How many numbers can you hold in your head at one time? Seven, eight, maybe nine? Everyone’s different but most of us can hold between five and ten different things in our head at one time. That’s really not an impressive number when you start to put it in the context of a busy working day. How much is lost to the ether forever from one phone call?
We tested London professionals to see how much they could remember from a one-minute phone call. The recording, a call between a recruitment consultant and a prospective candidate, contained numerous personal details. The survey participants all listened to the recording on their mobile to highlight the challenges of remembering information ‘on the go’.
As you can see in the video below, no one could remember everything and most recalled only small bits and pieces. Perhaps most worryingly of all is the brain’s ability to generate false memories. Many of those we spoke to thought they remembered the information but were just plain wrong.
Our memories are fickle, so what?
Well think of all those industries that rely heavily on telephone interaction, such as a banker making trades in the financial services or a recruiter getting vital details from a prospect.
Forgotten or misremembered details can have a significant effect on a business – it could be a lost lead or an unhappy customer. There are those immediate impacts and, of course, obvious issues around regulations.
Could the details of a phone call from 12 months ago suddenly become crucial? What was discussed or what was promised? When it comes to protecting your business from litigation – a misremembered phone call just doesn’t cut it.
Which is why it’s so shocking that many businesses still rely on archaic techniques for tracking these types of details. It’s the 21st century, we should really move on from Post Its.
Imagine how much time could be saved if call notes were automatically populated into your centralised CRM system after every single call? This saves hours of call admin for the sales rep and dramatically improves your data quality.
A good CRM system integrates mobile and landline call activity and recordings directly into CRM systems such as Salesforce for companies including Groupon. Clients can generate 60-80% productivity improvements with time saved on call admin while managers finally have visibility of their team’s telephone activity.
Now, of course I’m going to say that, but given the options the only question mangers should ask is: ‘Can my business rely on an unreliable memory?’