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"The Source of Concern"
SPECIAL REPORT
Many companies are wary of outsourcing telemarketing activity, but in-house teams do not always deliver the goods.
Competitor intelligence company Direct Excellence monitors the service levels of call centres and websites and the company's managing director, Ian Hughes, says experience has shown that although outbound telemarketing can be carried out inhouse, it is often wiser to outsource it. "There is a need for a strong sales culture, with commission structures built in to encourage the sales techniques required. Outbound telemarketing is a tough job and certainly not for the faint-hearted."
Matt Cannon, director of Braywood, says outbound calling stands or falls on the thorough briefing of agents. "I would not want anything more than an order or research to be sold on an outbound call without the operator fully understanding the brand, and we have these types of calls monitored for standard setting."
"An outbound call centre needs careful employee selection, ongoing productivity monitoring and the skills of experienced team managers and supervisors. Ancilliary support for operators is paramount, as is specialist knowledge," he asserts.
Specialist outbound agencies have a unique dynamic. "Where hundreds of agents do nothing but outbound calling for seven hours a day, this gives rise to greater focus and depth of skill than with an inhouse team. A specialist will also have a structured training plan for callers, aimed at optimising calling skills and getting the best results."
Many clients worry that their outbound calls could damage their brand if they are wrongly handled, says Jones. "To ensure this does not happen, there are three golden rules a client should observe. Make sure your brief is clear and get personally involved in the training of outbound callers on your campaign. Set clear ground rules for the calls. Make sure you have unannounced access during the campaign, to listen in to calls being made on your behalf."
Article written by Michele Witthaus in ‘Precision Marketing’