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Utilizing Your Contact Center to Drive Marketing Efficiency

Marketing departments are under constant pressure to increase efficiency, accountability and the rate of return on investments in their activities and initiatives. Just like a stock portfolio, it is crucial for marketers to direct funds to channels that bring returns.

Unfortunately, those channels are in near-constant flux, leaving marketers with an evolving set of tools with which to hit their target. Distilling what will work, and what will not, is their most imperative task.

Measuring risk vs. potential rewards is a logical way to proceed. Do your current and potential customers crave interactions in a developing online channel? Or do you mitigate risk and run with a traditional mail campaign?

No matter what your marketing mix winds up being, contact centers and the core teleservices they provide form a risk-mitigating backbone that supports and drives efficiency in any channel. If the ultimate goal and measure of your marketing investments is to generate sales and reinforce customer relationships, the contact center is key to doing so. For example, consider the following channels:


Marketers are currently investing a great deal in digital. At some point, a lead that comes in through a digital channel may need guidance along the path to purchase – or in some business-to-business sectors, a full-fledged “closer” brought in to seal the deal. Contact centers that integrate with these digital channels can easily fill both roles while providing tangible brand interactions and positive experiences.


Direct mail and its associated channels can provide terrific touch points with current and potential customers, but in practice should be accompanied by follow-up. Contact centers can efficiently fill this function, leading to greater returns at an incremental cost once they are in place as an asset.


Many brands are equipped to handle inquiries over social channels, but the best are also able to identify and source specific kinds of inquiries to contact center channels for telephonic or other follow-up. This unified approach takes advantage of best practices and research indicating that fast follow-up drives revenue growth – and therefore marketing efficiency.

The contact center is, for the foreseeable future, your brand’s front-line for multi-channel customer engagement, and a crucial driver of marketing efficiency.

We hope you enjoyed this month's Dialogue.

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