Building a Thriving UAE Telesales Team: A Journey to Market Dominance

Hello, my name is Walaa. I’m the Head of Call Centre Operations at QIC digital hub.

In the competitive landscape of the UAE & MENA market, establishing a telesales team from scratch demands more than just assembling a group of professionals. It requires strategic planning, leveraging cutting-edge tools, and navigating challenges with resilience. The story of crafting a successful telesales unit from the ground up, serving as the direct brand presence for QIC, is a testament to dedication, innovation, and unwavering commitment.

In the midst of the COVID-19 upheaval, the need for transformational business solutions became paramount. In a previous role as Operations Director, I spearheaded the establishment of an offshore module on a trial basis, a decision that not only weathered the storm of the pandemic, but proved to be a resounding success story.

The result was remarkable: the largest broker in the UAE quickly moved to a model where 95% of its staff worked offshore. This strategic shift not only reduced the company’s costs by a staggering 70%, but also brought about a paradigm shift in the way work was perceived.

Remarkably, even those who were initially remote have embraced the remote model. The attraction wasn’t just financial, but also a profound change in work-life balance. Employees embraced the model because it allowed them to work from home and lead happier, more fulfilling lives with their families.

Foundations of Excellence

The cornerstone of this success story lay in assembling a team of seasoned professionals with a dedication to excellence. The emphasis was on hiring individuals experienced in the nuances of sales, equipped with the tenacity to thrive in a challenging environment. Each member was carefully chosen to align with the vision of creating a powerhouse telesales unit.

For hiring I always make sure to follow the below process:

1. Experience and skills assessment

• Relevant Experience: Evaluate candidates based on their past experience in the specific industry or role. Consider the depth and relevance of their expertise.
• Skill Match: Assess their skills against the job requirements. Look for technical abilities, soft skills, and any specialized knowledge relevant to the role.

2. Past Work Relationships

• Previous Work Experience: Prioritize candidates you’ve worked with before and had positive experiences with. Consider their performance, reliability, and contributions in previous roles.
• References and Recommendations: Reach out to former colleagues or supervisors for insights into the candidate’s work ethic, performance, and team dynamics.

3. Cultural Fit and Team Dynamics

• Alignment with Company Culture: Evaluate if the candidate aligns with the company’s values, culture, and work ethos. Consider how they would integrate with the existing team.
• Team Collaboration: Assess their ability to collaborate effectively within a team setting. Consider past experiences of teamwork and interpersonal skills.

4. Problem-solving and Adaptability

• Adaptability: Gauge their adaptability in handling challenging situations or adapting to new environments. Look for instances where they demonstrated flexibility and problem-solving skills.
• Critical Thinking: Assess their ability to think critically and make decisions. Probe for examples where they tackled complex issues or situations.

5. Communication and Leadership Potential

• Communication Skills: Evaluate their communication skills — both verbal and written — as effective communication is crucial for teamwork and client interactions.
• Leadership Attributes: Even if not for a leadership role initially, assess if they exhibit leadership qualities like initiative, decision-making, and the ability to motivate and guide others.

6. Interview and Assessment Process

• Structured Interviews: Have a structured interview process with standardized questions to assess all candidates fairly.
• Role-specific Tasks or Simulations: Assign tasks or simulations that mirror the actual job responsibilities to evaluate practical skills and problem-solving abilities.

7. Gut Feeling and Final Assessment

• Trust Your Instincts: Consider your own experiences with the candidate and your gut feeling about their suitability for the role.
• Final Evaluation: Collate all assessments, experiences, and interviews to make a final decision ensuring it aligns with the overall company goals and team dynamics.

By utilizing this checklist, you can ensure a thorough and comprehensive assessment of candidates, especially those you’ve worked with previously, enabling you to select the best-fit individuals to contribute effectively to your team’s success.

Harnessing Technology for Efficiency

Recognizing the importance of streamlined operations, the team invested in state-of-the-art tools. Leveraging platforms like Zoho CRM, Gallabox (now Meta Verified), 3CX for calling, and ActivTrak for live monitoring ensured seamless workflow, efficient communication, and real-time insights. Adopting Zoho CRM and transitioning to Gallabox for WhatsApp business were pivotal decisions that significantly enhanced our operational efficiency and communication management within the telesales team. Here are just some of the positive improvements we’ve already made:

Leveraging Zoho CRM for Streamlined Operations

• Comprehensive Insights: Zoho CRM’s robust features empowered us to generate automatic reports, conduct in-depth analysis, and create informative dashboards. This enabled a daily evaluation of our processes, identifying strengths and areas needing improvement promptly.
• Process Evaluation and Optimization: With Zoho CRM, we gained visibility into the sales pipeline, customer interactions, and performance metrics. This data-driven approach facilitated continuous process evaluation, allowing us to fine-tune strategies for maximum efficiency.

Gallabox: Revolutionizing Communication and Productivity

• Enhanced Productivity: Transitioning to Gallabox from traditional WhatsApp channels was a game-changer. The segregation of chats among agents streamlined communication, leading to a remarkable tenfold increase in productivity.
• Auditorial Oversight: The addition of an auditor to monitor chats and communications within Gallabox ensured compliance with standards and regulations. This oversight not only upheld quality but also provided valuable insights for ongoing training and improvement.

Impact on Team Performance and Customer Engagement

The integration of Zoho CRM and the migration to Gallabox have significantly boosted team efficiency and customer engagement within our telesales operations in the UAE. Through streamlined workflows and organized communication channels, teams could focus on tasks more effectively while accessing critical information promptly. This resulted in improved customer service, with personalized assistance and better engagement fueled by insights from Zoho CRM. Moreover, the scalability and adaptability of these tools lay a strong foundation for future growth, ensuring flexibility to meet evolving business demands. Continuous improvement remains a priority, with insights from Zoho CRM guiding process refinements, training enhancements, and adaptive strategies. These technological advancements not only addressed immediate challenges but also positioned us for sustained success and optimization in the dynamic telesales landscape of the UAE.

Commitment to Customer Support

A key differentiator was the unwavering commitment to customer support. The team’s availability seven days a week, from 08:00 AM to 07:00 PM GST time, resonated with clients, offering unparalleled accessibility and assistance. VPN access connected to the QIC UAE network further enabled access to crucial websites, ensuring uninterrupted service.

Navigating Challenges and Driving Revenue

Operating within the confines of strict underwriting guidelines as a direct channel has propelled our sales unit to pivot strategically. While our partners leverage discounts by reducing commissions, our adherence to regulatory standards prohibits such tactics. Instead, our approach hinges on articulating the inherent value and distinct benefits of QIC’s offerings. By refraining from discounts, we spotlight the comprehensive coverage, reliability, and superior service our products ensure. This commitment underscores our integrity and ethical business practices, establishing credibility and trust with clientele seeking dependable solutions. Our customer-centric focus, personalized engagement, and targeted messaging convey a compelling narrative that transcends short-term discounts, positioning us as a sales unit dedicated to long-term relationships built on quality and unwavering commitment to excellence.

Overcoming these challenges required a strategic approach that balanced customer education, value proposition, and proactive measures to address concerns. Through meticulous attention to detail and a keen focus on compliance with UAE regulations, including real-time auditing of policies, calls, messages, emails, and leads, they successfully navigated hurdles and emerged stronger.

Our commitment to unparalleled quality within the insurance domain has led us to forge a meticulous and effective quality process. With a dedicated Quality and Audit Officer overseeing our operations, each call undergoes rigorous evaluation through a bespoke tool we’ve developed. Post-audit, automated emails promptly relay insights to our sales representatives, identifying areas for improvement. This feedback loop empowers us to address any loopholes swiftly, ensuring continuous enhancement in our services. Moreover, our CRM houses a sophisticated audit mechanism specifically designed to scrutinize lead management and tagging, guaranteeing optimal lead handling practices.

To further solidify our commitment to quality, we’ve devised a comprehensive quality monitoring sheet, refining our assessment of issued policies. Additionally, our incentivization structure is intricately linked to these stringent quality parameters. This strategic alignment not only encourages hard work within the team, but also reinforces the correlation between incentives and the delivery of high-quality sales, fostering a culture where excellence is both valued and rewarded.

Building Trust and Credibility

Staying true to our underwriting guidelines not only demonstrates our commitment to regulatory compliance but also underscores our dedication to integrity and ethical business practices. This adherence is foundational in building and maintaining trust with our clientele, establishing credibility as a reputable and dependable sales unit of QIC.

Customer-Centric Approach

Central to our sales ethos is a customer-centric approach. We engage with our clients by understanding their specific needs and demonstrating how our tailored solutions align with their requirements. This personalized engagement further reinforces the value our offerings bring to their unique situations.

Strategic Marketing and Communication

Our marketing efforts are directed towards effectively communicating the unique selling points and benefits of our products and services. Through targeted and precise messaging, we ensure that customers recognize the inherent value of choosing our offerings over discounted alternatives.

Long-term Vision

Our strategic direction is aligned with fostering long-term relationships based on trust, reliability, and excellence. By consistently delivering on our value proposition, we aim to solidify our position as a distinguished sales unit representing QIC, resonating with customers seeking quality over transient discounts.

Navigating the competitive landscape without resorting to promotional tactics necessitates a steadfast commitment to showcasing our value proposition, benefits, and unwavering dedication to customer satisfaction. As the sales unit of QIC, our pledge remains focused on delivering superior quality, reliability, and excellence in every interaction, reinforcing our commitment to being the quintessential choice for customers valuing unparalleled value and trust.

Expanding Horizons

The team’s success in handling motor and travel insurance paved the way for expansion. Confident in their capabilities, they ventured into SME medical insurance, showcasing adaptability and readiness to explore diverse avenues within the insurance domain.

Establishing Brand Presence

An underlying objective was to establish QIC’s direct presence in the market, independent of alternative sales channels. The telesales team served as the frontline brand ambassador, fostering trust and credibility among clientele.

A Vision for the Future

This journey of establishing a thriving telesales team in the MENA region serves as a testament to innovation, dedication, and adaptability. The team’s agility, technological prowess, and unwavering commitment to customer satisfaction set the stage for continued growth and expansion.

In less than five months, with a focused team of four dedicated sales professionals and a vigilant Quality Assurance Auditor ensuring compliance and excellence, this telesales unit has not just met expectations but has exceeded them by achieving 80% of the set target. This became a beacon of success in the UAE’s competitive landscape.