Jenny Craig’s Trish Arellano on Click-to-call Technology
For marketers working to provide a seamless cross-channel customer service experience, click-to-call technology provides one more tool to help achieve company goals. The technology allows consumers to click a button embedded in a Web page or e-mail to connect with a company’s customer service representative. After the user clicks, customer service representatives either are reached using Voice Over Internet Protocol (VOIP) or users are prompted to type their phone number and request an immediate phone call. This enables marketers to service Web customers without forcing them to abandon their Web sessions. In addition, the technology allows marketers to monitor when users switch from Web sales channels to phone sales channels.
In this week’s TM Tipline, Trish Arellano, director of interactive marketing at Jenny Craig, explains how using a temporary click-to-call solution for increased post-holiday call volumes became a permanent part of the Carlsbad, Calif.-based weight-loss management company’s marketing strategy.
Target Marketing: What led you to try click-to-call technology, and when did you first implement it?
Trish Arellano: Click-to-call was launched in January 2006 to help the company handle the increase in call volumes during the post-holiday, New Year’s resolution season and as a new lead-generation channel.
TM: How are you using this technology?
TA: Jenny Craig has used [click-to-call technology] in a variety of ways. Currently, we embed the technology into our homepage and site navigation, which prompts visitors to connect with a Jenny Craig Center or a Jenny Direct at-home program representative immediately over the phone. We have also used click-to-call technology in our e-mail newsletters to customers and prospects.
TM: What challenges did you face when implementing click-to-call, and what advice do you have for other marketers to help overcome these challenges?
TA: Requirements from [our] local centers included the origin of each lead, so the solution was built with a whisper tone to inform local agents when a call was initiated from the Jenny Craig Web site. This also allows the representative to change dialogue, since in the consumer’s eyes, we called them. We also wanted to use the power of voice to extend our current branding to prospective clients. Using a customized recording from Jenny Craig’s star client, Kirstie Alley, prospective customers are greeted with a message congratulating them on taking the first step toward achieving their weight-loss goals. We prequalify as many prospective clients as possible using click-to-call, so we offer serious prospects the opportunity to contact a consultant through our homepage, landing pages, registration pages, monthly e-mails and banner ads.