Outbound Call Center Featured Article

Top Benefits of the Outbound Call Center

June 26, 2008
By TMCnet Special Guest
Ken Dawson, Chief Marketing Officer, InfoCision



Outbound calling has gotten a bad rap from the general public over the years, because it has become solely associated with the telemarketing calls that some consumers dislike. However, outbound calling has several other extremely beneficial uses that can strengthen the bond between, and provide far-reaching benefits, for businesses and their customers/donors.
 
Outbound calling provides organizations with the opportunity to personally contact a customer with whom it has a business relationship after the consumer purchased something from the organization, or has shown an interest in the organization or product. This medium allows companies to thank the customer for their purchase, and directly ask them for feedback on goods, services and the buying experience. By making these calls shortly after the transaction, the call center can be sure to record the customer’s feelings when the transaction is still fresh in his or her mind. It lets the customer know that the organization cares about their opinion, and gives the customer a chance to tell you what you are doing well and what you are not doing well, which the organization can ultimately use to create a stronger customer experience and build better customer relationships.
 
Using customer outreach programs allows you to really put your finger on the pulse of your customer base in real-time. No other channel allows you to simultaneously gauge the temperature of your customers, get actionable results, satisfy any issues or concerns AND up-sell new products. Many organizations don’t realize the lasting benefits of these types of multi-faceted outreach calls.   Too many organizations look at the outreach program as a single touch and analyze ROI on the single touch point rather than the long term benefits. However, when we look at figures like the stick rate of customers and up-sell revenue, we see a very positive impact on long-term ROI.
 
Additionally, as research presents buying patterns, the organization can use outbound calls to boost sales of additional products, services or service upgrades through cross-selling and up-selling. The telephone is the ONLY medium that is true one to one marketing, and allows for customized messages and dialogue that is driven by the consumer. So after the sale a customized offer can be made to each customer based upon the buying patterns that have been observed. If possible, the organization can even offer the customer special discounts and offers that are not made to the general public. This creates a win-win situation, as it not only boosts sales figures, but also provides customers with a chance to purchase goods or services at a reduced price. An offer that is customized for the customer and available at a discount will show customer how much the organization values them, and should help to build brand-loyalty for the future.
 
Even as the National Do Not Call Registry has limited some opportunities for outbound calling, it can, and should still be utilized as an effective part of an organization’s overall strategic marketing mix.
 
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Ken Dawson is Chief Marketing Officer at InfoCision Management Corporation

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