Short anecdote (YouTube video by David Jenyns) describing a simple operational fix in a call center: making the “How did you hear about us?” field mandatory so orders cannot be completed without an answer. This change increased data-capture success from about 50% to 100%.
As the owner, it's really important to me to understand every person that calls into the call center. How did you hear about us? How did you learn about 1-800-got- junk? There was a field where they had to fill out what the answer was. People would forget. I'd remind them we'd put Post it notes up around their computer. Don't forget to click that box. Don't forget. I realized everybody, including myself, sometimes would be busy on a call and you just forget to ask the question, how did you hear about us? So we made that field mandatory. We realized that you couldn't actually complete the order without making that field have a choice in it. And once we changed that, we went from 50% success to 100% success.
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