Leads on the line: using inbound/outbound telemarketing to manage the leads-to-prospects-to-customers cycle

Article Abstract:

Companies should use an effective lead management cycle, along with account management and customer satisfaction, as the basis of their telemarketing strategy. Leads can be generated through either an inbound program that uses a toll-free number on advertising, or through an outbound program that initiates contact with potential leads. Leads should be ranked by the telemarketing representative, with the best leads sent directly to the sales force to be distributed to the sales staff. Follow-up calling and information reporting are key parts of a successful lead management program.

Methods, Marketing management

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Dialing for dollars: an outbound telemarketing program can be a powerful addition to your integrated marketing strategy

Article Abstract:

Companies that engage in telemarketing should follow certain procedures to make sure their operation is effective by itself and in conjunction with other marketing efforts. The Direct Marketing Assn estimates that in 1996, US firms spent approximately $57.8 billion on outbound telemarketing, which excludes inbound marketing via toll-free phone numbers. Companies should use tailored lists of telemarketing prospects and make an attractive offer early in the phone calls. Performance and cost tracking is useful.

Cover Story

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Keep the customer satisfied

Article Abstract:

Telephone contact with customers is a cost-effective way to maintain client satisfaction and loyalty. Effective phone contacts include welcome calls and 30-day calls, which establish personalized relationships with clients, answer their questions and introduce them to new services or products. Save attempts, or calls to appease dissatisfied clients, also build loyalty.

Customer Relations, Usage, Telephone, Telephony

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