Call Quality or Call Quantity? 3 Metrics to Determine Call Impact for Rehabs
It’s the dog days of summer – and that means spending time in the sun doing fun things like fishing. Fishing is a challenge requiring patience and persistence. Unfortunately fishing, much like addiction rehab, has no guarantees. Some days you walk away with your bucket filled to the brim – other days, you cast your line in futile attempts to no avail.
On days when call quantity doesn’t exist for your admissions staff, savvy rehab marketers must turn their attention to call quality. Today, we’re teaching your rehab marketing team how to “fish”; by teaching them how to spot a quality call when it receives one. You’ll learn:
- 3 Metrics your rehab marketing team can use to determine and differentiate call quality versus call quantity to monitor interactions with an experts’ eye
The Importance of Applying Quality Metrics to Call Monitoring in Rehab
It’s easy to isolate call volume and surmise, “good, but not good enough.” That mentality could lead to an addiction treatment center pulling the plug on a rehab marketing strategy before results take hold. To save your rehab from this scenario, keep your attention fixed on long-term success and apply that to your rehab marketing strategy and intake acquisition today.
So, how does a rehab marketer balance long-term success with calls while simultaneously focusing on current, day-to-day activities? By drilling down into granular call metrics and repeating best behaviors consistently.
Call Quality Metric #1: Average Call Duration
Is your admissions staff fielding calls resulting in all-encompassing discussions or surface level banter? Granted, both extremes on that spectrum are bad if your drug rehab center wants to maximize lead potential. The actual result you should be seeking lies somewhere in the middle.
ProTip: Try to keep calls within a five-minute window. This gives your admissions staff enough time to respectfully listen to a caller to qualify them, while not giving unqualified intakes the cold shoulder by bouncing them too soon.
A call north of five minutes doesn’t necessarily mean your team is spinning its wheels, nor does a call less than that indicate your team is rushing through calls. The “five-minute metric” will provide a consistent process for evaluating call effectiveness. Your team will still need to drill down on individual calls that exceed five minutes or go far under that.
There are two main benefits to isolating calls that run shorter or longer than the five-minute metric:
1.) Training Purposes – There’s nothing quite like listening to the sound of your own voice interact and converse with people over the phone. Power through the sound of your voice, because there are nuggets of wisdom and coaching moments to be gleaned. You might discover that you’ve inadvertently practiced bad call habits. Conversely, you may discover that an admissions staff member has a unique way of framing certain topics that could be applied to your entire intake staff.
2.) Recognizing Outliers – Your team will experience both positive and negative outliers, but the quicker it can recognize negative outliers and appropriately route them, the better. Granted, your team has five entire minutes to make this determination, but by paying close attention to the types of outliers within addiction, you’ll arm your team with the wisdom to make informed decisions.
Call Quality Metric #2: Maintain A Dedicated Call Log
Your call log will house the resulting outcome of each interaction before you take the time to listen to a recording (wrong number, prank call, families calling, especially short calls, etc.). An accurate call log helps your rehab marketing team tell more complete stories regarding your callers.
For example, a concerned loved one may have called your admissions staff several times, with each call lasting less than five minutes. According to your five-minute metric, these calls would be deemed lower quality, but the complete story has a different insight. That individual asked more specific questions each time and could be nurtured further down the funnel by an experienced intake staff trained to pick up on these opportunities.
Call Quality Metric #3: Break Down Call Tracking by Channel
What’s call quality without attribution? If your rehab marketing team doesn’t understand the channels driving qualified calls to your staff, it’s grasping at straws and guessing its way to success. Don’t fly blind.
Call tracking helps your rehab marketing team isolate the channels that are performing the best for your specific location. Your drug treatment center can then allocate its marketing budget and approach to maximize the effectiveness of this channel. Without call tracking, your team has no way to weigh the successes or failures from one channel to another.
Quality Calls Are A Fish of A Different Color. Is Your Rehab Marketing Team Using the Right Bait?
After reading through our recommended call quality metrics, your rehab marketing team will hopefully not expect the admissions staff to “land a whale” every time a prospective intake calls. Nor should your addiction treatment center panic when call volumes dip below the expected threshold. If it’s set up the right call quality metrics, your staff will be making the most of the opportunities that present themselves.
Now, if your drug treatment center doesn’t have ANY call quantity coming in, that’s another situation entirely. Contact our team, and we’ll help your addiction center receive a quantity of calls, while enabling teams to not sacrifice on quality interactions. Cast your line out there, because phone calls don’t have to “bite”.