Real-Time Marketing Delivers Real Benefits to Call Centers
While in the past companies have allocated large amounts of funds and resources to outbound direct marketing strategies like mailers, email and cold calls, the most effective marketers, it seems, are quickly realizing the rewarding benefits of capitalizing on the inbound marketing opportunities that are presented when customers call their contact centers.
In fact, with increased subscriber opt-out and growing do not call lists symptomatic of customers' marketing fatigue, call centers are becoming one of the only remaining direct marketing channels through which companies can interact with many of their most valued customers. No longer viewed as just a resource to field customer inquiries, call centers are now a crucial element of organizations' marketing strategies as their role has shifted from customer call center to real-time customer relationship builder.
Through the adoption of insightful, real-time technologies, call center employees are becoming significantly more capable of engaging with their customers in personalized and meaningful dialogues, improving customer experience and generating more sales.
The Role of Real-time Decisioning
When equipped with customer insight such as customer preferences, past interactions and current purchases, call center staff are better able to handle each interaction by tailoring their conversations and suggesting only offers that the customer is likely to be interested in, increasing both profitability and customer satisfaction simultaneously.
However, presenting the right offer, to the right customer, at the right time during these interactions does not happen by accident. To this end, a recent industry survey of large B-to-C organizations with in-house call centers — conducted by independent research group Loudhouse — has uncovered that by incorporating advanced real-time decisioning (RTD) software, where analytically-driven propensity scores and current interaction context are taken into account, companies can further enhance their customer interactions.
Providing their call center staff with this real-time customer insight allows them to cater to the individual needs of each customer during live interactions and enables organizations to increase sales, reduce churn and win back more customers.