Working the Phone as a CRM Tool (1,572 words)
7. Institute a two-way flow of information between the call center and data-
And finally, call center statistics should be routed back to data mining professionals for incorporation into predictive models and rules-based segmentation. Although it is often difficult to anticipate which customers are about to cancel voluntarily, the best chance of doing so is to employ all available touch-point information.
Whether prospecting or talking to customers, tailor the screen script to the target audience. Likewise, match the skills, capabilities, cultures and styles of TSRs with the target audience and tone of the script.
Similarly, adjust auto-dialer and script screen speeds to reflect the desired ambience of the presentation. Also, alter compensation structures so that the incomes of TSRs are not adversely affected by the prospect or customer subsets to which they are assigned.
Be mindful of the respective roles of strategies that are reactive/rules-based versus anticipatory/predictive. Likewise, recognize that predictive models will be of limited assistance when behavior is influenced largely by aggressive competitive initiatives. Understand that, in such circumstances, approaches that are reactive and rules-based must be implemented to offset these initiatives.
Lastly, institute an ongoing program of detection and correction of issues that are likely to erode loyalty, and implement a two-way flow of information between the call center and data-mining professionals.
Jim Wheaton and Mark Harjes are principals at Wheaton Consulting Group, a prospect and customer relationship management company that specializes in direct marketing consulting, data mining, and the creation of data warehouses, data marts, and related business intelligence subsystems. They can be reached at (919) 969-8859 or via e-mail at firstname.lastname@example.org.