Mailing: the power of the right contacts
The importance of mailing, that list of names and contacts of clients or prospects, is incalculable. Used for Call Centers, its quality is a decisive factor in the success of campaigns. Indeed, concern about the mailing has never been more relevant and current. Respect for the client, or whatever relationship the organization has with the person across the line, is of the highest order in times of consumers 2.0, who are increasingly aware of their rights, keep an eye on corporate stance and of course, on the competition.
The truth is that the jump in quality, which is responsible for transforming call centers into customer relationship centers, goes through the care of the mailing, the supply of information, improved contacts that take place with constant improvement of the practices of the center which, in turn, has in the mailing one of the richest sources.
The customer loyalty and market capitalization of image assets of the organization are directly related to the level of service that has as its main leverage the information that it has on the person to be contacted. We are talking about customization of contacts. The 21st century consumer is more demanding; wants exclusivity, wishes to be treated as a unique person, which requires constant feedback of mailings and targeting profiles, buying habits etc.
The more information about the client or prospects, the more targeted and more focused the campaign will be, and the more targeted the approach, increasing the levels of success, whatever the operation. This is the way, no doubt, for one-to-one operations. However, depending on the product being sold or the customer to be contacted, the customization is essential. It is worth remembering that the segmentation of the mailing per profile is also extremely useful also for the selection of agents that can be allocated to the campaigns according to their experience.
This is where the technology of the call center comes in, allowing the enrichment of the mailing, including the incorporation of external databases. Moreover, it is necessary to sanitize the mailing, blocking phones in invalid formats, updating prefixes and deleting non-existing numbers. These measures increase the assertiveness and reduce the duration of campaigns.
Strategic management, training of service professionals and advanced technology are fundamental to customize your contacts, always keeping an eye on the 2.0 client, in order to make its operation one-to-one.
* Cláudio Sá is president of Teclan, a national leader in Directory Assistance technology and a Brazilian reference in the development of software for call centers and contact centers.