The Tools You Need to Augment Your Quality of Customer Care

Boy, how customer care practices have changed over the past few decades.  It’s amazing how quickly technology and the Internet impacted the way we interact, conduct business, and make purchasing decisions. Now contact centers should be utilizing the wealth of advanced technology and Web-based marketing and customer care tools available . In fact, it’s rather unwise for contact centers to neglect the important insights that can be leveraged from today’s contact center technology and multichannel marketing solutions.

Specifically, contact centers should consider implementing the following marketing and technology tools:

Predictive analysis: First, contact centers must develop a customer profile database that stores important demographic and transactional information. From there, patterns such as demographic preferences can be gleaned so that contact centers can better predict future consumer behavior. When you have access to data that can help you prepare better for future interactions you’ll be able to deliver optimal results time after time.

Email marketing: Today’s consumers spend a lot of time with their noses in their inboxes. Therefore email is a crucial marketing channel that businesses should leverage to gain more attention from existing and potential consumers. Not only is it a great way to raise awareness for your brand, it also produces actionable data—like open rates and click rates— that companies can use to track their customers’ engagement.

Live chat: Millenials are an ever-growing proportion of today’s consumers. And this generation in particular values the convenience of self-service customer care methods. So, it’s vital that contact centers employ a variety of communications channels to serve the various age groups who need information about products and services.

Market segmentation: Due to the fact that not all of your consumers are exactly alike, it’s important to have different strategies in place to serve the needs of specific groups. Leveraging data analytics tools can help you segment your customer database and sort your customers into groupings based on demographic similarities.

Don’t just sit back in awe of how rapidly technology is revolutionizing the customer care industry, rather, jump in and take advantage of the possibilities these innovations can afford your business.

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 DMA and PACE. 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 highest honor, the prestigious Fulcrum Award.

 

The Importance of Market Segmentation in Nonprofit Fundraising

Careful preparation and appropriate research must be executed before contact center supervisors and contact center agents can actively participate in fundraising campaigns in the nonprofit space. After all, to maximize donations received, supervisors must glean important insights about which demographics will be most receptive to a particular charity or campaign. Additionally, contact center agents must then understand how to effectively communicate the mission and purpose of the charities they represent over the phone.

As such, Business Intelligence must play a starring role in the preparation and execution of a sound fundraising campaign.  For example, modern contact center tools such as market segmentation enable supervisors to group potential donors into refined categories based on their similar demographic characteristics. More specifically, market segmentation allows contact centers to target their fundraising efforts so that their resources—i.e. contact center agents’ time and energy—are used most efficiently.

Indeed, market segmentation plays an important role in ensuring outbound fundraising efforts only target individuals with the greatest propensity to donate to a particular charity. Therefore, it’s important that contact centers’ donor database includes accurate and up-to-date information.

For example, consider a nonprofit fundraising campaign for an animal rescue charity. First, the contact center marketing team must address their donor database—find out which donors made a contribution to this charity in the past, as they are likely to donate again. They can dig even deeper by seeking out new candidates whose demographic information indicate they have pets, as the mission of an animal rescue foundation will likely resonate with this type of person. Secondly, they would group these individuals based on likelihood to donate and subsequently provide agents with customized scripts that will speak specifically to each donor category.

When it comes to realizing fundraising success, it’s wise to eliminate the guesswork in recruiting donors. Look no further than intuitive Business Intelligence tools such as market segmentation, to reap the most contact center services ROI for nonprofit organizations.

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 DMA and PACE. 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 highest honor, the prestigious Fulcrum Award.

Predicting Customer Service Success: The Importance of Data Analytics

I think most would agree with this suggestion:  consumers expect customer service agents to know how to efficiently solve any and every problem at hand. Due to the fact that agents aren’t mind readers, supplying your contact center with the right tools to better identify future customer inquiries is critical in reaping full ROI.

Recent research suggests that advanced business intelligence directly improves customer experience as well as contact center services ROI. According to Dimension Data’s “2015 Global Contact Centre Benchmarking Report,” 57 percent of companies relate improved customer service experience levels to ROI, while 75 percent of contact centers can now pre-identify and segment their customers. It’s evident that contact centers’ improving ability to predict customers’ future behavior and, in turn, offer a catered experience to each segment is an important correlation.

Guarantee your agents are prepared for any type of customer by instating these three forms of business analytics:

Predictive Models: Foresee the imminent behaviors of particular customers by compiling past transactions to create a customized model. Learn from past consumer actions by using those experiences to better prepare for the next. The customer is bound to appreciate the personalized attentiveness of an experienced Communicator.

Market Segmentation: Use your contact center’s abundance of incoming data to organize your consumers. Grouping certain consumers based on personality and historical tendencies saves time and money. This allows for improved Communicator assignment, as the agents most experienced with specific groups can be strategically assigned in order to ensure the best customer experience.

Customer Profiles: The ways in which we are able to use data are nothing short of incredible. Contact centers receive massive amounts of information about customers through inbound customer service calls and/or outbound calls to prospective non-profit donors. Leverage this data in order to create customer profiles based on the similar attributes detected in specific groups of consumers. These profiles will give businesses an edge in predicting future behaviors.

Hiring mind readers isn’t a realistic goal, but we can provide our employees with top notch business intelligence for a best-in-class customer experience. Learn more about business analytics strategies that can help augment your contact center services ROI.

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.

One-to-One Marketing: Fact or Fiction?

By Steve Brubaker, InfoCision Chief of Staff

If you’ve heard about one-to-one marketing and are still a little skeptical, I understand. After all, it’s difficult to believe that it’s possible to deliver such personalized attention to each individual customer or prospect. Even if you’ve heard that your competition is engaged in one-to-one marketing, you may not yet be convinced that it is truly possible. The fact is, however, that today’s technology makes it a reality.

For instance, InfoCision offers multichannel marketing solutions that can help your company target consumers individually based on a wide variety of characteristics. Using our business intelligence and data analytics solutions, we highlight meaningful information that enhances your marketing campaign. We achieve one-to-one marketing using tools like:

  • Predictive Models that use customer data to predict future purchasing behavior
  • Customer profiles created by using data to determine similar attributes of people who take specific actions
  • Market segmentation, or the process of taking a list of people and grouping them together based on shared attributes
  • Demographic Scripting that presents varied messages to consumers with different interests and needs based on factors like age and geographic location

Combining these powerful business intelligence tools allows your business to make sense of mountains of data and hone in on customers in a way you might not have thought was possible. And when you partner with InfoCision, you’ll never be short on prospects to target as our Consumer Database contains over 200 million records, as well as demographic (attributes such as age, gender, geographic location) and psychographic (attributes such as lifestyle, values, preferences) data.

The more personal your marketing efforts feel to customers, the more likely they are to feel that you understand their needs. Establishing that personal connection between your company and the customer is what helps create loyalty—something that benefits any business.

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.

Moving Beyond Your Trusty Customer Base

Customer loyalty is the ultimate sign of a great company. Consumers that continue to do business with you—especially with so many competitors constantly entering every sector—don’t just like your product or service: they trust it, which is an even bigger accomplishment.

The problem with a loyal customer base that isn’t growing, however, is that it will shrink over time, regardless of what you do. Some people will move away, others simply won’t require your product or service anymore; as customers begin to trickle away, the dent in your bottom line grows deeper.

Staying viable for the long term requires you to bring in new prospects, particularly younger consumers that can stay with you for years, even decades. Of course, that is easier said than done, which is where a partner that can help you implement multichannel marketing solutions can be invaluable.

Outsourcing some of your marketing to a partner that offers years of experience and top-of-the-line technology can help you expand beyond the consumers who already know and love you. A company like InfoCision, for example, can help you market more personally to those demographics that you covet with tools like:

  • Customer Profiles created using data from consumers who take specific actions (like making a purchase or responding to a promotional email) to determine what offerings may pique consumers’ interests in the future. Or, you can gain insight into their preferred channel for future contact.
  • Grouping them together based on shared attributes, a tactic called market segmentation. By targeting the right people, your organization can increase cost efficiency and drive response.
  • Tailoring your marketing script or message to different groups of people with different needs, wants, interests, etc. For example, you can create a different message—for the same product or service—for a 22-year-old recent college graduate than for a 55-year-old professional.

Building a loyal customer fan base is often the hardest part of running a business, and the good news is that you’ve already done that! Now with a little help from a marketing partner, you can ensure success far into the future.