In the September issue of CRM Magazine, David Myron, the editorial director, writes:

The best chance a company has at regularly winning a customer’s business is to make sure the information it presents is relevant to each customer’s needs…organizations [need] to break old mass marketing habits and create more personal interactions. 

He goes on to say that this more personal marketing isn’t just including the customer’s name on a mass email or other superficial efforts; instead, organizations that actually know their customers will have more streamlined ways to improve revenue and to foster customer loyalty.  He cites a few examples for retail banks:  a home purchase triggers an offer for a home equity line of credit; a custodial account for a child triggers a reminder about a college savings plan.

This concept of proactive and focused marketing has its place in the call center as well, and its value is really too big to be ignored.  The only time I’ve seen this type of marketing is when I call my insurance company.  Their system seems to be set up so the CSR can see my whole file and identify holes in coverage or areas with duplicate coverage.  When these issues are identified, I’m ready to listen because, ultimately, I want an insurance package that covers just enough but not too much.

Outside of insurance companies, though, think of the options for this type of marketing in other contact centers:  extended warranties on technology through a help desk, a subscription offer for a new magazine through a publication service center, a discounted hotel rate through a reservations line.  The possibilities are nearly endless; look at your business type and the types of calls that your contact center receives.  Chances are there are some great opportunities for more proactive marketing that really focus on knowing your customers’ needs.

Many customers will find that there is a fine line between big-brother-watching or pushy marketing and offers that are truly relevant and helpful; finding that line can be tricky for companies.  One of the best ways to counter the negative connotations is:

• Offer only what is truly relevant.
• Provide additional discounts or other bonuses; it’s hard for a customer to be too upset with your marketing efforts if the suggested product/service is a bargain!
• Highlight products or services that are new.
• Most importantly: if the customer turns down the offer, let it go!  You don’t want to alienate your customers with high-pressure marketing.

Successfully using interactions with customers through the call center to market products or services can lead to a near perfect combination of satisfied, loyal customers who understand and take advantage of particularly valuable and relevant offers.

About Kelly: Kelly has been working as a contract technical writer for Inova Solutions for nearly three years. As a recovering high school English teacher, she enjoys the opportunity to still employ her ‘red ink’ when writing, editing, and formatting documentation. You can contact Kelly at kelly@insideinova.com.