Close

Choose a country

United KingdomEnglish
South AfricaEnglish
IndiaEnglish
InternationalEnglish

Why cold calling ought to be shown the door, for good

News
12th October 2015

In recent years, the customer experience industry has been in the throes of change with significant advancements made when it comes to outbound sales. Dave Pattman, customer solutions director at Webhelp, looks at the new trends and subsequent methodologies that have come to light as the business world in general moves towards a more qualitative, customer centric way of operating.

Today, organisations driving for continuous improvement are purposefully aligning outbound sales strategies with a data driven approach designed to deliver respectful customer experiences – striking conversations which result in offering something that is wanted and/or needed.

This said, there are still some who are significantly falling short and holding on to bad practice, which presents a huge challenge for the sector. Such behaviour – which has recently been highlighted and scrutinised by the media – leaves consumers with a negative perception of businesses using outbound calls as a viable sales channel, potentially marring all progress made to date.

It is, therefore, more important than ever to approach outbound sales intelligently and develop practices and procedures that enable businesses to treat every customer as an individual rather than a number. The days of hit-and-miss cold calling really do need to be left behind for good.

Best practice now has to be guided by a scientific approach based on knowing what to offer the customer and when, with the aim of transforming a beneficial sales method from a nuisance to a productive use of time – in the eyes of the customer.

Providing an exceptional customer journey means being acutely aware of the main themes in play, which include:

Brand Integrity

Customers today value brand integrity and are more likely to remain loyal to a provider who acknowledges them with a tailored and personalised service. It is vital to successfully maintain the reputation of the business in question at every stage of the customer journey.

Gathering feedback is paramount to building on brand loyalty. The more valued a customer feels, the happier they will be to talk to you. It is important to gather feedback from across your customer base, enabling you to map out learning’s that will improve processes and deliver a better customer experience. Net Promoter Score should also be measured on both sales and non-sales calls.

A scientific and rigorous approach

Data driven analytics are hugely beneficial to building successful customer relationships. You need to know what offer to make to each customer and develop the ability to predict who will buy today, and more importantly, who will buy the most. This is only achievable through enhanced data, predictive analytics and personal engagement.

These three tactics work well together to inform a single strategy. Enhanced data sets the scene by gathering all the need-to-know information with predictive analytics taking on the baton by drilling down into customer preferences – when best to call, maximising the ability to have a positive discussion and offer the right products. The final step in the journey is personal engagement which means ensuring all employees are empowered to do things right first time with rapid resolutions to any customer queries posed.

A can-do attitude is required by everyone in the team to achieve such a streamlined process. Regular reviews and updates on current performance levels across campaigns are a must to perfect a successful outbound sales model.

Establishing outbound sales as a culture, not just a process

Effective outbound sales is driven, at the final stages, by those on the front line in direct contact with customers. This means taking time to spot and nurture talent into the right roles and invest in their future development. Some businesses believe it’s only about employing people with extensive sales experience in the contact centre environment – it’s not. It’s about developing the right people through effective coaching and performance management.

Alongside this, innovative and transparent commission structures will not only incentivise talent but equate to a drive in both customer experience and sales volume. This said, it is important to have the right people working on the right campaigns. This involves designing a campaign matrix based on level of difficulty to inform the placement of individuals, allowing for a flexible and multi-skilled workforce.

Final Thoughts

For progressive businesses conscious of the customer experience challenges ahead, it is imperative to act now and bring in processes which positively gel with the customer base as well as being compliant with Ofcom standards. Most crucially, businesses need to understand and capture what a good sales experience looks like to the customer.

The alternative could see you fast-track to losing your customers respect and damage your brand integrity – something that as others have shown could be very hard to recover from.


Webhelp
Article by: Webhelp

News & Insights

Solution Designer
Service Provider
Technology Enabler
Blog
Travel Sector Trends for 2019

The media spotlight has been firmly on the travel industry in the past few weeks, with the demise of high street giant Thomas Cook and the surprise store buy out by Hays Travel (saving over 2500 jobs) filling newspaper column inches. In preparation for the IQPC Exchange for Travel and Hospitality, Webhelp Business Development Director, Kellyann McCafferty, looks at 5 significant trends for 2019...

Read 212CAAF2-CC0E-4D90-9134-028C45BDF837 Created with sketchtool.
News
Another Award winning year for Webhelp and Sky

It was a successful night for global customer experience expert, Webhelp, and leading telecommunications provider Sky, at the UK Customer Experience Awards yesterday. The fiercely competitive awards, which highlight excellence in the CX industry, were held at London’s Wembley Stadium. In a...

Read 212CAAF2-CC0E-4D90-9134-028C45BDF837 Created with sketchtool.
News
Webhelp hosts industry discussion on generational differences and their impact on CX

Webhelp hosted the second of our Disruptor Dinners at the Shangri-la at the Shard in London yesterday, as part of our highly regarded yearlong series, which examines and identifies significant disruptors of Customer Experience (CX). This session looked at the impact of changing generations on...

Read 212CAAF2-CC0E-4D90-9134-028C45BDF837 Created with sketchtool.
Whitepaper
Generation: Cohort views on CX and the workplace

The Webhelp Disruptor Series Part 2: Generation: Cohort views on CX and the workplace This paper reveals the results of our exclusive YouGov study on age-influenced attitudes to multi-generational working and customer experience, as well as gathering informed viewpoints from sector leaders,...

Read 212CAAF2-CC0E-4D90-9134-028C45BDF837 Created with sketchtool.
Case Studies
[Fashion] Fifty Jeans – Launch your brand without cashflow problems!

...

Read 212CAAF2-CC0E-4D90-9134-028C45BDF837 Created with sketchtool.
×

Webhelp Cookies Preference Centre

Strictly Necessary Cookies
The website requires the use of cookies for essential functional requirements and these are outlined in the cookies policy.

Enhanced Functional Cookies
Some features of this website use services provided by third parties websites. These features use cookies to implement their services on this website and may collect data about your visit to help them optimize their functionality. The Webhelp cookies policy outlines the cookies used by these services.

We have links to social networking such as Twitter, Facebook and LinkedIn.
These websites are third party sites. We do not place cookies on their behalf, and do not have control over the way they collect or use your data.
We encourage you to read more about their policies:
Twitter
LinkedIn
Facebook