The Role of Call Centres in Customer Relationship Management (CRM)

CRM is a loosely defined term that encompasses a range of activities relating to customer engagement. Just like we invest time and money managing personal relationships – talking, meeting, gifting, eating out, going out – the same way organisations invest in managing customer relationships. Some organisations may manage customer relationships in a formal process oriented fashion, while some may just do it in an informal way, while others just don’t manage their customer relationships at all. CRM (Customer Relationship Management) manifests itself in different ways. From lavish engagement of customers through gifting and rewards to good quality customer care , several initiatives fall under CRM. One essential part of any CRM strategy or plan is to have a good contact centre. A contact centre can play several roles that are critical to CRM. Whether your customers are consumers or trade partners. The role of the call centre in your CRM plan could be one or more of the following Welcome and onboarding contact Rewards and Loyalty program support Contests and Promotions support Customer transaction and service enquiry management Special event invitations and RSVP Customer retention of customers intending to cease relationship As a brand manager or business head you can use a call centre as an integral part of your CRM program To set up and operate your call centre for CRM you can seek the services of established firms like Kankei. To know more please contact...

How to use an outsourced call centre to achieve your business objectives?

In today’s competitive world, CEOs and Business Heads have to try every trick in the book to get ahead. And with an ever changing environment it is difficult to continuously spot trends and keep on top of them. One of the keys tools that every business can use is that of a contact or call centre. Call centres are not only about telemarketing and pesky calls from telemarketers. Call centres are an important channel to communicate with your prospects and customers. And customers are not only consumers but institutional buyers and trade and channel partners. Here are some of the applications of a call centre that you can consider for your business Consumer Services help lines for your consumer products Trade help lines for dealers and retailers to reach you Customer Service lines for managing your customer interaction Centralised reception desk for your organisation across multiple cities Contests and Promotions help desk Events and Trade Show invitations and RSVP Customer welcome and onboarding Customer retention Concierge service help desk for your customers Language interpretation centre for your international customers Service tracker and customer satisfaction survey implementation Telesurveys and Market Research Telemarketing and lead generation Database updation and CRM Investor relations and service Human Resources – Employee Help Lines Supplier and Vendor enquiry line Supply Chain and Order Management Investing in a good good contact centre and team that can manage various organisation needs is potentially a good move for any brand. As a CEO, Business Manager, Sales or Marketing head, Consumer Services Head , HR Head or Supply Chain Head you will find immense use of having a call...

Use of Call Centres for Consumer Marketing

Call centres have obtained a not so nice reputation of being the source of pesky calls. Waking you up on Sunday afternoon, interrupting your meetings with a credit card deal though you already have five, selling you insurance when you seemingly do not need it. As a marketer, one can leverage call centres and the emerging technology in ways that are far more effective and non intrusive. Leverage the communication medium to promote your brand and sales, in ways that are more acceptable to consumers and public at large. Some of the key ways to use call centres for marketing: Direct Response Marketing Experiential Marketing Cross Selling Online Sales Conversion Direct Response Marketing When we spend money reaching out to prospects, we should want to make it easy for prospects to reach us.  What better for consumers than having an option to reach the brand or retailer directly to get answers to their questions? Display an inbound hotline number on your advertising, website and marketing collaterals. This can be a 1-800 Toll Free or a regular landline where the costs of calls to the line are borne by the caller. Staff it well or outsource it to a specialist. Close the loop by having a good funnel management system. This will help collate inbound leads and pass them to the appropriate team for closure. Using appropriate technology and CRM systems, you can convert prospects to customers with maximum impact and minimal drop offs. It also helps to reach out to the prospect after a certain time period and to check if the company served the prospect. More often than...
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