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.

Offshoring: is it really worth it?

As Chief of Staff at InfoCision, I am constantly looking at newsfeeds and industry updates, trying to keep up on the different trends, rules and regulations that are going to impact our call centers. Recently I stumbled upon an article that caught my eye because it involves one of the most well-known American companies bringing jobs back to the U.S. that they had been outsourcing overseas.

The article – published in the online version of Nearshore Americas, a leading source for IT outsourcing news – was about American automotive industry giant, General Motors, deciding to cut back the outsourcing of its IT services to other countries by over 80 percent! General Motors currently outsources 90 percent of its IT services, but the plan is to cut that to 10 percent over the next three years. This article really got me thinking about how views on offshoring have changed across the business landscape over the last decade.

It’s about more than cost

In the teleservices industry, I have always believed that domestic call centers are better positioned than offshore call centers because more and more companies are beginning to realize that in a market where new customers are hard to come by, they must put a premium on customer service and care to drive optimal levels of customer retention.  In order to do this, they need to have people on the phone representing their company who speak the language of their customers, and can relate to them and empathize with them. But these issues can extend beyond the teleservices industry into other outsourced functions such as accounting, HR, and in GM’s case, IT.

In any industry, when a company makes the decision to send jobs offshore, we all know there is one major driving force for that decision: cost. However, while saving money on the front end can seem appealing, especially in tough financial times, there is much more a business has to consider before making that decision. Language barriers and lower quality of service – between members of your team and the offshore company – can actually create more costs than the company saves up front because they have a negative effect on efficiency. I can’t help but wonder if those factors finally hit home with GM’s leadership team.

I applaud GM for this decision, and for bringing jobs back to the United States where we desperately need them.

How nonprofits and professional fundraisers partner to make a difference

I’ve been working in the call center industry for nearly 30 years.  Oftentimes when I meet someone – either socially or professionally – and tell them that what I do involves fundraising for nonprofits, I inevitably get asked questions about how it all works.  Several questions come up routinely, and after having one such conversation last week, I decided that I should use The Right Call as a forum to provide much needed information on how professional fundraising works.  Fundraising is multifaceted and over the next few weeks I hope to impart additional knowledge and answer some common questions.

Do professional fundraisers keep a percentage of the money that is raised?

One of the most common questions I get is people wondering if professional fundraisers keep a percentage of money they raise before it goes to the nonprofit organization.  The answer is generally no.  Reputable teleservices  companies like InfoCision are not actually paid in terms of the percentage of funds they raise.  InfoCision is paid per completed call based on a set rate as detailed in our contract with the nonprofit client.  The client pays InfoCision according to their fundraising budget.

Many times, folks will say they’ve read about a nonprofit organization generating just a small net gain from a specific tele-fundraising program.  Some campaigns are designed as “acquisition campaigns.”  In these campaigns, finding and engaging new donors is the primary goal.  It is common and expected for an acquisition campaign – when looked at in a nutshell – to breakeven or be only slightly profitable.  But when you look at the big picture, these acquisition campaigns identify new donors who are likely to begin a strong, life-long relationship with the nonprofit. The long-term opportunities these new relationships provide the organization are incredibly valuable.

Here’s a similar example: A national health-based nonprofit, through direct mail acquisition programs, recently was able to increase its donor base by more than ten times over a five year period.  It’s likely that when you consider the cost of creating, printing and mailing the direct mail piece, the campaign may not have generated enough funds to cover those initial costs.  But what it did do was bring in many new donors to the organization, who will give again and again over a period of time. This is what is called Long-term Donor Value. It works the same way with tele-fundraising.

Check back next week for when I will break down the importance of long-term donors for nonprofits, and how tele-fundraisers help to build and cultivate these long-lasting relationships.  I hope you have found this information helpful.

Click here for Fundraising Part 2: The Professional Fundraiser and Nonprofit Relationship

Click here for Fundraising Part 3: Compliance and Nonprofit Fundraising

Click here for Fundraising Part 4: Using Information to Make an Informed Choice as a Donor

Customer Service: The Key to Direct Marketing and Telemarketing Success

Recently, InfoCision’s Vice President of New Business Development, Yvonne Anderson was featured in an online exclusive article in Electronic Retailer Magazine all about customer service.  Yvonne brought up some great points in the article that I feel are definitely worth sharing:

Excellent Customer Service Starts with the People

Can you see them smiling through the phone? You should! Whether they are working directly for the company, or for a call center partner, agents need to be prepared to create a great customer experience for everyone who calls.

1. Put the right people on the front lines

Choose people who are passionate about what they do and will put in that extra effort.  In many cases, this is the first interaction your customers have with you or a client.

2. Train, train, and train some more

The better they understand the culture and philosophy you’re trying to convey, the better situations with unhappy customers will be handled. Softer skills like dispute resolution and dealing with difficult people are also valuable.

3. Monitor, provide instant feedback and share best practices.

If you don’t know what you’re doing wrong how can you improve, right? Providing feedback and tips on what has worked in the past will go a long way.

Evaluation is Key in Direct Marketing

When measuring customer satisfaction, there are some questions a company must ask:

  • Did the customer’s call get answered?
  • Did the customer feel his or her call was dealt with appropriately?
  • Were concerns or issues handled quickly and efficiently?

These questions may seem obvious, but asking them regularly and taking action is vital to continued success.

Developing Customer Care is a Process

As customer satisfaction increases more customers remain loyal and will continue to purchase items from the company, which will begin to positively impact the company’s bottom line. Your customers will tell their friends how awesome you are, and they will tell their friends and so on.

Everything is interconnected and the above concepts go hand-in-hand. Is it always easy? No, but customer service can make or break your company. Taking the time to hire the right people, evaluate along the way and think about the big picture is well worth it.

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.