Magazine article Marketing

Automation Means More Efficiency

Magazine article Marketing

Automation Means More Efficiency

Article excerpt

Automation can transform a telemarketing operation, boosting productivity, increasing operational flexibility, enhancing management information and control, and allowing new and improved profit-generating services.

Inbound call queing: Incoming calls must be handled quickly and efficiently. Delays can mean lost sales, less value from the adspend and, ultimately, customers lost to competitors. Where calls cannot be answered immediately by an operator, an Automatic Call Distributor (ACD) provides a solution.

ACDs hold calls in sequence and release them as operators become available. There are degress of sophistication. At the very least they should welcome callers with a recorded message, asking them to either wait for an operator or leave details so they can be called back.

Advanced features include identifying the number detailed, when numbers share lines, so that callers using numbers dedicated to specific applications can be greeted appropriately. Some ACDs can be linked to computers running telemarketing software and will automatically call up the appripriate documentation on the telemarketers' screen.

Computer assisted telephone interviewing (CATI): Bothe inbound and outbound calls can be handled more efficiently using CATI software. …

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