How to Make The Call Center Your Digital Marketing Ally
Elan Maseri ??
Lead Generation ? Affiliate Marketing ? Call Centers ? Consulting ? Advertising ? Outsourcing ? Direct Sales ? Healthcare ? Broker ? Copywriting ? Branding ? Sales Training ? Dot Connector ? ????????????????????
Email, web, social, paid search, display, print ads, billboards, radio and TV….these are the tools of the trade for most B2C marketers today. Instead of using these channels to push out campaign after campaign, smart marketers are tying these channels together to create a consistent customer experience.
But even smart marketers are missing a trick — they don’t consider the call center to be a marketing channel. Enterprise companies are having phone conversations with thousands of prospects every day, but these interactions often remain siloed in the ‘customer experience’ or ‘customer service’ arm of the organization.
This disjointed customer experience is negatively affecting marketing ROI and revenue. It doesn’t have to be this way.
For companies in high-consideration industries like financial services, telco and healthcare, there’s a lot of revenue at stake. Marketers can’t afford to dismiss the call center as untouchable or too difficult to integrate with. Check out the financial gains of companies that excel at influencing the customer experience across channels.
Marketers should foster a good relationship with the call center and not simply throw leads over the fence. A productive relationship between marketing and call center teams can help both sides understand where they can improve to increase conversion rates. Here are some immediate opportunities for collaboration:
Lead Tracking, CRM integration: Most marketers want to ensure all inbound phone leads are recorded in a CRM system, and to make sure that each lead is associated with the appropriate marketing initiative.
Duplicate leads: Any technology used to answer inbound calls can be an entry point for leads, and CRM systems typically manage such leads. If the inbound call software and the CRM are not integrated, this can lead to duplication of leads. There are software solutions to ‘de-dupe’ this data, but ideally, the lead workflow is consistent and managed by one technology.
Dynamic call flow: CTIs and IVRs normally work together to connect the caller to the right agent. This typically means walking the caller through a series of questions, which means there’s a lot of room to lose the call or create a bad experience. In the mobile era, some marketers refer to the IVR as the new landing page, meaning marketers should put in as much work towards optimizing the IVR for conversion as they put towards optimizing the landing page.
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1 周Elan, Nice to see your post! Any good conferences coming up for you? Elan- We are hosting a live monthly roundtable every 1st Wednesday at 11am EST to trade tips and tricks on how to build effective revenue strategies. It is a free Zoom event where everyone can introduce themselves and network. He would love to have you be one of my featured guests! We will review topics such as: -LinkedIn Automation: Using Groups and Events as anchors -Email Automation: How to safely send thousands of emails and what the new Google and Yahoo mail limitations mean -How to use thought leadership and MasterMind events to drive top-of-funnel -Content Creation: What drives meetings to be booked, how to use ChatGPT and Gemini effectively Please join us by using this link to register: https://forms.gle/V13zo7xznjst2RbJ9
Success Consultant - Sales, Mindset, Marketing. Working with you & your team to create greater efficiency and productivity. Clients experience a fulfilled sense of self at work. Proven strategies to increase company ROI
3 年This is super insightful?Elan. thanks for sharing!