It’s imperative that brands reach out to customers on their channel of choice. Be it online, voice, chat, or any other platform, your customer expects you to be there when they need you. But when you are where your customer expects you to be your brand is given the unique opportunity to leverage the customer’s immediate interests and needs. Your most powerful marketing asset is to know something about your customer. And the contact center and your voice channel know a lot. In fact, with the right tools your online marketing and offline marketing efforts can easily tie into each other to create more touch points, preserve the customer experience, and generate new leads for your enterprise.
Leverage the same offers through your online and voice channels.
Would a customer that reaches out to your company online versus a customer that calls into your customer service or sales call center be looking for completely different offers of information? Probably not. Although their preferred method of communication might differ, their end goals are going to be very similar. Your online channels and your voice channels can be used to present your consumers with the same or more relevant, complementary products and services.
For instance, when customers book a flight online, they often see a rental car offer on the confirmation page, or even as part of the flight booking process at the very beginning of the transaction. That same offer could be used in the voice channel, so that when a customer books a flight with an agent over the phone, they can hear the same rental car offer.
Create special promotions with each of your partners. Partner with multiple companies to target your customers specific needs at the time.
Most enterprises have established partnerships with some number of companies in order to present the most relevant offers at the right time. For instance, a home insurance provider could develop promotions and offers with home security system providers, home warranty services, or cable / satellite services. These offers can be presented on a case-by-case basis based on the reason for a customer call, recent purchase histories, customer demographics, etc. Thus,, creating an even more unique customer experience. One of the advantages of marketing in the voice channel is that one-to-one personal interaction between agent and caller. You don’t get that kind of personal experience with most online marketing efforts, no matter how personalized the offer might actually be; the voice channel is uniquely human.
Prioritize offers based on consumer interest.
Once you’ve created a partnership marketing network with a variety of relevant partners and have invested in various special promotions it’s important to prioritize those offers based on consumer intent. Not every offer is going to have the same kind of impact on your customers and target audience and you don’t want to waste your customer service and sales agents’ time, or turn your customers off, with the wrong offers from your partners. The same logic has to apply to your voice channel efforts. Being able to personalize products and services presented to your customers based on interest, purchase history, demographics and other data gives your enterprise the ability to customize and enhance the customer experience.