| National Association of Call Centers
The fun, informative, and unique newsletter for the call center industry
|Welcome to the April 2017 issue of the NACC In Queue newsletter!
Rev Up Your Outbound Marketing Dialing Strategies
Marketing is a performance driven channel and everyone is working to
pull the right levers to maximize results. Think of it like a NASCAR
race, just like there are hundreds of cars vying for the winning
position there are hundreds of Outsourced Telemarketing firms looking
to produce the highest results. So, if everyone has a car with an
engine and every Outsourced Telemarketing firm can make outbound phone
calls then what separates the competition? It’s management, technology,
dialing strategies and the levers each team pulls to maximize results..
Let’s take a look at some dialing strategies that will help your
organization rev up your outbound marketing engine.
Predictive vs Preview vs Manual
Think of these three dialing options as engines in a vehicle. Manual
dialing can be compared to a standard 4 –cylinder engine. Typically you
will find these type of motors in an economy vehicle that doesn’t need
much power and they are designed for extremely great gas mileage. They
won’t get you from 0 to 60 very fast however if you’re a commuter then
this might be exactly what you are looking for. Manual dialing is the
same way. The efficiency of dialing manually is much lower than preview
or predictive dialing however it certainly has a place in the outbound
marketing industry. If you are running an outsourced telemarketing
campaign and wireless numbers make up a good chunk of your records then
it’s not about how fast you get there but that you are effectively able
to reach all of your customer base to improve results. Plus, remember
that dialing wireless or VoIP phone numbers requires manual dialing to
ensure compliance with the TCPA. Next up is the V-6 of the outbound
marketing dialing strategy or as most of us know it “Preview” mode.
Preview dialing is a more aggressive method that allows you to reach
your customers faster than a manual option while still giving you the
passing power you need to get in front of that Ford “Prius” and beat
the yellow light. Preview dialing is highly effective on outsourced
telemarketing campaigns that require account review before calling.
This method of dialing allows you to set parameters and “Preview”
accounts before the record is called by the dialer. Be careful with
this as you don’t want your staff sitting for too long when it is not
necessary. Gauge the necessary preview time to maximize your dials and
results. Most outbound dialing systems allow you to set a maximum
preview time and then force the dial after the maximum preview time has
expired on a call by call basis. This allows you to pace the calls and
Lastly let’s talk the Hemi V-8 of dialing or better known as
Predictive. If you have the staff, and the records necessary to
properly run this dialing strategy then strap in, put the pedal down
and be ready to smoke the doors off the competition. This outbound
dialing method uses predictive algorithms to predict when an outbound
call agent is going to be available. Predictive dialing will
significantly increase dials per hour, resulting in higher contacts per
hour which in turn will increase the sales per hour that you derive
from your outbound marketing.
The key is to know when to use each method. Not every situation
requires a car that will go 500 miles on a tank of gas, nor does every
situation require a sports car that will do 0 to 60 in 2.1 seconds. It
all depends on what you are trying to accomplish and the situation that
you are in. Know what your campaign objectives are and you will be able
to utilize the correct Outbound Marketing dialing strategy.
Max attempts are the number of attempts you are willing to make on a
record before you give up on calling it. I’m usually an advocate of not
giving up however there are times when we all must throw in the towel
for the better. Take for instance, Greg Sacks, a previous NASCAR driver
who had one of the worst records of all time. Sacks raced a total of
263 times in his career so he no doubt had a passion for persistence.
The problem is that out of those 263 races he only won one time. The
point here is that you need to set a good max attempt so you don’t
continue to call on an account that is nearly impossible to reach,
wasting valuable telemarketing hours in the process. I have heard a lot
on what this magic number should be on outbound marketing campaigns and
they range anywhere from 3 attempts to 12+. One of the hardest things
to do on most programs is get a hold of the decision maker and that’s
why this decision is difficult. People don’t want to give up too early.
My recommendation has always been to start your max attempts on 6 or 8.
Watch this for a while, look at your average number of attempts to
contact and then adjust as necessary.
Attempt dialing priorities
Now that you have set an outbound dialing maximum attempt rule on your
records it’s important to strategize on how you will call through your
list. In my professional opinion I would recommend setting your system
to call these records in order of least attempts to most attempts on
the record. The only exception to this rules is that specific
time-bound callbacks take priority over the previous rule. The major
gain here is that you will call your most important records (callbacks)
when you promised and that you will not end up with a large pool of
records that haven’t been dialed because you spent too much time on
higher attempt records. This outbound marketing dialing parameter is
one that has worked wonders for me over the years.
Time of Day
Driving a race car in the snow and ice is sure to end in disaster.
Knowing when to dial in an outbound marketing program whether that be
time of day or day of the week is just as important so your results
don’t end up in the ditch. I know this seems like a no brainer,
however, it can really make a difference. Take for instance, a business
to business outbound marketing campaign. Many organizations choose to
dial these programs Monday through Friday from 8 to 5 Local time. While
that would seem to make the most sense; I have seen in a lot of
circumstances where it is better to increase your hours on Monday
through Thursday in order to run a short shift on Friday. Friday
afternoons in my experience are typically the worst days to reach
contacts and even if you do get someone on the phone they are so
focused on their weekend that they have no attention for your outbound
marketing call. For those number crunchers out there, pull a report
that shows your contacts by hour by day. Use several months of data on
this if you can and use that data to select the most appropriate times
for your outsourced telemarketing team to be calling.
Outbound marketing requires shifting gears quickly and your reward for
doing so will be results that propel your program to all new speeds.
Try using these strategies to bring in the checkered flag for your
A.J. Windle is the Director of Operations of Quality Contact Solutions.
A.J. is responsible for ensuring every client program is successful on
a daily basis, including achieving the Key Performance Indicators
(KPIs) that matter most. With a deep call center operations background,
A.J. is a hands-on leader and has built his career on creating
win-win-win relationships for his team.
Get To Know Contact Center Nation
Valeria McSorley, President, Avant Garde Events,
We are a nation of Contact Centers. We are the brand of the company
every day on the front lines. Our mission is to deliver the ultimate
customer service experience. We solve complex problems, offer
assistance and aim for first call resolution.
Contact Center Nation is a community dedicated to addressing the
professional needs of Call Centers, Workforce Management and Back
Office Operations. We deliver a wide range of resources including
events, executive level learning, networking, job opportunities and
valuable industry connections exclusively for a niche audience.
We are devoted to bringing robust content, the latest technology and
industry peers together. The opportunities, connections and
education are designed to provide a fantastic experience for attendees.
The programming has a focus on optimizing your Call Center, Workforce
& Back Office to increase productivity, streamline operations and
improve employee and customer experience.
Contact Center Nation hosts a series of one day regional events across
the country. These events have been designed to limit time and travel
away from home and office. We have events in the works for the
following regions – Mid-Atlantic (Northern Virginia / Metro DC),
Southwest (Phoenix), Midwest (Chicago) and Southeast (Ft. Lauderdale /
The events hosted to date have been incredibly well received. We
featured dynamic speakers and content including the white-hot topic of
Millennials, Building a Corporate Culture from the Inside Out,
Attracting & Retaining Top Talent, Lean Customer Service, Improving
Process, Productivity & Profitability just to name a few. We pride
ourselves in delivering relevant and timely topics from world-class
brands. The attendees are from diverse industries including healthcare,
banking, financial services, retail, insurance, utilities, retail and
technology. We offer them the opportunity to learn the latest in
industry trends but we also offer them the chance to learn from their
peers. This feature has been one of the most anticipated parts of the
day. The attendees get the chance to learn and share from one another
in a comfortable environment. Many of the issues at hand translate
across industry and offer them the chance to truly engage and learn on
a one to one level.
We currently have speaking and sponsorship opportunities available. We
are also in the process of recruiting regional Steering Committee
Members. If you would like additional details, please contact Valerie
McSorley at firstname.lastname@example.org
and visit www.contactcenternation.com
Millennial Workforce? Don't Panic!
Paul Stockford, Research Director, NACC And Chief Analyst, Saddletree Research,
Millennials, roughly defined as individuals born between 1980 and 2000,
now comprise more than 50 percent of the U.S. workforce and that number
will certainly grow in the future. This new generation of workers
are also making their presence known in the contact center industry as
both employees and customers, and in the workplace they’re bringing
with them a different set of career requirements and expectations.
This is, after all, the generation that has never had to live
I recently recorded a podcast with Verint’s Kelly Koellicker to discuss
the management strategies and tools available to best address the
unique capabilities of this new generation of contact center agents and
managers. The podcast can be found here
If you manage millennial workers in your contact center, or
expect that you ever will, this will be one of the best 12 minutes
you’ve ever spent!
Call Center Comics
If you like this comic and would like to see more, write Ozzie at email@example.com and visit his website at http://callcentercomics.com
or just click on the comic to tak you to his page. The NACC appreciates
Ozzie letting us use some of his comics in our newsletter.
In This Issue...
- Rev Up Your Outbound Marketing Dialing Strategies
- Get To Know Contact Center Nation
- Millenial Workforce? Don't Panic!
- Call Center Comics!
Pearls Of Wisdom
“I always prefer to believe the best of everybody, it saves so much trouble."
~ Rudyard Kipling
Reports From NACC
NACC has been burning the midnight oil and typing until our fingers are
sore to bring out reports to our members. Each is listed below. If you
are interested to see what we are writing about, click on the links
below and download the executive summary of each. If you like what you
see, join the NACC so that you can view these reports and others that
will be coming out soon on our website. These reports will ensure that
you know the latest trends in the industry.
|Did You Know That NACC...
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