Contact center capacity is going up as voice becomes “sexy” again driven by mobile adoption. This is both good and bad news for enterprises. It’s good news because the contact center is becoming an increasingly important channel for managing the customer experience. Being able to have a one-on-one interaction over the voice channel can have a much greater and lasting impact on a customer and the customer experience than most other channels, both online and offline. It’s a channel that the competition can’t duplicate or infringe upon meaning your customer experience remains uniquely your own. The bad news is that as contact center capacity is going up so too are sales and service costs. Higher call volumes means enterprises need more resources to keep things working smoothly—more agents, better technology, and more overhead. The challenge moving forward then is how can a contact center offset their operating costs without sacrificing the customer experience? One solution? Marketing partnerships.
Online marketing partnerships are incredibly common these days. For instance, when you book a flight online from American Airlines, chances are there will be several partner offers listed on your flight confirmation page, probably for a rental car company, local attractions or a hotel near the airport. These offers are driven by a trigger event; in this case the purchase of a ticket. These one-to-one partnerships give the advertiser/marketer the chance to connect with a relevant customer at a moment where they may be more inclined to buy and gives the seller the opportunity to become a “concierge” service for their customers, enhancing the customer experience. It also gives them the opportunity to create a new source of revenue.
But how can a partnership marketing model like that transfer to the voice channel and work in the contact center? How can a contact center become a profit center?
Let’s say, instead of going online, a traveler called American Airlines to book their flight. Once the flight purchase was completed the American Airlines agent would present an offer from one of their partners, like Avis or Hilton. If the flyer agreed to be transferred to the partner American Airlines would receive a fee for that live phone transfer. This kind of voice marketing partnership has existed for a long time, but the challenge to making it a strong and consistent source of revenue for the lead seller has been the fact that most of the partnerships tend to be one-on-one, which limits the number of partners they can work with, and ultimately the revenue they can earn. These partnerships often require a lot of upfront business development and long-term contracts as well, further complicating the process. Not to mention the infrastructure required to manage the call transfers.
That’s why SalesPortal created the “Google AdSense model” for contact centers. Contact centers can now work with a variety of partners and present their customers and callers with the most relevant offer. By removing the one-to-one restrictions of former voice channel partnerships both the contact center and the advertiser benefit. First off, the pre-approved partners can bid on a contact centers live call transfers, helping keep their customer acquisition costs down. Since they can run multiple lead buy campaign at once they don’t have to worry about their lead generation efforts running dry. On the flip side, the contact center chooses whose bid they accept, ensuring the best possible revenue stream. Thanks to the SalesPortal partnership marketing network contact centers are able to monetize their phone traffic, helping offset the increasing operation costs and provide a new source of revenue for the enterprise.