ing magic g up your ations By Leslie Bender and Debra Ciskey E valuating your collection calls will provide you with specific and descriptive information about your company's culture, the state of your training, the competence of your supervisors and trainers, the quality of the accounts placed with you for collection, and your collectors' skills and compliance with your performance expectations. However, your call evaluations will only be as good as your evaluation forms and the consistency of your evaluators. Here's how you can make the most of your call evaluations. CONSTRUCTING EFFECTIVE EVALUATION FORMS Before putting pencil to paper, brainstorm the behaviors you want to reinforce through your call evaluations and feedback. Just as you would in the strategic planning process, begin with your end goal in mind. For example, are you seeking to reinforce a specific approach to customer service? Are you looking for first-call resolution? Verbatim delivery of scripts? Meeting client-specific requirements? Design your forms to measure the behaviors you desire. 21