Response Handling For Drtv
Response Handling For Drtv
Direct response television is a big deal at the moment, anyone who has turned on a TV recently has seen countless insurance adverts, gold selling adverts and small claims adverts. Direct response television is a great way of marketing your product and attracting new customers. Seconds after the ad has been seen the phone is ringing with a customer calling in response to it.
The important thing is how you respond to the call.
Frist of all a good idea is to set a framework for the team. This means letting them know clearly and concisely what the objectives are and how they should go about them. The objectives should cover targets, reporting requirements, training dates and service level agreements.
A very important part of getting your response handling right is to make sure you have a well-trained call centre. You should make sure that
you sort out all of the call-handling arrangements well in advance; these arrangements include cost, operating hours and staffing levels.
There are a few points that you will need to look over in order to get the most out of your direct response television ads. The call centre that you choose should generally be external (not in-house) as they would then hopefully have the experience of dealing with DRTV. They should also have the know-how and skill to handle call spikes and complaints.
Having a call centre offshore may help with costs but can lead to poor quality customer service, this isn’t always the case as some offshore customer services do work very well but you need to be aware of the risks that this can bring.
Being aware of costs is a major issue; there are a number of factors that affect cost –
Call volume.
Opening hours.
Languages
used.
There are three types of contracts that can be used with a call centre, these are –
Cost per call.
Cost per order.
Cost per agent hour.
It is possible to forecast call volumes by day and time; this is done by having a good media plan. Using this information you can then plan for having a larger volume of agents in the call centre at certain times to deal with call spikes that may arise if you have a strong call to action.
If you want your customers to ask questions, place orders and be dealt with personally then you will need live agents. If you want the cheaper alternative then interactive voice recognition can be used, you will however lose all interaction with the customer and they will lose all sense of personal care for them from you. If you use live agents then they will need a good script. It must be relevant, clear and must control the call
flow. Having a poor illogical script can lead to confusion and customer dissatisfaction.
Reporting the performance within the call centre is vital. You will need to know exactly what is working and what is not. This is a great way of getting direct feedback from your potential customers, as you can track volume of calls and how many calls led to a sale. For example if you have a high number of callers asking for more information then it may mean that your advert isn’t clear enough.
Lastly you need to be aware of data protection as there are different privacy laws for each country. In the UK the Data Protection Act is the key bit of legislation that must be followed. If your customers are in the European Economic Area then it is their right that you must tell them.
Michael writes about business response handling and how to get the very best out of it for your company.
Article from articlesbase.com
