Almost everyone has had the experience: You are sitting down to dinner and just as you pick up your fork, the phone rings. You get up from the table to answer—it could be an emergency after all—and there is a telemarketer on the other end of the line, pushing a product. In the blink of an eye, you’re off the phone and sitting back down ready to eat.
Although the timing wasn’t ideal, you may have welcomed the call if that same company also reached out to you at other times to alert you to promotions, ask how it can improve its customer service, or even wish you happy holidays. But you only hear from this organization when they are trying to sell you something—and that is frustrating.
Now flip the situation around: If your company is only reaching out to your customers to push products or services, they are going to catch on fairly quickly—and they aren’t going to like it any more than you do. Today’s consumers are savvy and expect organizations to consider their needs.
Multichannel marketing solutions help you keep in touch with customers continually, which lets them know they are on your mind even when you aren’t trying to make a direct sale. Whether you are sending a holiday card through direct mail, conducting a social media survey about your customer service, or calling to let a loyal customer know there is only one day left in a sale, multiple touch points show customers that their interests come first.
And of course, putting the customer’s needs first also happens to be good for your business, as research shows it is 6-7 times more expensive to onboard a new customer than it is to retain one. When you maintain an ongoing relationship with customers, the next time your telemarketing agent calls right before dinner they might just make a sale.
Steve Brubaker began his career at InfoCision in 1985. In his current role as Chief of Staff and as a member of the Executive Team he is responsible for HR, internal and external communications, and manages the company’s legal and compliance departments. Brubaker is a member of a number of professional organizations, including the American Teleservices Association (ATA). He also donates his time to serve on several University boards, including the Executive Advisory Board for The Taylor Institute for Direct Marketing at The University of Akron and The University of Akron Foundation Board. He has also been honored with a number of awards and recognitions for his contributions to the call center industry, including the ATA’s higher honor, the prestigious Fulcrum Award.