|Selling Smarter With Web Call Back
BY DAVID BARKER
The Web now has the capability of providing the same instant access to assistance that
we have come to expect from the telephone. By Web-enabling the call center, it is possible
to create a live link between the call center and Web site visitors. Some of the
objectives of Web-enabling the call center include providing better customer service,
answering customer questions on the product, improving technical support, and attempting
to close the sale.
SWIFT SALES ENSUE
The link between the Web site and call center can bring prospects who have seen product
information in catalogs in contact with sales people who have the skills and tools to
close the sale. This is the case at Swift Canoe and Kayak. Swift, a well-known builder of
high-end canoes and kayaks, plans to incorporate a "Talk To An Agent" button on
their order form. Steve Deeraugh, Swifts webmaster, says that they have been very
successful marketing on the Web and feels that Web call back is the next step in making
the Web site a self-sustaining sales tool.
Visitors to Swifts Web site will be able to click on Response Interactives
WebExchange "Talk To An Agent" button and have their call displayed
on the desktop of sales people via screen pop. Swifts sales people will
be able to respond to the Web call by telephone call back, live e-mail chat using
Microsoft NetMeeting, or via voice over Internet using Quicknet Technologies
"QUERY THE COMPUTER, NOT THE END USER"
Web sites are already used to provide customer support. With Web call back, it is
possible to improve online help through live contact with a technician. In fact, Computer Support Technology
has created a site where visitors can have their computers worked on remotely the
technician controls the machine over the Internet while speaking to the client on the
phone. Incorporated in Computer Supports Rescue product is Response
Interactives "Talk To An Agent" button, which allows the customer seeking
tech support to speak to the technician repairing their machine.
TELESALES SELLS WEB CALL BACK
Call centers that provide fulfillment or inbound/outbound services for other companies
have also found that they can offer Web call back or call through from their clients
Web sites. TeleSales, Inc., a leader in the field of telesales and telemarketing solutions for the high technology
industry, is using WebExchange on their Web site and plans to offer the service to their
customers. A typical TeleSales client would display the "Click & Connect"
button on their Web site but when a Web site visitor clicks on the button, they
would be speaking to an agent at the TeleSales call center. The agent receives a call from
the ACD at the same time as a screen pop advising them of the callers identity, and
the Web site from which the call originated.
As demonstrated by these examples, Web call back or call through can allow you to use
your Web site as part of your overall customer contact strategy. Web site visitors can have immediate access to a live agent, either via telephone call
back, live e-mail chat, or voice over Internet. In the future, potential customers may
even be able to be greeted by one of your call center agents as soon as they arrive at
your Web site.
David Barker is marketing manager of Response Interactive, Inc. Response Interactive is a subsidiary of Digitcom Telecommunications, which is a leading
provider of computer telephony, interactive voice response, voice mail, and fax-on-demand
applications. For more information, contact the company at 416-783-7890, or visit their
Web site at www.responseinc.com and try the
"Talk To An Agent" button yourself.