My name is Joe Meehan and I have been in the call center business for over 20 years. I started in the contact center business when contacting consumers was all about making a sale or taking an order. So much has changed in the last 20 years. Push button phones have been replaced by sophisticated call technology that allows contact with hundreds of people in only a few hours.
While technology certainly has changed the way we connect with customers, it has also made it more cost effective to stay in touch with customers. The internet has replaced a large portion of direct marketing, but it can’t replace it entirely. Nothing can replace live dialogue with customers. Sure I can order anything under the sun via the internet, but when I have an issue, I want to know I can pick up the phone and speak to someone that can help me now. Also, as a marketer you need to know what people are thinking about your services. The savviest customers don’t complain about your business, they just buy somewhere else. Live customer dialog creates opportunity to understand your customer and help design products and services to meet their needs.
One of my past clients was a mail marketer that utilized telephone marketing to test their direct mail offers before they spent tens of thousands of dollars on mail campaigns. The tests can quickly determine success of offers, lead base, accuracy of demographic information and much more than just sending out the mail piece and waiting for a response.
My current clients are using the dialog marketing channel in many new ways to ensure they can continue to provide quality products and services, which will increase customer loyalty. The dialog channel is adapting to new idea and will continue to do so. I'm excited to see other ideas develop!