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.