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Study Finds UK Consumers Have Mixed Opinions on Social Local Mobile Marketing

The smartphone is a potent marketing tool. Not only does it allow people to send and receive multichannel communications, but – thanks to its GPS function – it allows the location of the phone’s owners to be known. For marketers, this is something of a Holy Grail: It means customers can be sent marketing messages tailored to their physical location. If they come near a retail store, they can be tempted in with a coupon. If they pass by a pharmacy, they can be reminded about a prescription refill. The problem is, it’s the kind of marketing tool that can be easily abused to the point of criminality.

Marketers are calling it “SoLoMo,” or social local mobile marketing. Used properly, it can be a powerful tool. A recent study of U.K. consumers conducted by customer insight company GI Insight found that 70 percent of customers report they would be happy to receive location-based commercial messages via their smartphones, but only if they have given permission for marketers to do so. Furthermore, 58 percent of respondents said they would be open to receiving these types of messages only if they have a strong existing relationship with the brand sending them. Eight in ten reported they would not be happy to receive such messages from “any old company.”

The message is that this type of marketing can be effective and rewarding if it’s conducted with prudence and only directed at a company’s best customers. Beyond that, it would clearly be a creepy intrusion for most consumers.  And while the results of this study might seem like a green light to social networking companies looking to engage in more location-based activities, this is clearly not the case: only 22 percent of respondents said that receiving promotions via social networking sites would increase their likelihood of actually taking up an offer.

Essentially, customers are not particularly eager for companies to demonstrate that “they know where you are,” unless there is something really compelling in it for them, and it comes from a brand they trust. It also underscores the importance of permission with this type of marketing.

“These findings throw up some real red flags for brands, and some of them are surprising,” said Andy Wood, GI Insight’s managing director. “For instance, not everyone is happy to be marketed to via mobile, and less than a quarter of the consumers we surveyed say that they would act on localized messages sent to their smartphones via a social networking site.”

So before you begin that location-based marketing campaign, ensure you have permission to track and communicate with that consumer (many government regulations require this step anyway). Ensure they are your best customers, make sure the message is crafted properly, and, above all, ensure you have something really compelling to offer. Because once the rule-breakers and fraudsters begin using these location-based channels, the public backlash will be so hard, mobile marketers won’t know what hit them. 

Edited by Blaise McNamee
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What Are Related Definitions You Should Know?

Related definitions that you should know as you increase your understanding of predictive dialers include:

Dialer: generic term for any computer-driven device that places outbound calls and connects the answered calls to an agent or operator.

Agent: telephone professional to whom a predictive dialer sends the ready call.

Predictive Dialer: Predictive dialing was introduced for the purpose of increasing efficiency within calling centers. They are computer based system that automatically dial groups of telephone numbers, and then passes live calls to available agents. The SpitFire Enterprise dialer utilizes sophisticated algorithms to speed up and slow down the call rate based on, number of available agents, number of available lines, the campaign’s average call time and other statistical information.

Quick Connect: Quick Connect allows your agents to log in one-to-one with a phone line. This option is great for B2B purposes, especially when your agent needs to be on the phone line through the entire call.

Fixed Dialing: Fixed Dialing gives your call center manager the power to manually set the volume of calls. The software will then automatically dial a predetermined number of lines per agent. Fixed dialing is ideal for political campaigns, charity campaigns, and other situations drop call ratios are not a factor.

Auto dialer: makes thousands of calls screening for busy signals, no answers, fax machines while detecting answering machines/voicemail and delivers pre-recorded messages. SpitFireX Auto Dialer is a low cost solution for voice broadcasting.

How Do Predictive Dialers Work?

Predictive dialers use complex mathematical algorithms that calculate, in real time:

  1. the number of available agents
  2. the number of phone lines available
  3. the probability of reaching a human being at a specific number
  4. the time between calls required for optimum agent efficiency
  5. the length of typical agent/customer or
    debtor conversations
  6. the average length of time agents require to wrap up after a call

SpitFire Enterprise Predictive SEP is a fully blended call center solution that supports unlimited lines, agents, and campaigns. Its greatest strength is in its flexibility: multiple campaigns can be set up, viewed, and changed with the click of a button. With easy options for customization, data and dispositions can be catered to each campaign. In addition to our user-friendly interface, SEPhighlights full customer data and combines multiple campaigns on one screen. All the information your agents need is accessible at a glance, freeing their energy to focus on what matters: the calls.

Keep It Simple with SpitFire Fully Integrated Call Center Software

Our greatest priority is making your call center run smoothly, and we do that by developing software that is intuitive and easily integrated with your current systems. SEP works seamlessly with most CRM applications and long distance carriers, making it the simplest and most cost-effective solution for your call center.

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Benefits of Using a Predictive Dialer

  1. Manages the process of dialing tens of thousands of calls or tens of millions of calls in its lifetime.
  2. Detects the result of the call, as an example: no answer, busy, fax, bad number, answering machine without any presence of human expertise. Consequently saving time by only transferring calls which are voice connects to the agents locally or remotely.
  3. Using predictive dialer increases the productivity of the company by drastically increasing the time agents spend on the phone talking to actual customers or prospective clients.
  4. Predictive dialer users get the ability to organize and better manage the client information, no lost notes scribbled on pieces of paper. The database used by the dialer organizes the calling structure.
  5. The most significant task done by the predictive dialer is to predict, which means always making an effort to get a live call to the available agent with the shortest amount of wait time. This is achieved by self learning algorithms within the predictive dialer to increase or decrease the dial ratio per agent, logged into the system.
  6. Inbound call can be better dealt with by allowing the customers to wait on hold in an IVR system, or a way to leave a message they'd like a callback while the agent is busy talking with other customers.
  7. Most important benefit of a predictive dialer is it reduces expenses for your company over a period of time since you do not need to buy and deploy a complex and sometimes extremely expensive PBX system. Your company will experience return of investment (ROI) in a period of six to twelve months.
  8. A predictive dialing system can effortlessly fit into your companies existing infrastructure since it is software controlled.
  9. The call routing logic and the contact management is all included in one software package. Your call routing logic implemented as per your specifications. Since it is a software package it can easily be upgraded even if you are located remotely with the help of internet.
  10. Provides an added cost effective method of managing the client database by giving the user of the predictive system ability to rework your database on previous call results.

    1. only redial records which were busy, no answers and answering machines
    2. Delete records which are bad numbers, disconnected numbers or operator intercepts
  11. Do a real time look up against the do not call database saving the predictive dialer user from accidentally calling people who have enrolled in the do National not call registry. This saves the company from lawsuits and others risks conforming to all legal statutes and FCC complaints.
  12. Provides progressive dialing capabilities like call blending which means handling inbound and outbound call at the same time.
  13. Provides ability to integrate call recording devices and call monitoring interfaces which helps call center supervisors to train agents and users and improve their customer support skills.
  14. Easy to setup and learn the predictive dialer logic and software tools.

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