June 07, 2012
Webinar - Intelligent Dialing is the Future of Lead Management
By Juliana Kenny, TMCnet Managing Editor
Today’s customer is vastly different than the customer of 10 years ago. Social media, mobile capabilities, and improved Web experiences have all contributed to a great change in what customers want, how they get it, and how companies target new customers.
The highly connected customer is neither brand-loyal nor willing to wait, according to Nick Hedges, CEO and president of Leads360. On a recent webinar, this writer listened in while Hedges discussed the valuable distinction between velocity dialing and intelligent dialing – two methods through which call centers contact customers, and why both strategies must adjust to the changes in the CRM market.
Hedges noted that the customer that a sales representative approaches via a company’s website has already been on what’s known as “a new path to purchase.” This idea means that the customer is “self qualified and savvy when they arrive with you – they have done comparison shopping, and gone to websites of your competitors.” Additionally, the customer has possibly gone through the nets of marketing traps, and has settled on your company as the winning brand for his or her future investments.
Regardless, this new approach to what the customer already knows and where it’s been influences the type of outreach needed from call centers. Hedges made two distinct points about velocity dialing and intelligent dialing:
Velocity dialing is associated with large call centers that require a one-call-close situation. 500 calls per hour necessitate velocity dialing, and sometimes through offshore facilities. “This leads to a relatively high drop rate if the prediction is not quite correct,” said Hedges. Velocity dialing often leads consumers to complain about getting way too many calls and feeling undervalued.
Intelligent dialing is about “using data from past sales results to make sure that the best-suited sales person is contacting a prospective client at the best possible time.” This requires advanced distribution, logical prioritization, a flexible dialing strategy, and optimal call timing.
“What you choose depends on what you’re trying to achieve,” according to Hedges. Listen to the archived version of the webinar to decide which method of reaching out to customers is the best.
Edited by Amanda Ciccatelli