Smile Train brings smiles to children around the world: Latest InfoCision Marketing Solutions magazine

What is the value of your smile? It’s a question you’ve probably never considered, but it’s at the heart of the mission of the featured client in InfoCision’s latest Marketing Solutions magazine, Smile Train.

What is the value of your smile?  It’s a question you’ve probably never considered, but it’s at the heart of the mission of the featured client in InfoCision’s latest Marketing Solutions magazine, Smile Train.

Smile Train is a nonprofit organization dedicated to providing children with cleft lip and palate the surgery they need to correct this birth defect.  The organization is a modern day success story, founded in 1999 yet already having provided more than 850,000 surgeries to children around the world who need them.  They currently average 340 surgeries per day.

Beyond the amazing good that they do for these children, Smile Train also has an interesting philosophy on how they raise funds for the surgeries they provide. The entire organization has a staff of just 62 employees, so Smile Train utilizes strategic partnerships with marketing companies like InfoCision to spread their message, attract new donors, engage with current donors and re-connect with lapsed donors. But outsourcing marketing efforts requires a leap of faith; and the organization works very closely with its marketing partners to ensure its needs and goals are being met.

Finding partners that can meet their very specific needs is key for Smile Train’s continued growth and success. And by trusting partner companies like InfoCision, that specialize in building relationships to create a lasting connection with their donors – the most important thing a charity can do to secure its future – Smile Train’s staff is able to focus on their core mission of providing cleft surgeries for children all over the world.

To read more about Smile Train’s story, please check out the latest issue of InfoCision Marketing Solutions magazine.  You’ll also find useful articles about

  • utilizing a work from home model for call center work
  • the benefits of personalizing calls with tailored up-sell and cross-sell messages
  • cloud routing’s impact on the customer experience
  • why B2B calls require a different skill set and training than B2C calls
  • the importance of scalability in a call center provider

I encourage you to check out the latest InfoCision Marketing Solutions and let me know what you think by commenting below.

Opt-out confirmation text messages deemed legal by the FCC

text messagesLast week, the FCC issued a ruling stating that it is legal to send a one-time text message to confirm that someone has opted out of receiving future text messages from a specific organization.  This had been an issue of great interest within the direct marketing industry, as mobile marketing is becoming more and more popular as a meaningful way of contacting customers.

The issue stemmed from a case last year where a consumer sued a direct marketing organization that had sent a follow-up text to confirm his opt-out, and they settled out of court rather than fighting it, setting a bad precedent for the industry.

I applaud the FCC for a very reasonable and responsible decision in allowing follow-up messages to be utilized to confirm opt-out requests for consumers.  When considering that the consumers being contacted had expressly opted in to receiving the messages at some point in the recent past, and were receiving text messages from the organization in a completely legal way, it was a bit frightening that the direct marketer could face disciplinary measures for confirming opt-outs.  Frankly, opt-out confirmation messages are a valuable service that the direct marketing organization is providing to the consumer so that they can be 100% sure that their opt-out request has been received.  To penalize a direct marketer for providing this service would – simply put – be senseless.

To read more on this, there is a good article in AdWeek.

In addition, you can get more information on the ruling by visiting the blog of Michele Shuster of MacMurray, Peterson and Shuster, industry legal experts.

Rapid Response Routing – Customer Service for the NOW Generation

In the evolving world of direct interactive marketing, we are faced with great challenges and opportunities brought on by innovative digital communication technologies.  The combination of the internet and mobile devices has created a world where we have all become accustomed to having every bit of information we need right at the tip of our fingers.  And when – for some reason – we are unable to find the information we need right away, it is actually a bit unsettling.

So why is it that when making a request for information online, consumers wait on average 48-72 hours for a response?  This may have been appropriate ten, or even five years ago.  But today, we are committing a marketing sin if we allow a customer or potential customer to wait any length of time for information about our products and services.  The technology is out there that allows us to be able to reach out to those customers immediately – drastically improving customer service and maximizing our potential to make a sale, because we have contacted the consumer when their interest in the product or service is at its peak.

Technological innovation enables us to satisfy the NOW generation

At InfoCision, we have invested Rapid Response Routingin a proprietary service for our clients called Rapid Response Routing (R3), which increases response time by creating a continuous flow for the request, eliminating the time-consuming process of manually pulling customer information. So when a consumer on your website clicks to request more information, their contact information is sent directly to InfoCision’s system, which pings the self-reported  data  against our national consumer database to append additional demographic, psychographic and transactional information. If it’s part of the campaign strategy, the data can be scored to produce a customized offer. The information is sent to the most qualified InfoCision Communicator who calls them – and all within a minute or two of the consumer making the online request. The results have been tremendous – but don’t just take my word for it…

A recent case study on R3 shows how impressive the results have been for one of our valued clients.  Prior to InfoCision handling the program, the client’s average callback time for internet requests was several hours or longer. After Rapid Response Routing (R3) was implemented, 90 percent of online requests were responded to in less than 3 minutes – with an average callback time of 2.75 minutes. This surpassed the client’s goal of having 80 percent of their customers called back in 3-5 minutes. In addition to the remarkably fast average response time, R3 also increased efficiencies and sales by creating a positive customer experience that allowed for upsell and cross sell opportunities. These additional sales helped to reduce the cost per unit by 26 percent.

Click here to view a webinar on Rapid Response Routing (R3).

This is just one example of a service we’ve created to satisfy today’s NOW generation across vertical segments, including education, financial and other commercial markets. Companies that want to thrive into the future must find ways to reach their customers and potential customers in a fast and meaningful way.  I’d be interested to hear from any readers how you are finding ways to get people the information they need NOW.

Data and its impact on customer experiences

In business, there are few things as important as a customer’s experience. The customer service you provide has a huge impact on the overall perception people have when dealing with your organization. Often times, companies and organizations have collected plenty of data on their customers and donors, but are unsure what exactly to do with it.  Here at InfoCision, we have access to more information than ever, with a database that includes 205 million records, 132 million households and 40 million distinct phone numbers. We are able to take that data, and that of our client’s to create a great customer experience. Advances in technology are bringing companies and their customers closer together but how to go about doing that can seem overwhelming, so that’s why I recently sat down with InfoCision Vice President of IT Client Services Mike Herston to get a better understanding of this “big data” and how it can be used to positively impact the customer experience.

Using data to add a personal touch – Mike Herston

Wouldn’t you love to learn more about the customers you’re calling or those who are calling you? Determine the best time to call? Map their purchasing behavior and patterns? With today’s technology, it is entirely possible. Tests have proven that predictive modeling can have a positive impact on acquisition calls by improving file performance and driving down costs.

InfoCision Vice President of IT Client Services Mike Herston

On one 95,000 call test we conducted, the response rate increased by over 21 percent and the revenue per call increased by over 17 percent (compared to the control). These results were well above the goals for the program, and allowed further penetration into lower-performing records.

Every call is a reflection on your company and an opportunity to build a lasting relationship with your customer. Pre-built statistical models can be used to tailor our Communicator’s scripts using real-time inscription technology that help them focus on the call and building that relationship. We can actually tailor a script based on the fact that we know someone is male or female, or if we know their age range. We can tailor a script to a household that has a presence of children. The whole idea is that it allows us to deliver a script that resonates with the person we’re calling.

When it comes to making things personal, organizing your data can make all the difference. I know from my own experience, I’d much rather have somebody sell me something that’s within my economic means as opposed to something that’s not. It’s also beneficial to know what I’ve purchased in the past so I can be made aware of any offers that are aligned to those types of products or services. Business Intelligence not only allows us to provide a great experience for new customers, but it also helps us rekindle relationships with customers or donors that may be at risk for churn. On a recent campaign for a wireless client where we utilized both Business Intelligence and multichannel strategies, we saw the cost to save a customer drop from $127.04 in the control group to just $14.65 per customer in the test group. While at the same time an additional 138,400 customers were saved.

Companies need to strategically align themselves with partners that can help them leverage the growing amount of data available. We make a lot of calls, and that gives us a lot of past behaviors to model depending on what the client’s goal is. Let me put it this way, we don’t operate on the one-size-fits-all model.

For more information on the Business Intelligence Group or other InfoCision IT services contact Mike Herston at (330) 668-1400 or mike.herston@infocision.com

TCPA Legal Action Thrown Out

Recently, I came across a blog post about a TCPA class action lawsuit that was thrown out for being frivolous to say the least.

Without getting into too much detail, a man recently tried to sue Citibank, claiming that its direct marketing efforts were a violation of the federal Telephone Consumer Protection Act. The man claimed that he contacted Citibank in May of 2011 to apply for a credit card. As part of the application process, he gave his cell phone number to the bank and a few days later he received a text message with a promotion for Citi Cards (Citibank’s credit card). That message said he had the opportunity to opt out of future text messages by simply replying with the word “stop.” He did this, and Citibank sent him a final text, confirming that he would no longer receive promotions through the text message program. The man then proceeded to file suit in the Southern District of California, where he argued that the final confirmation text message violated the TCPA.

Now, if the man had opted out of the text message program and continued to receive promotions, I could very easily understand why he would be upset. That would be a direct violation of the law and his rights would have been considered to be infringed upon, but this simply was not the case.  The ruling in this case helps set a precedent and protects the industry from frivolous lawsuits like this in the future.

New Technology in Contact Centers

The teleservice industry is continuing to evolve and as direct marketers, we must adapt to the way consumers choose to connect with us. The digital age is thriving and things like text messages, email and social media are becoming more and more popular mediums of communication with consumers. When I look at this particular case, I am encouraged to see the judge’s decision reflects a balance in protecting the rights of consumer privacy with that of legitimate business interests.

With all of this being said, I think it is important that call centers, like InfoCision, understand our role in all of this. We have to remain compliant and follow the regulations that are in place. Here at InfoCision, we have invested millions of dollars in technology and dedicated resources to ensure all of our campaigns comply fully with all applicable laws and regulations, including the TCPA and the Federal Trade Commission’s Telemarketing Sales Rule (TSR).  We also have to be aware that our industry is unfortunately often under scrutiny. Violations by a few bad actors could ultimately result in more restrictions on our business. The new advances in technology are enabling us to expand consumer choice and create a superior customer service experience.

Satisfying the Customer Service Needs of the NOW Generation

People want things NOW!  I know I’m guilty of this myself.

With close to 79% of Americans online according to Internet World Stats, the need to engage customers and potential customers immediately is more important than ever, especially with the incredible growth of mobile devices and tablets.

The other day I was on various websites checking out different vacation packages. A couple of the sites gave you the option of submitting a request for additional information, which I did…If I would have gotten a phone call while I was on their site, the odds of me booking with them would have certainly increased!

InfoCision recently hosted a webinar on a service we offer that will do just what I needed when I was on those vacation sites – we can call people within seconds of them submitting their contact information online.

And because the customer’s needs are being met immediately, they feel positive about the interaction and are more open to hearing about and signing up for additional services and products. For one of our clients this has led to a 26 percent decrease in their cost per unit.

The Customer Service Message

At InfoCision, we strive to create the very best experience for our clients’ customers and our R3 service allows us to do just that. In researching for the webinar I ran across some interesting information I’d like to share with you. Did you know that within the first hour of someone submitting their information online, the odds of contacting them decreases by over 10 times? But, if you call them within five minutes the odds of getting a hold of them increases 100 times!

There’s more great info like this in the webinar so if you have about 45 minutes to check it out here. And please, feel free to stop back here and let me know what you think.

Welcome to The Right Call

Welcome to The Right Call!  In conjunction with InfoCision’s brand new website at www.infocision.com, we are also rolling out a new blog that we hope will be a marketplace for ideas in the call center and direct marketing industries.

At InfoCision, we have industry-leading experts on staff who are committed to providing their teams with the tools to deliver outstanding results for our clients.  These senior management team leaders will be offering advice and applicable tips that we have found helpful in our daily business operations, hiring efforts, strategic decision making and much more.

And we hope that our new website will be a valuable resource for companies and organizations looking for a direct marketing and/or call center partner; as well as job seekers who are looking for a meaningful career in the variety of positions that we employ.  For both groups, the new website should give you a good idea of our company culture, our family-friendly culture and our commitment to excellence and quality in all we do.

I encourage you to look the website over, and then contact us further if you would like more information on whether InfoCision is “The Right Call” for you.  I also encourage you to check www.the-right-call.com often to engage in some meaningful dialogue about a host of topics related to our industry.

 

Steve Brubaker

Chief of Staff

InfoCision