to calibrate calls across both teams. Sharing
the recordings ensures that the message and positioning are in sync, and that the
proposition is presented consistently. In addition, they allow the client and agency to
share best practice and learn from each other’s experience to benefit the overall
campaign.

9. Our Services
Established in 1990 and based on the
Brighton sea front, The Telemarketing
Company is the UK's leading specialist
outbound B2B telemarketing agency,
with a robust research offering.
For further information on our services:
01273 765000
info@ttmc.co.uk
www.ttmc.co.uk
26-27 Regency Square
Brighton, East Sussex, BN1 2FH