Call Routing Is Key To Direct Marketers’ Disaster Preparedness

In the world of broadcast direct marketing, when a commercial airs, it’s imperative that the call center be ready to receive the inbound inquiries. After all, such consumer calls represent a finite opportunity that occurs in real time. If things go awry, those inbound calls can evaporate in the blink of an eye. But disasters occur, natural and otherwise, that can disable a call center. That’s why at Dial 800 we strongly advocate that direct marketers consider not putting all of their eggs in one basket, and that they also consider the benefits of call routing services. Effective call routing services allows a marketer to distribute inbound call allocations to multiple destinations and to do it immediately, on the fly, in the event of an emergency or other change in circumstances.

While call centers are suppose to maintain redundancies such as back up energy sources, even these are subject to failure in the wake of a disaster, so it is imperative that the marketer control the ability to route calls to other places that are unaffected. Call routing software such as Dial 800′s AccuRoute enables a marketer to route their calls to multiple destinations from their computer using the Internet at anytime and anywhere, and take their destiny — literally — into their own hands. When you combine this powerful tool with other components such as call tracking and call recording, the marketer gains enormous advantages that can help optimize a direct marketing campaign. But if the call is lost in the ether due to unexpected circumstances, it is all for nought; hence, call routing should be an imperative part of every direct marketing campaign.

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