The Digital Age and Teleservices
Despite the advances in the communication
and marketing industries, traditional marketing programs continue to
flourish. Telemarketing, first introduced in 1965, is still
recognized as a valuable communication and marketing outlet today
for the same reason it became popular in the first place. Live
customer contact has the highest potential to impact customer
relationships in the most positive way.
Today, the teleservices industry finds itself in a transition
period with the use of social media communication (blogs, Facebook,
Twitter, etc.) in business. This change derives from the shift of
social media as a purely personal communication tool between
friends, to a public communication tool that involves brands and
businesses. As we look to the future, even with the growing
importance of the new social channels of communication, the need for
teleservices is still growing.
How Business Will Be Communicating with Customers: The New
Connecting with consumers on an outbound basis will become
increasingly challenging for businesses as customers are now savvier
to corporate marketing. Consumers’ expectations for business
transparency will continue to rise, as consumers become more vocal
online regarding their feelings and experiences with brands. Digital
communication has created a new emotional connection between brands
and consumers with the use of such verbs “like”, “follow” or
“friend” on Facebook and other social sites.
Outbound communication will become increasingly focused; as
marketing for marketing sake is no longer acceptable. Teleservices
will play a critical role in executing targeted marketing campaigns
because of the ability to develop very personalized outreach.
How Consumers Will be Communicating with Businesses: The New
As online and mobile technologies continue to gain popularity, they
have solidified the importance of the consumer’s need for a human
interaction in certain situations. At the end of the day, no matter
how detailed a website is, sometimes you need to speak with a person
to gain clarity on your questions.
Particularly in sectors that require higher levels of security
and service, such as healthcare, financial services or real estate,
consumers will always want to speak with a live person to ensure
they receive the appropriate level of customer service.
The Bottom Line
Digital communication has changed the landscape of communications
and marketing. For teleservices, this change opens up new
opportunities for the industry to expand its tried and true
marketing techniques in new areas. Consumers now expect call center
agents to be highly informed and be able to create personalized
experiences. Whether it’s an outbound/acquisition program or an
inbound/customer service program, consumers will expect agents to
work across multiple platforms (web, chat, social media, and more)
to provide and retrieve information instantly.