Как организовать работу кол-центра

Жабоева Светлана Леоновна, д.м.н., профессор КГМУ, заслуженный врач республики Татарстан, руководитель Клиники СЛ, рассказала НаПоправку, как организовать работу кол-центра и обеспечить 80%-ную конверсию звонков.

Клиника

Клиника СЛ открылась в Казани в 2005 году. Сейчас в ней 12 направлений медицинской деятельности, дневной стационар на 13 коек, 98 сотрудников. В 2017-ом году клиника получила сертификат качества и безопасности ICO 9001 немецкого сертификационного органа TUV Rheinland.

За 2021-ый год компания помогла 24 тысячам пациентов, 26% из них записались впервые. По рекомендации на клинику или врача обращаются более 65% пациентов.

Кол-центр

С 2011-го года в Клинике СЛ звонки обрабатывает выделенный кол-центр. Тогда, десять лет назад, решение создать собственный кол-центр было инновационным. Мы поняли, что поток клиентов растет, и пока администраторы отвечают на звонки, они не успевают выполнять необходимую параллельную работу. Показатели работы администратора: первичная и повторная запись, допродажи — не росли, поступали жалобы на невнимательность. Мы же хотели расширить бизнес и увеличить прибыль, а для роста нужны ресурсы.

Сейчас ежемесячно наш кол-центр принимает более 4 тысяч звонков. Мы активно развиваем медтуризм, поэтому звонки поступают не только из Казани.

Обращения распределяются на каждого оператора по очереди. Нерабочим временем считается период с 21.00 до 08:00. Но и в эти часы звонки не теряются. Они обязательно фиксируются и обрабатываются в рабочее время следующего дня. Но таких звонков не больше 150 в месяц.

Для грамотной организации работы важно выявить пиковые периоды звонков и скорректировать график операторов. К примеру, по статистике, в Клинике СЛ самый активный день — понедельник. Поэтому в понедельник в смене работают не 2 оператора, а 3. Пиковые часы — это всегда утро (за редким исключением), поэтому в период с 08:00 до 14:00 прием звонков ведет большее количество операторов.

Важно проводить регулярную аналитику, отслеживая разнообразные показатели. У нас фиксируются все пропущенные за день звонки. Выясняются причины пропусков, делаются выводы, корректируются процессы. Пропущенные звонки обрабатываются в режиме: пропустили — перезвонили — записали. Контролируется срок выполнения каждого этапа. Это позволило сократить количество пропущенных звонков с 123 (в 2016-ом году) до 30 (в 2021-ом году).

Мы контролируем процент записи, это важный показатель эффективности работы оператора. Это доля успешных звонков от общего числа целевых входящих. Звонки фиксируются в программе Октелл и обрабатываются по утвержденной стандартизированной схеме. Длительность разговора мы тоже оцениваем, но не считаем показателем эффективности. Важно уделить внимание пациенту, ответить на все вопросы. Кроме того, «затянувшиеся звонки» также могут закончиться записью. В среднем разговор длится от 70 до 150 секунд, но звонки пациентов со сложными случаями или готовящихся к операции иногда могут достигать 20-ти минут.

Показатели

В Клинике СЛ операторам удается выполнять следующие показатели:

  • Доля целевых звонков, завершившихся записью, — в среднем 78%, но мы стремимся к 85%. Радует, что показатели отдельных операторов составляют 95%.
  • Длительность разговора — до 1,5 минут.
  • Ожидание ответа на линии — до 5 секунд.
  • Пропущенные звонки обрабатываются за 15 минут с момента поступления, и мы стремимся уменьшить это время.
  • Заявки, вопросы, отзывы из интернет-каналов обрабатываются за 60 минут. Тоже задача для улучшения.

Как добиться такого результата?

  1. Важно научить персонал работать по разработанным в клинике стандартам.

Администраторы и операторы должны знать:

  • услуги клиники: характеристики, время проведения, оборудование, цены;
  • информацию о врачах: специализации, регалии, навыки и умения, график работы.

Они должны уметь:

  • общаться по телефону;
  • предлагать услуги на основании свойств и выгод;
  • подбирать удобное время для визита к нескольким докторам;
  • презентовать действующие акции и предложения, их преимущества для пациента.
  1. Нужно на старте разработать прозрачную систему оценки звонков. Оцениваться должна именно работа сотрудника, а не другие факторы.
  2. Важно разработать схему мотивации сотрудников, которая будет зависеть от индивидуальных показателей каждого. Она должна дать возможность зарабатывать больше, если сотрудник работает эффективнее и увеличивает долю записанных и пришедших пациентов.
  3. Необходимо регулярно контролировать работу операторов и администраторов по количественных и качественным показателям, разбирать успешные практики и случаи, требующие корректировки.
  4. В случае изменений текущей ситуации (пандемия, специальная операция, акции, изменение цен, сезонность и др.) следует оперативно менять процессы, чтобы преодолеть кризис и сократить расходы.

Справочники и скрипты

Справочник цен и услуг хранится в CRM и всегда доступен. Операторы могут открыть речевые модули по каждому медицинскому направлению и услуге, но основную информацию об услугах и акциях они должны знать наизусть.

У них еще есть рабочие тетради, куда в распечатанном виде подшиваются все последние приказы, условия новых акций, регалии врачей — иными словами ключевая информация, которая постоянно обновляется.

Новую информацию сотрудники получают письменно или устно под подпись.

Письменно информация передается по 3-м каналам:

  • по почте в виде официального приказа,
  • по почте через информационную рассылку,
  • через WhatsApp как дополнительное напоминание.

Помимо оповещений работает система контроля знаний: после рассылки приказа сотрудники проходят опрос на понимание сути информации и расписываются в журнале.

Операторами кол-центра и администраторами ресепшен руководит начальник отдела сервиса. Это опытный сотрудник, работающий в компании больше 5 лет, прошедший путь от администратора до руководителя и знающий особенности работы изнутри.

Сотрудники отдела сервиса действуют в соответствии с Процедурой Клиентского сервиса. В этом документе прописаны стандарты обслуживания, правила ведения телефонных переговоров, порядок записи пациента на прием, порядок действий сотрудников в той или иной ситуации, примеры возражений и варианты ответов на возражения. Это свод правил, обязательный к применению!

Первый стандарт я написала сама, на основе многолетнего опыта. С тех пор он неоднократно дорабатывался. Мы регулярно обновляем, дополняем и меняем многие документы.

Обучение

Стажер-администратор проходит обучение в течение 3-х месяцев, затем проводится аттестация. На основании аттестации администратор принимается или не принимается на работу. Все работники Клиники СЛ, независимо от стажа работы, проходят обучение ежегодно. Это помогает совершенствовать знания, выстраивать качественный системный подход в клиентском сервисе.

Контроль

Статистическая оценка работы отдела сервиса, и в частности кол-центра, производится ежемесячно. При этом ежедневно производится выборка по операторам и звонкам, если запись не состоялась. Руководитель слушает звонок, анализирует и заполняет чек-лист, который отправляет оператору на почту для дальнейшего разбора. Если ошибка системная, то руководитель собирает операторов, разбирает проблему, предлагает способы решения, обучает как правильно.

С 2022-го года каждый квартал проводим акцию «Тайный покупатель». В ней оценивается полный цикл от записи до выхода пациента из клиники после приема. Руководитель произвольно выбирает 5 первичных пациентов, выгружает по ним аудиозаписи звонков и записи видеокамеры. На основании полученной информации заполняет чек-лист и отправляет его на почту администраторам и операторам. С каждым сотрудником индивидуально разбирается его часть работы: звонок или видео. Важно, чтобы сотрудник сам услышал или увидел нарушение и сделал выводы. Если ошибки повторяются, составляется акт о несоответствии и принимаются административные решения, в том числе о возможном депремировании.

Система мотивации

Зарплата сотрудников складывается из двух частей: стабильной окладной и переменной мотивационной. Мотивационная часть зависит от качества работы и по результатам KPI может достигать 40-60% от дохода. Дополнительно к ней администраторы могут получить бонус от продажи косметики.

Заработная плата сотрудников отдела сервиса, включая кол-центр, выше средней по региону и по отрасли на 20-30%. Руководству важно, чтобы у сотрудников были ощущение стабильности и уверенность в будущем.

Также администраторы несут материальную ответственность за деньги в кассе и обязаны соблюдать финансовую дисциплину. Именно они снимают и ставят на сигнализацию клинику в конце рабочего дня.

Администраторы работают в режиме многозадачности, поэтому обязанности, не связанные с финансовыми показателями напрямую: ведение медицинской и бухгалтерской документации, обслуживание на кассе, работа с картотекой и архивацией медицинских карт, проведение инвентаризации и рассылок, сбор потребительской лояльности, работа с заявками со сторонних источников и другое, предусмотренное стандартом работы администратора, — оплачивается утвержденным окладом.

Каждые 2 года мотивационная программа сотрудников может пересматриваться. На пересмотр влияют экономическая ситуация и объем запланированных задач. Клиника планомерно развивается, меняется организационная структура, выделяются новые бизнес-процессы, открываются новые проекты, расширяется или оптимизируется штат сотрудников. Все это отражается на оплате труда.

Планы

Последние годы мы видим тенденцию, что «активные/агрессивные продажи» не работают. Их заменили «лояльные продажи», то есть продажи через выяснение сути обращения, индивидуальный подход, высокий сервис. Пациенты стали более избирательными, компетентными, опытными. Они сравнивают и выбирают.

С 2020-го года тренд только усилился. Пациенты требуют к себе не просто индивидуального подхода и внимания, но и психологической поддержки. И каждый сотрудник, в том числе и администратор, должен уметь ее оказать.

Сегодня одна из основных задач для отдела сервиса — научиться профессионально работать со сложными пациентами, предугадывать потребительский экстремизм, «снижать градус» напряжения в конфликтах, при этом не забывать о задачах компании, личной выгоде и собственном психологическом здоровье.

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264 Comments

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  174. Today, I went to the beach with my kids. I found a sea shell and gave it to my 4 year old daughter and said “You can hear the ocean if you put this to your ear.” She put the shell to her ear and screamed. There was a hermit crab inside and it pinched her ear. She never wants to go back! LoL I know this is entirely off topic but I had to tell someone!

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  176. The core of your writing while appearing reasonable in the beginning, did not really sit properly with me after some time. Someplace throughout the paragraphs you actually managed to make me a believer unfortunately only for a short while. I nevertheless have a problem with your leaps in assumptions and one would do nicely to help fill in those breaks. In the event that you can accomplish that, I would certainly end up being fascinated.

  177. Fantastic site. A lot of useful info here. I am sending it to some friends ans also sharing in delicious. And of course, thanks to your effort!

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