Call Center On Demand Featured Articles

Digital Lead Management Begins with an Effective Contact Center

July 22, 2014

By Tracey E. Schelmetic,
TMCnet Contributor

Companies live and die by leads. This has been true from the very beginning of commerce.  What has changed, however, is the channels through which the leads arrive. Old-fashioned channels such as door-to-door and direct mail have largely disappeared, and even e-mail marketing has become a mature channel. Newer ways to uncover and follow up with leads such as social media and mobile apps have meant that technological demands on the average sales organization today are very high. While the telephone remains an effective tool in lead generation, it’s often necessary to supplement the phone with other channels, which must be actively integrated – and integrated seamlessly – with the digital channels.

As a result, companies actively engaged in selling today must run multichannel demand generation and nurturing programs for their brands, which means having a lot irons in the fire. To support clients and nurture prospects effectively, companies today must rely heavily on their contact center. Not all contact centers are prepared for this challenge, however. Organizations are still relying on creaking old systems that are poorly integrated with the rest of the channels.

In many cases, these aging premise-based contact center systems are holding companies back from engaging in the type of lead generation management that would enable the company to succeed. Many of these companies are having success – and saving money -- with making a move to a flexible cloud-based contact center rich in features and capabilities.

With such a solution, organizations can boost contact center reliability—impressing both internal teams and clients—while keeping costs low;  launch programs more rapidly and track progress more accurately; improve interaction effectiveness by using sophisticated routing tools to meet caller needs and recording coaching tactics to boost agent effectiveness; and track and report results more effectively at client, program and individual agent levels, in order to optimize programs and demonstrate value to clients.

On Thursday, August 7, 2014, at 1:00 PM EDT (10:00 AM PDT), TMC and Five9 (News - Alert) will cosponsor a Web event entitled, “Driving Demand with a Cloud Contact Center: A Success Story.” The event will recount the experiences of digital communications solutions provider The Shipyard in its journey from ineffective lead management to effective multichannel lead generation.

For more information about the event or to register, visit the Web site here

Edited by Stefania Viscusi