Susan Donham delves into how compassionate phone skills can make all the difference when talking with a consumer.
11/15/2019 9:30
The right communication technique can mean the difference between a compliment and a complaint.
Susan Donham, marketing director for Merchants Credit Association, presented on this in her session, “Compassionate Phone Skills for Today’s Agent,” at ACA’s 2019 Annual Convention & Expo.
Donham recently talked with Collector magazine Managing Editor Anne Rosso May about the informative session as well as the personal transformation that led her to embrace this topic. Following is her interview as featured in the November issue of Collector magazine.
Why is the topic of compassionate phone skills so important to you?
I started working as a bill collector in 1995. I witnessed the industry transform when it came to engaging in consumer communication; a transformation I believe began in 2008. From my perspective, this transformation came about for several reasons, including the increased use of cellphones, the rise of the internet and the financial crisis of 2008. Prior to this time, I was considered one of the firmest collectors around the office. I had no difficulty advising someone that their balance was due. However, eventually that approach stopped working.
At the same time, things were changing in my personal life. I was around six years sober at this time when I realized I could be of service to other women who found themselves in similar situations.
Because of this, I underwent a personal transformation and learned how compassion can reach someone, and this knowledge filtered into my day job.
My boss, Scott Wiswall, has always advocated for using power words to improve consumer conversations. I started using more of these positive power words in my talkoffs and they resulted in helping me connect with people. I would be aware my new phrases were successful when I would hear collectors around me repeating them on their phone calls.
How did you develop this seminar?
In my current role as marketing director, I often speak with our clients, who are in health care or financial services. Several expressed an interest in a training series that could help their employees improve conversations with consumers regarding past-due accounts. I created a presentation focusing on compassionate communications, and it quickly gained momentum.
Our clients’ employees, especially in the health care world, didn’t start out wanting to be bill collectors.
That’s not their industry. They want to help people and the techniques in this presentation allow them to do just that.
Because it’s been well received by our clients, I thought it would be helpful for other ACA member agencies.
What questions did the audience ask?
They didn’t have a lot of questions for me during the presentation, but they were very engaged and eager to participate, which showed me they were truly taking in what I was teaching. Afterwards I had collection agency owners, trainers and managers come up and thank me for the presentation and share their own experiences with consumer communication. One of the best compliments I received was when a woman thanked me for providing content she can take back to her agency.
Do you have any tips for ACA members who have never presented at an industry event before?
My first piece of advice is to just go for it. Submit your presentation and see what happens. Quite honestly, I didn’t think ACA was going to pick my presentation for
the Annual Convention, because while the concept is excellent, I’d never presented for ACA before. So I didn’t have any expectations on it, but of course I was really pleased to hear that I’d get to do it. I’d also tell people who are new to presenting: honor your audience. That means you need to develop your skill set so you can reach your audience and respect their time. Don’t just wing it— really take some time to put your best effort into the presentation. It will show.
For more collection and communication techniques resources, check out ACA International’s Essential Collection Skills and Techniques training program or web course and our online events calendar for the latest webinars and conferences schedule.
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