Direct Response Academy Recognizes the Nitty Gritty of Success

The Direct Response Academy, one of the industry’s leading authority’s on direct response marketing, recently pointed out that more companies fail after successful project launches because no one is micro-managing. Their #1 “Brutal Fact” involved Call Centers, where, they point out, campaign revenues and expense are greatly affected by three major variables: Call Center Conversion [...]

Call Center Conversion
Average Revenue Per Order
Abandon Rates

These variables often fluctuate, which is why many marketers use multiple call centers to ensure they are keeping their centers on their toes. In the simplest terms, such competition creates a Darwinian affect that is good for the marketers’ business. However, in order to use multiple centers and take advantage of those that are performing best against the metrics listed above, you need the ability to accurately and effectively route your calls to multiple locations and you need to be able to do it in real time. Software such as Dial 800′s CallView 360° allows you to do that and more. In this case, that includes call recording and the ability to listen to any call from the convenience of your computer. Hence, you can monitor how one call center is handling your inbound phone calls versus another. You can even get demographic information by household to help validate your target consumer and segment it. And should an emergency arise where one of your call centers shuts down completely, as had been widely rumored recently, you have the ability to instantly route calls to other service providers capable of taking your precious inbound leads.

The Direct Response Academy’s next DRTV Management Boot Camp with Advanced Media & Logistics will take place in New York City on March 31-April 2. We agree with the Academy that it is often the “nitty-gritty” of a campaign that separates success from also-rans. It is to that end that Dial 800 has developed and continues to refine its marketing optimization tool set.

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