You Lost Me There, Part 5
I recently had the opportunity to do some work with a company that had a pretty decent DRTV campaign running. I say decent because it had a good product and the DRTV campaign’s production values were excellent. But the product was complicated and lent itself to a complex offer that a two-minute spot couldn’t fully explain. The spot generated much interest and strong call volume, which would suggest that the campaign was a winner, right?
Until those calls hit the call center.
What do you get when you mix a complicated product offer with call-center staff that doesn't have the training (or sales acumen) to convert? A company that's bleeding potential customers in the call center. In essence, a lower than what should be call-to-order ratio, with a giant chasm between the prospect's understanding of the offer and the customer service rep's (CSR) ability to close the sale.
The Great Call-Center Disconnect
Companies need to function under the guise that great — even sometimes so-so — direct marketing will make the telephone ring, but expertise in the call center will make the cash register sing! Ask yourself the following questions when evaluating your call center's effectiveness:
- How's your call-to-order ratio?
- Is there blood in your call center?
- Can you convert more inquiries to sales?
- Are your CSRs properly trained?
My Biggest Pet Peeve (and One for You to Ponder)
Ask yourself this question: With the millions of dollars companies spend on inventory, marketing, and general and administrative expenses, why are the people on the phones the least educated and, most importantly, lowest paid employees in the company? These are the people on the front lines of your business every day. Every penny of spend filters through either the call center or your website.
Jim Gilbert has been creating direct marketing programs that drive superior ROI for almost 30 years. Fluent in consumer or B-to-B, creative, operations, and analytics, he marries the strategic and tactical sides of direct and social media marketing in a seamless fashion that gets results. He's CEO of a multidiscipline direct marketing agency, Gilbert Direct Marketing, Inc., which focuses on direct mail, catalogs, DRTV, telemarketing, print, alternative direct marketing media and social media marketing. Jim has been involved in start-ups, expansions and turnarounds, and is an expert in helping multichannel marketers get to the "next level." He's a former adjunct professor, teaching direct marketing at Miami International University, and is President of the Board of Directors of the Florida Direct Marketing Association. Jim loves to talk direct marketing, and has done many lectures on direct and social media marketing.