Higher conversion through service instead of sales
Call centres and telemarketing. Unfortunately, both still have a bad name. Explainable, though. After all, everyone gets a call from a call centre once in a while. Often for products or services you are not interested in and often in a way that is not necessarily pleasant. This is because companies that use telemarketing as a tool generally get it wrong. Telemarketing is used as a hit and run action. Selling what the company wants to sell as quickly as possible. Most telemarketing or outbound campaigns therefore only revolve around 1 thing: Conversion. In how many of the calls something is sold. The higher the conversion, the more successful the campaign. Outbound calling, however, delivers more the moment service is the focus and not conversion.
Organisations often invest a lot to optimise the customer experience. Websites constantly ask you what you think of their website. If you have spoken to customer service, you are asked to rate that contact. All logical if you want to optimise the customer experience. In telemarketing, all the laws of pleasing the customer or potential customer seem redundant. Then it is suddenly all about conversion. Strange when you consider that a telemarketing call is hopefully a first step in a long relationship with your potential customer or should be able to improve the relationship with your existing customer.
Consider outbound calling not as a project but as a process. Think of outbound calling as building a customer relationship that may eventually lead to a transaction and not as a hit and run action. If the first contact moment is good, you thereby create a reason to call back at a later time. We do this, for example, for a fashion company. There, we notice that customers indicate in the summer that they would like to be called back for the autumn collection. So do so, even if it is six months later. The moment you make outbound calling an ongoing process, the final conversion will be much higher.
Telemarketing should be seen as that first step in a potential new or improved customer relationship and not as a transaction opportunity. A wrongly designed outbound campaign then does more harm than good in the slightly longer term, even if the initial conversion is good. So make sure that even an outbound campaign adds value to your customer experience.
We are SpangenbergGroup! And we can help you make your customer service a good customer service to make. Just good customer service where the basics are in order. Where customer contacts add value to the customer experience. We unburden you in the area we are good at (customer service) so you can concentrate worry-free on what you're good at. Sound good? Get in touch.
With over 25 years of experience in optimising customer contact and customer experience SpangenbergGroup can help you. The optimise customer service or outsource? Use the form or see our contact page.
Also with other questions about customer contact and customer service you can always contact with us!
Get in touch, we'd love to check it out with you!
