Predictive Dialer Featured Article

Pay-Per-Call Providers Should Stick to Call Quality Guidelines: Telmetrics Recommends Best Practices



Pay-per-call marketing programs can go long way to popularize products and brands. But there must be a mechanism in place to evaluate the effectiveness of each program.

Since 1990s Telmetrics' call tracking solutions have been helping media publishers, agencies and marketers maximize the effectiveness of their marketing programs and increase revenues.


Online or offline, Telemetrics solutions help media prove the value of their mediums, while helping marketers get a more complete ROI picture across the medias. In this day and age, when various forms of Internet marketing have become crucial for drawing attention of targeted audience, call measurement solutions have become crucial for Internet-based marketers including SEM resellers, lead generators and affiliate networks.

In fact, telemarketing calls represent 10 to 20 percent of all calls made to a local search ad. In this marketing environment, Telmetrics maintains that the ad-professionals should implement call-quality standards to assess the effectiveness of their telemarketing campaigns and maximize pay-per-call revenues.

It has been estimated that tens of millions of calls are made to local search ads every month. Tracking these huge numbers of calls is a mammoth task, but Telmetrics makes it possible.

Tracking also allows the company to evaluate industry trends including the impact of telemarketing. As for example, Telmetrics' call analysis showed a 61 percent increase in telemarketer activity from January to February 2009 when compared to January to February 2010.

Telemarketing activities, however, vary with the media type, season and advertiser category, but in general telemarketing activities can account for up to 40 percent of all call volume.

Pay per call providers often resort to auto-blocking and auto-filtering for protecting protect campaign validity. Telmetrics auto blocks telemarketing calls with its patent-pending Telemarketer Call Block solution. 

"Increased telemarketing activity is likely due to more outbound marketing during the economic downturn and also the impact of the Do Not Call Registry, as telemarketers shift their focus to businesses. It is critical that pay per call providers protect campaign validity by auto-blocking and auto-filtering telemarketing calls. Otherwise, campaigns will be skewed and advertisers will not trust the performance-based ad model," Bill Dinan, the president of Telmetrics, explained.

In order to maximize their revenues, pay per call providers must maintain program integrity and for that they have to put special emphasis on call quality. Here are a few Call Quality Best Practice tips for Pay Per Call providers from Telmetrics:

1. Local advertisers, including national brands with a local presence, should use local phone numbers in ad campaigns rather than toll-free lines. Consumers are four times more likely to call an advertiser with a local phone number.

2. Apply a quarantine period to all phone numbers published as a pay per call line, so that advertisers do not receive calls from legacy owners.

3. Use an automated tool to filter and block invalid calls so that advertisers receive real and valid leads and aren't bothered by nuisance calls. Automation is more efficient and accurate than report filtering and significantly reduces administration and customer service costs.

4. Once a phone number is used in an ad campaign, continue ongoing quality assurance testing.


Madhubanti Rudra is a contributing editor for TMCnet. To read more of her articles, please visit her columnist page.

Edited by Marisa Torrieri
 

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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.

    Example:
    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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