When does it actually make sense to call a customer?

You know, I've been thinking a lot lately about when it actually makes sense to call a customer. It's kind of like knowing the perfect moment to ask someone out for coffee—you don't want to be too eager, but you also don't want to miss out on an opportunity to connect. As the CMO at Voiso, this question comes up a lot, and I thought it might be worth sharing some of what we've learned along the way.

Timing is more than just a number

We've spent a good amount of time digging into our data at Voiso, looking at interactions across 1,000 contact centers in the EU, GCC, and APAC regions. One thing that's consistently stood out is the importance of timing. Reaching out to a customer within the first hour of their initial engagement can boost the chance of conversion by up to 60%. It's like catching someone while they're still excited about the conversation—strike while the iron is hot, right?

But it's not just about speed. We've noticed that certain times of the day and days of the week tend to yield better results. Tuesdays and Thursdays between 10 AM and 11 AM are often golden hours. People are settled into their week but not yet overwhelmed by tasks. Of course, this can vary depending on who you're reaching out to, but it's been a consistent pattern for us.?

Persistence is also important—if a contact doesn’t pick up, it’s crucial to try him at least 6-7 times before giving up. Of course, not one after another but with a good pause in between and through a variety of different channels.

Quality Over Quantity

Before even thinking about making that call, you’ve got to ensure there's a genuine product fit. Selling for the sake of hitting targets is a short-term game. If what we're offering doesn't align with the customer's pain points, we're setting both of us up for disappointment. It's like inviting a vegetarian friend to a steakhouse: he might have some if it is the last meal in the world, but he won’t enjoy it or convert in the long run. You should dig and gather enough information about your prospect so you’re able to “make him an offer he can’t refuse”.

The Power of Personalization

We've all received those generic emails that make us roll our eyes or an email where the personalization doesn’t kick in, and you get “Dear, [first-name]”. On the flip side, getting a message that feels tailor-made can make all the difference.?

We've started training our own ChatGPT models for different use cases and even using the ChatGPT API to personalize emails on the fly based on a variety of factors. It's been a game-changer for how we connect with prospects.

Voiso's Omnichannel solution can play a crucial role in these kinds of outreach efforts, as it offers the ability for agents—both support and sales—to use 8 different channels to connect with their prospects. Whether it's voice, SMS, WhatsApp, Telegram, Viber, Facebook Messenger, Instagram DM, or even LinkedIn, we're able to meet customers where they are.

Lead Scoring: The Great Mediator

Marketing: "We've handed over quality leads!", Sales counters with: "The leads are weak.". A classic.

Implementing a lead scoring system has helped us put an end to this tug-of-war. Lead scoring gives an overview of what works and what doesn't. It shows the direct correlation between digital channels, sales efforts, and results. By assigning values to leads based on their engagement and fit, we bring clarity to the process.

But remember, a lead scoring model needs to be monitored and adjusted based on results—it's never set in stone, and it's hard to get right. You need to have both accelerators and decelerators with time decay to ensure it's accurately reflecting lead quality over time. It's like fine-tuning a recipe; you have to adjust the ingredients until it tastes just right.

This approach shifts the conversation from finger-pointing to constructive dialogue, ensuring both teams are aligned on what constitutes a quality lead.

Our Journey to Define the Ideal Customer Profile

Let me share a bit about how we tackled this at Voiso. We got the product, marketing, and sales teams together in one room—a small council meeting, if you know what I mean ??. We sat down and did a deep dive to define our true Ideal Customer Profiles (ICPs). It wasn't a quick chat over coffee; it was a comprehensive exercise that took time and collaboration.

This played nicely with our Account-Based Marketing (ABM) strategy for our multi-touchpoint campaigns. Instead of casting a wide net and hoping for the best, we're focusing our efforts on high-value accounts and tailoring our outreach accordingly. It's a more targeted approach that aligns marketing and sales efforts, ensuring we're all on the same page.

This alignment had a ripple effect. It sharpened our segmentation and targeting across all channels, informed our product development roadmap, and brought cohesion to our sales, marketing, and commercial teams. It's amazing what can happen when everyone is on the same page.

The Multi-Touchpoint Approach in Action

In today's digital landscape, sticking to a single communication channel is like trying to win a game with one play. Our own omnichannel solution allows us to reach out via voice, SMS, WhatsApp, Telegram, Viber, Facebook Messenger and Instagram DM—combine it with Lemlist and data enrichment from Clay, and you have a hell of a mix.

Here's how we might engage with a new lead:

1. Immediate Acknowledgment: An automated, personalized email goes out within minutes of their initial contact.?
2. Quick Follow-Up: An SDR gives them a call within the first hour. If they don't pick up, we usually leave a friendly voicemail.
3. Social Connection: Add an extra step in your sequence for a LinkedIn profile visit or connection request, and engage with their content.
4. Additional Touchpoints: Over the next few days, they might receive a message on WhatsApp or see relevant content we've shared on social media.

It's not about pestering them; it's about being accessible and providing value wherever they are most comfortable.

The Human Element

At the end of the day, all the tools and strategies in the world can't replace the human touch. Empathy, active listening, and genuine interest in solving a customer's problem are irreplaceable.

If a contact doesn't respond initially, it's not necessarily a dead end. Maybe they're swamped, or perhaps your message got lost in their inbox, or they made a typo when providing their email or phone number. This is where an SDR might look for another decision-maker within the organization or try a different channel to get in touch.

Feedback Loops and Continuous Training

We've made it a point to establish strong feedback loops between our teams. The sales team sends ravens with feedback once a quarter, providing an overview of the quality of the leads. Ideally, this would be a monthly review, but it’s not always as effective as a quarterly—it depends on your organization, goal-setting, and team flexibility. Of course, reality might hit hard in this moment, and “You can’t handle the truth” might pop into your mind.

Regular training sessions are also a must as they keep everyone updated on product innovations and market trends—and, of course, marketing trends :). These sessions ensure our targeting stays sharp and that we all speak the same language when engaging with prospects.

Wrapping It Up

So, when does it actually make sense to call a customer? When you've done your homework, ensured a genuine product fit, and can offer value in a way that resonates personally. It's about timing, personalization, and a collaborative approach that keeps the customer's needs at the forefront.

Next time you're contemplating that call, think about how you can make it meaningful for both you and the customer. You need to have both lifted the fog of war with “-black sheep wall” and have the right approach for “-show me the money”.

After all, it's not just about making a sale—it's about building lasting relationships. And remember, just like you wouldn't serve tofu at a barbecue (believe me, I wouldn't be thrilled), you must make sure your outreach aligns with what your customers actually need.