Magazine article CRM Magazine

Dedicated Call Center Agents Make a Difference: Vision Improvement Technologies Uses Specialized Telemarketers to Stimulate Results

Magazine article CRM Magazine

Dedicated Call Center Agents Make a Difference: Vision Improvement Technologies Uses Specialized Telemarketers to Stimulate Results

Article excerpt

Vision Improvement Technologies (VIT) sells not a product, but a concept--its See Clearly Method, which promotes vision improvement through exercise and nutrition. Because of its complex nature, having contact center agents who answer calls for several other products isn't effective.

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"Our first experience with our early television and radio [advertising] is that when people called in they really didn't know what this product was," says Cliff Rose, founder of VIT. Although the advertising was successful in getting people to respond, the telemarketers often weren't experienced in answering questions about the service.

VIT was using shared agents, reps who field calls for many different products. They followed a script to help handle callers' inquiries, but had to weed through it to find answers to questions, making it difficult for them to respond to the questions in a conversational manner. According to Rose, this shared-agent approach lacked credibility and spurred the decision to consider dedicated agents--telemarketers who specialize in one product. "We started to think, Maybe we need dedicated telemarketers who can be really experienced with our product to answer our phones, and that led us to the concept of expanding upon out-of-house dedicated telemarketing."

Easier said than done. VIT found it difficult to locate an outsourcer that offered dedicated agents. The company finally focused in on O'Currance Teleservices, intrigued by the fact that most of their telemarketers worked from home; however, at the time O'Currance didn't have dedicated agents either. "We partnered up to figure out how could we have dedicated reps, but keep them busy enough so that it was cost effective," says Carla Meine, founder and president of O'Currance Teleservices. "So we developed this ability to have home agents that are dedicated salespeople that only work on [the VIT] project. …

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