Phil Risher says business owners blame bad leads when the real problem is their customer service reps. He moved a CSR with a rough voice out of intake calls to collections, where she excelled. Listen to 10-20 calls to hear if your team actually sounds like your brand.
Your CSR can make your marketing look better or worse without even touching an ad. You could have the best looking website, the best reviews, even the best intake process with an estimate calculator and all these cool things. When that person talks to your customer service representative, it's another signal to them, am I making a better decision by working with this company or not? When I was at my home service business, we had one woman who was on the phones and she did not have the most pleasant voice. And we actually had customer complaints about her voice Because it was a little rough and raw around the edges, and it wasn't very warm and inviting. And so what we had to do was we had to take her off of that and put her on collections for accounts receivables, because she was easy to go and find the money and figure it out, but she was not the pleasant, warm intake process that we wanted from a marketing perspective. Your CSR, if you have 1, if you have 4, if you have 10, each one of them has a unique skillset. And you have to make sure that it lines up with how you want your company to be projected from a marketing perspective. A lot of people think that it's a lead or a marketing problem when it could in fact be the lead management process and your CSR intake. A quick fix for this is go listen to your calls, listen to 10 or 20 calls, and just get a vibe. Like, would I do business with this? Is this an accurate representation of how I want my business to feel?
