Keep CARM and talk smarter
31st October 2015 | Dr Rein Sikveland and Elizabeth Stokoe
Researchers from Loughborough University suggest that commercial sales “scripts”, and a great deal of communication training, fail to identify what really works to convert callers to clients and optimize the customer experience. Here, they explore evidence-based training for sales conversations – the Conversation Analytic Role-play Method.
How do you know that your telephone sales calls, “recorded for training purposes”, are working to maximise conversion rates from caller to client or optimize the customer experience? Customer feedback is always gathered after the actual interaction between company and customer has happened. A company may have good or bad satisfaction ratings, but what conversational practices make the difference in those ratings?
The science of conversation
As conversation analysts, we research recordings of real talk, in real time, across all kinds of organizations and workplace settings. By scientifically studying the micro patterns in interaction that most of us don’t even notice, we can identify what is “effective” in “effective communication”.