3 Multichannel Marketing Use Cases for Improving the Customer Experience
Building out call center processes and marketing automation techniques can provide exponential benefits for your company.
Building out call center processes and marketing automation techniques can provide exponential benefits for your company.
Building out call center processes and marketing automation techniques can provide exponential benefits for your company.
When you hear “omni-channel” or “multichannel” marketing, what do you think of?
Perhaps, like many marketers, you think of combining your retail/in-store presence with your email program. Or, perhaps some of you think of incorporating multiple marketing approaches like email, direct mail and mobile push. Of course, these are all correct assumptions.
It’s time to think beyond these traditional definitions, however. In today’s competitive marketplace, where buyers expect individualized, targeted communications on all channels, it’s necessary to think of innovative ways to create this ideal customer experience. The highest-impact multichannel initiative that you can implement could be found within another department in your own company.
Consider combining the power of marketing with the skills, talents and processes of your business’ call center. That’s right, the call center. Think about it: This is the place where unhappy customers get turned around, where these callers can become raving fans. Or, it’s the place where prospective customers call to get an answer to a specific question and where upsell and add-on revenue can happen with ease. It’s time for the call center processes and marketing automation techniques to come together to provide exponential benefits for your company.
Worry not, I’m not suggesting that you combine organizations, but I am encouraging you to build out joint processes using scoring, automation, call prioritization, call routing and data enhancement. Of course to make this happen, you must integrate your digital marketing and call center databases. For this, you’ll need to build out the rules for which fields need to be integrated and remember, not all fields have to be mapped to make for a fantastic combined workflow.
Below, I provide a few use cases to stimulate your thinking:
I’m sure you can come up with even more examples in your company. Remember to start small and set up scenarios that are best suited for your business goals and needs. Keep in mind that the goal for these types of shared processes is improved customer experience, happier, more informed agents, enhanced call quality, agent productivity, and perhaps even increased revenues and cost savings.
To get the ball rolling, meet with your colleagues and management in the call center. Explain using your own use cases, the benefits of combining the data and processes of your two departments. Begin the integration work, then build out cross department campaigns and call routing rules. Done properly, you could be spearheading a project that could reap some stunning benefits for your company and your career.
If you have success stories integrating two departments within your own organization, please share them below!