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Tip

Rational

1

Use Live Operators before IVR

Direct Response campaigns should always start by using live operators before (possibly) migrating to IVR. The reason: you might miss a key insight that only live interaction can identify. For example, West Direct’s Doug Kline explained how a coffee seller doubled their conversion from 20 to 40% once they determined callers wanted to know where the coffee was made; insight that could not be divined using IVR.

2

Use Multiple Call Centers

Increase close rates by percentage allocating calls to two or more call centers. You can create Darwinian competition for your business by using intelligent call routing. Telemarketers such as Tom Davis’ USA 800 are superior closers for higher ticket items that need a consultative sales approach. By leveraging such call routing you can take advantage of such centers and send your inbound leads to the telemarketer that is performing the best in real time.

3

Use ONLY “(800)” Numbers

Direct marketers should only use an “(800)”numbers. Not (888), (877), or (866). Why? Because consumers are conditioned to dial 8-0-0 when they hear “toll-free”. The proof: we get thousands of misdials every month, mainly from companies advertising the non-(800) version of our telephone number (ie. we have 800-430-2355 and a company advertises 877-430-2355). Imagine all of those lost leads!

4

Use ONLY Memorable Numbers

You must use memorable 800 numbers such as 800-940-1111 to increase calls by 25% or more. As explained by “chunking theory”, short-term memory is accomplished by grouping pieces of information together in chunks. The average short-term memory can hold three or four chunks at one time. An easy-to-recall number makes this process easier for consumers and the result is more calls.

5

Make Post-Sale Customer Satisfaction Calls

Post-sale, customer satisfaction calls to buyers can increase revenues by 15+%. As LiveOps Matt Fischer shared, such outbound programs are excellent opportunities to re-engage with customers and cross-sell them additional products or services.

6

Listen to Recorded Calls

Listening to recorded calls is critical to refine your offer and scripting. Synergixx’ Scott Swanson explained how the process helped increase the average order value for an ingestible product by >15% by moving to a more robust down-sell.

7

Use BOTH toll-Free and URL in Broadcast

Use both a toll-free number and a URL in broadcast media to drive more response. Simply fact is some consumers are still reticent about giving their credit card information over the Internet. Inbound leads have increased by >20% in high touch categories such as financial services simply be adding a toll-free number when driving consumers to a website.

8

Include compliant 3rd Party Upsells

3^rd party upsells are still valid but must be consumer-relevant and FTC complaint. They can increase overall program revenues by 15 to 20%.

9

Analyze KPI’s with easy-to-use call tracking

Determine what your key performance indicators are and focus your analysis on those by using data filters. Online call tracking software can help you scrutinize such metrics such as duplicate calls, closing percentages, average order value, and media efficiency ratios. Look for easy-to-use software by trying it out yourself.

10

Use Only Switch-Level Data

Obtain transparency by using only switch-level data. Since all panelists agreed that there are no standards for categories of call attributions in the industry, it is imperative that a marketer sees all of the calls they are receiving. It is the only way they can make sure they are operating with sound information on a level playing field.