The performance of outbound calling campaigns has changed drastically as the business world moves more towards a qualitative and a relationship-focused approach. There are many factors that determine the success or failure of an outbound campaign – most lie in the right planning and preparedness of such campaigns.̋
Having conducted and fueled various outbound call campaigns across multiple industries, we at Exotel, identified a few things that always work.
Before you plan to run a campaign, set a clear objective. Define what you want to achieve from this campaign and then identify the type of call campaign you want to run. A few objectives that can be achieved from these outbound call campaigns are:
Focus on gathering all the important customer data before from the outbound call campaign. Smartly segment this data based on demographics such as age, gender, location and other variables that help you identify your audience into smaller segments.
Now executing the call campaign on these identified segments will help you analyze how each person responds to it. The responses recorded during the campaign run will test the effectiveness of the call in each segment, helping you understand what works best and with whom.
Just like your SMS and email campaigns, it is important to keep the timing of your outbound call campaigns in mind. Not everyone will be available to attend your calls at the same time – the one you assume through customer data.
For instance, a good practice we follow is to avoid the peak hours. When the customer is more likely to be busy, the probability of picking up the call decreases. So target them when they’re comparatively free during the day.
An outbound call campaign opens the opportunity to have a two-way conversation with your customer. While this interaction will definitely open more doors for your business to offer their products and services, there are chances of the most bizarre questions coming your way – especially if it is not an outbound IVR call.
This is where preparedness comes in. Even though you have listed down the possible concerns your customer may have, there is always a chance of missing some. The sales team needs to remain ready at all times with contextual answers that will push the customer further down the sales funnel.
Just like social media, email and other digital campaigns, there is no one-size-fits-all approach in outbound call campaigns. Every company needs to identify what works the best for them, based on their goals, customer geographics, and demographics.
A few tests that every outbound call campaign must go through include:
Testing and customer data segmentation are the two crucial elements of making a campaign work. They provide actionable insights that help optimize the campaigns for better performance.
An effective sales and marketing team knows that the task is not completed on the successful execution of an outbound call campaign. The data post a call campaign is what matters the most and will help in understanding the roadblocks in communicating with your customers.
A few important data points that we track to determine a campaign’s success or failure are:
58% of top performing companies have automated their marketing and sales processes. Then why not automate your outbound call campaign as well? Using cloud telephony software like Exotel helps you set up and automate multiple outbound calls based on your end goal.
How does automation help?
While automation will help you keep all your outbound call data secure, integrating with a CRM will make sure no leads are lost and help you keep track of where a customer is in the sales cycle. The Exotel cloud telephony software integrates with all popular CRMs like HubSpot, Zoho and more, making it easy for the sales and marketing teams to offer on-time customer support and nurturing throughout their life cycle.
An outbound calling campaign is a must have today for any business. Customer relationships are the only way businesses can retain their customers in a competitive market and an outbound call is an opportunity to understand your customers better, to do the same!
Have you ever run an outbound calling campaign? What’s the one tip or trick that you absolutely swear by to make the most out of these campaigns?
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