TRENDS IN TELEMARKETINGBY : SACHIN BHATIA

VICE PRESIDENT - DRISHTI

TRENDS IN TELEMARKETINGBY : SACHIN BHATIA

VICE PRESIDENT - DRISHTI

• Introduction

• Tele-Marketing Let’s Define it

• Perspectives and Trends• Customer• Geography• Compliance• Outsourcing• Technology

• Putting it all together

• Takeaways

• About Us

• QnA and Closing Remarks

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Agenda

Telemarketing The business of selling products or services by making unsolicited telephone calls to potential customers.Telemarketing The business of selling products or services by making unsolicited telephone calls to potential customers.

Telemarketing (known as telesales in the UK and Ireland) is a method of direct marketing in which a salesperson solicits to prospective customers to buy products or services, either over the phone or through a subsequent face to face or Web conferencing appointment scheduled during the call.Telemarketing can also include recorded sales pitches programmed to be played over the phone via automatic dialing. Telemarketing has come under fire in recent years, being viewed as an annoyance by many.

Telemarketing (known as telesales in the UK and Ireland) is a method of direct marketing in which a salesperson solicits to prospective customers to buy products or services, either over the phone or through a subsequent face to face or Web conferencing appointment scheduled during the call.Telemarketing can also include recorded sales pitches programmed to be played over the phone via automatic dialing. Telemarketing has come under fire in recent years, being viewed as an annoyance by many.

WHAT SHOULD WE CALL IT TODAYWHAT SHOULD WE CALL IT TODAY

BIG QUESTION: WHAT WILL WE CALL IT TOMORROW?BIG QUESTION: WHAT WILL WE CALL IT TOMORROW?

Tele-Marketing Definition

Telemarketing is a PROCESS to offer a product / service to a customer who requires it, at a time when he requires it. The CHENNALS include SMS, Email, Web, Phone, Fax to reach the customer in a NON-INTRUSIVE manner.

It is often supported by MARKET RESEARCH with clearly established needs and technology that allows reaching the customer in a most COST-EFFECTIVE manner.

Telemarketing is a PROCESS to offer a product / service to a customer who requires it, at a time when he requires it. The CHENNALS include SMS, Email, Web, Phone, Fax to reach the customer in a NON-INTRUSIVE manner.

It is often supported by MARKET RESEARCH with clearly established needs and technology that allows reaching the customer in a most COST-EFFECTIVE manner.

DEFINITION OF TELE-MARKETING.DEFINITION OF TELE-MARKETING.

What has changed? Consumer is more reachable through various mediums (Emails, IM, Social Network, Mobile)

Technology has become powerful and affordable.

Sales has become a science not an Art. -- Havard Business Review

Reliable Market research and analytics information is available

From Need to Sale -> 20 MinutesFrom Need to Sale -> 20 Minutes

Lets Gaze into the crystal ball Tommy is typing a mail to his friend in manila, complaining that his phone line is

really bad, He had to get off a conference call because of the bad line.

Our friend Google The Oracle uses their multi billion dollar Analytics engine and shows Tommy a small ad just above his mail window saying: EXCELLENT PHONE LINES, CRYSTAL CLEAR CLARITY NOW IN MANILA!

Tommy clicks it obviously to know more about it.

He gets connected to a sales representative over chat and after a brief understanding the Sales rep suggests Tommy if the company can call him (If he wants over the web)

The Telecenter calls Tommy and describes the agreement. “Wow I don’t even have to change the number”

Sale is Closed.

Customer• Business to Consumer

- Market Research- Cold Calling for Financial / Telecom Services- Appointment Generation

• Business to Business- Market Research- Appointment Generation- Events and Opportunities- Corporate Services- Relationship oriented

Customer - Trends• Business to Consumer

- Integration of Customer Services and Telesales

- Cold Calls only for research (Preferably some Incentive)

- Pull based Interactions to increase

- Outsourcing to 3rd party providers would increase

• Business to Business- Will continue to be a in-house function

- Separate function but more closely tied with Corporate Sales and Account Management

- Surveys, Feedback would increase as compared to Sales

Geography

• The West (US, UK)- Strong Personal Privacy framework

- Research information available

- Alternate Media adaption (Web, Email) already started

- Strong Legal framework – Transactions over Phone

• APAC- Right Agent – Language / Skill challenge

- Research information not well published, Usually for Lead generation, Research

- Alternate channels adaption slow

- Cost per contact low

Geography-Trends

APAC- Investment into Right Technology / Toosl would increase

- Focus on measurable Processes and Standards

- Increasing outsourcing and profit sharing deals with 3rd party vendors

- Service providers who integrate various functions would win more deals. Vertical knowledge would be a MUST HAVE

- Market research, Loyalty management companies would play a major role.

Compliance

• DO-NOT-CALL

Examples of National Level Initiatives- INDIA - NDNC http://ndncregistry.gov.in- US – FTC https://www.donotcall.gov- UK – OFCOM http://www.ofcom.org.uk

• Usually set with an objective of regulating telemarketing and giving option to consumers to opt-out

• Some of these initiatives have failed because of lack of accountability.

• Idea with which this should be done is to make it accessible via various stake holders’ and various systems.

Compliance - Trends

• As the volumes increase in APAC more and more countries will have one or other form of Do-Not-Call Registry

• Technology would allow Real Time scanning of DNC and a more integrated approach. Some of the current systems just don’t deliver.

• Research Survey with incentives rather than Hard Selling would be a major function of telemarketing.

• Alternate (Non-Intrusive) channels would gain share as a medium of interaction.

• Industry and governments would work together on this with common goal.

Inhouse vs Outsource

• When to Outsource?- Well defined portfolio, Market research available- Measurable Sales Process- Outsource Market research- DO-IT-YOURSELF first- Usually for B2C- B2B only Market Research

• Concerns- Data Security- Passion / Control

Outsourcing - Trends

• Cost is still the biggest driver for outsourcing. That would change with outsourcers bringing in more methodical approach to Sales [SCIENCE not ART]

• Risk / Profit sharing would become a major driver. [PARTNER not VENDOR]

• With SOA (Service Oriented Architecture) and VoIP Integration of Backend processes with outsourced partner now possible.

• Companies which can add value with data / processes would gather major share of the business.

• Economies of scale and specialization would mean consolidation in the service provider space.

Technology

• Automated Dialer• IVR• ACD and Blending• Unification of Media (Unified Communication) [SMS, Web, Chat, Email,

Phone]• Work Force Management

- Voice Logging- Performance Management- Quality Monitoring

• CRM• CATI (Market Research)• Analytics

DialerA system used to automate outbound calls and direct them to an agent when a live person

answers. Predictive dialing screens out answering machines, busy signals or operator intercepts and records the results

A system used to automate outbound calls and direct them to an agent when a live person answers. Predictive dialing screens out answering machines, busy signals or operator intercepts and records the results

• Reduces Cost per Contact

• Increases Agent productivity

• Can be used as a broadcast medium, Custom messages

• Usually integrated with CRM for screen-pop information of the client who is connected.

• Reduces Cost per Contact

• Increases Agent productivity

• Can be used as a broadcast medium, Custom messages

• Usually integrated with CRM for screen-pop information of the client who is connected.

• Focus on Meaningful contacts rather then just contacts

• Tighter integration with Back-End Data and Real-time systems like Web.

• Multi-skilled Agents allowing cross selling and upselling

• Focus on Meaningful contacts rather then just contacts

• Tighter integration with Back-End Data and Real-time systems like Web.

• Multi-skilled Agents allowing cross selling and upselling

ACD

ACD is an acronym for Automatic Call Distributors, a telephony term for a facility that automatically routes incoming calls to the next BEST AVAILABLE AGENT.

ACD is an acronym for Automatic Call Distributors, a telephony term for a facility that automatically routes incoming calls to the next BEST AVAILABLE AGENT.

• Allows Calls to be routed as per priority and Skill

• Allows mapping of Service levels to technology.

• Usually integrated with CRM for screen-pop information of the client who is connect

• Allows Calls to be routed as per priority and Skill

• Allows mapping of Service levels to technology.

• Usually integrated with CRM for screen-pop information of the client who is connect

• Blending would be more frequently used for optimal utilization of agents.

• VOIP/Work from home allowing multi-site integrations and real time strategies in call routing.

• Full automation (Self Service) on routine enquiries.

• Customer support slowly shifting to a profit center.

• Blending would be more frequently used for optimal utilization of agents.

• VOIP/Work from home allowing multi-site integrations and real time strategies in call routing.

• Full automation (Self Service) on routine enquiries.

• Customer support slowly shifting to a profit center.

Unified Communications

A communications system that includes three or more of the following elements: voice, unified messaging, video, mobility, web/data collaboration, conferencing and presence management.

A communications system that includes three or more of the following elements: voice, unified messaging, video, mobility, web/data collaboration, conferencing and presence management.

• Allows various media channels to be used in a single business process.

• Same Agent could be interacting with various customer using multiple channels.

• Allows various media channels to be used in a single business process.

• Same Agent could be interacting with various customer using multiple channels.

• More and More interactions would happen on non-intrusive media.

• Multiple media channels in a single interaction would allow business to be conducted faster.

• Telcos adopting VOIP would be a single biggest driver.

• More and More interactions would happen on non-intrusive media.

• Multiple media channels in a single interaction would allow business to be conducted faster.

• Telcos adopting VOIP would be a single biggest driver.

WFM / Analytics

A set of tools to monitor, Measure and improve productivity. It also allows to forecast and plan workforce as per desired service levels.

A set of tools to monitor, Measure and improve productivity. It also allows to forecast and plan workforce as per desired service levels.

• Quality monitoring and performance management a must for all sized operations.

• Forecasting and planning for large > 500 seats operations.

• Standalone solutions of not much help. Should be well integrated with the basic Contact center system.

• Quality monitoring and performance management a must for all sized operations.

• Forecasting and planning for large > 500 seats operations.

• Standalone solutions of not much help. Should be well integrated with the basic Contact center system.

• Most small scale centers don’t know what to do with the tools, as processes become measurable these tools help them improve further.

• Integration would play a major role in WFM tools.

• With WFM tools deploying muti-tasking, and still maintaining SLAs, would be easier reducing Cost per contact further.

• Most small scale centers don’t know what to do with the tools, as processes become measurable these tools help them improve further.

• Integration would play a major role in WFM tools.

• With WFM tools deploying muti-tasking, and still maintaining SLAs, would be easier reducing Cost per contact further.

Technology - Trends

• Because of volatility SaaS models would gain market share

• Standalone TeleSales -> Upselling, Cross-Selling, Multi-Media tools

• VOIP would reduce cost per contact.- Telco Cost- Work From Home

• In the cost structure the overall costs would go down and share of technology would increase.

Case StudyEducation vertical

WLC (Weighan and Leigh College)

• Leading professional training provider• Established in 1996• Over 40 locations across the country• Multiple Courses and Traineeship Programmes• Multi-media reach-out to present and prospective Students

WLCI offers Advanced and Professional level programmes in Business Economics, Advertising & Graphic Design, Fashion Technology and Media for undergraduate and graduate students. In addition to WLCI certificates, their students are awarded internationally recognized diploma by Weighan & Leigh College U.K.

Requirement Overview• Interaction management (Customer Care and Telemarketing)

with Voice, SMS, Email, Chat, Web– Toll Free Number– Bulk SMSs/Email– Premium service SMS handling

• CRM and Automation• Multi-site, Multi-tenant system for over 10 sites

WLC Marketing Cycle

WLC markets through TV, Radio, Web and Print media and the prospects contact the institute via Toll Free Phone Numbers, Premium SMS Numbers published, Email, Web queries, as well as Live Chat Sessions. Besides these, CSR at WLC also reach out to present students and prospects via Voice, SMS and Email broadcast.

Architecture

Highlights of solution

• Customer care with customized CRM and screen pop– While on call, agent can Email/ SMS

• Full featured ACD/IVR for self and assisted service• Web queries response• SMS (premium service) handling with automated Callbacks• Email Response as well as marketing broadcast • Chat (interactive) sessions• Bulk SMS/ Email/ Voice broadcast• Quality control and supervision (on all interactions)

Customer Care with Customized CRM

Helpdesk

IVR (Self-Service) Phone E-mailSMS Chat Web

Caller

Complete Interaction Management with Helpdesk

A caller can contact the university via Toll Free number/ Premium SMS service/ Email/ Live Chat

An agent gets a screen pop with the relevant details (as per the media)

On resolution, a Phone/ SMS/ Email notification is sent to customer

Typical Interaction Flow – managed by ACD & IVR

AdmissionsFinanceOperations

Query via any channelExample:A student wants information regarding Courses offered and admissions

Various Queues can be created as per university policy

Case 1: IVR flow without database integration

SME A Connected to SME A

Admission Department

Student A >>

1.Calls the university number and hears IVR options2.Presses #1 For general admission announcements3.Presses #3 To know about the last submission dates4.Presses #4 to know about the Admission Eligibility5.Has a question. Presses #9 to speak to a customer rep

Subject Matter Expert A >>

1.Gets connected to student A (after #9 is pressed)2.Conveys admission Information/ eligibility information, but is not sure about scholarship eligibility3.Conferences with SME B who knows all about scholarships4.SME B talks to student while all three are in conference5.Hangs up after all doubts are clarified

SME B

Case 2: IVR Callflow (with Integrated Database)

• Student calls IVR number

• System asks for language selection,

• Authentication by Student ID, DoB

• On success the IVR fetches details from database about exam scores

• System plays the score for caller via TTS

IVR Module

IVR Module fetches information from DB

Students call up to know last semester exam scores without talking to the agents or waiting in queues

Authentication

Web CallbackAgent connected to caller by the system automatically as soon as submit button is clicked

Hello Mr Sharma! We received a query regarding admissions

Name: Ankur SharmaPhone: 9818222222

Query: Need information on

admissionSystem calls the web visitor and connects agent to him

Customer enters name, contact info and query on the website to

request immediate callback from a specific department.

SMS triggered CallbackInstitute Name_Course Code/Query_Student’s

Name SMS to a Premium Number

Student sends an SMS to the university requesting information regarding a course or any general information.

System pops up the SMS information and asks agent to proceed with call?

On accepting, Agent is connected to caller by the system automatically

Hello Mr. (Student name)! How can I

help you?

Live Web Chat

Customer enters a message along with a query

System pops the message to the chat rep who can answer the questions

Chat module pops up and agents starts responding

Your scholarship has been approved.

You’ll see it…

Want to know about my scholarship status. Can

you please check and let me know

Voice/SMS/Email broadcastingIVM Module throws broadcast Calls/SMS/Email to students/ faculty based on a rule. For example, change of exam can be communicated to students of a class

Step 1: Calls initiated by the dialer+ACD (IVM) Module to student list

Step 2: System plays the message to the student (E.g.: the exam time for the finance 101 exam has been changed to 4 p.m, on 29th July)

Step 3: Student hears the message related to exams

1,2,3: Message played out

Supervisor interface The customer details are visible in this area, so a

supervisor can see who’s being services

The supervisor can see multiple campaigns in this view, and can select any

campaign to see its details.

The supervisor can see multiple campaigns in this view, and can select any

campaign to see its details.

CSR and queue related information is shown in this panel, along with

supervisory actions. Other tabs show important information

KPI - Trends

KPI Trend

Idle Time With Multimedia / blending this would decrease

Cost per Contact With VoIP and Multi-media this would decrease.

Cost per Lead Data cost would increase as data would be available through research.

Conversion Pull based and Researched data so increase.

Cost per Acquisition Attributing to above results it would decrease.

Takeaways• PULL not PUSH

Make the customer come to you, reach him in a non-intrusive way.

• Meaningful ContactsGet Research or Do research yourself to segment data.

• Multiple ChannelsUse all media in a unified fashion to achieve common goal.

• Customer Care as a Profit CenterUse Incoming interactions and Cross-Sell / Up-Sell.

• Measurable ProcessesMeasure KPIs and improve them. Make it a Science.

• Invest in right technologyTechnology is no longer a support function or a Tool. It has to be part of the core strategy.

About Drishti

• Leading providers of Customer Interaction Management Solutions

– Patent Pending Technology– Powering over 400 clients globally– Billions of calls processed and thousands of active users– 100s of Self-Help, Outbound, Inbound & Blended processes

• Focus on emerging economies.- Presence across India, Philippines, Middle East, Bangladesh,

Malaysia, Indonesia, United States

• Recognized by leading industry bodies- Winner of NASSCOM innovation award (2008)- IP Contact Center Technology Pioneer Award from TMCnet- Awarded best ACD, Outbound, Customer Support in APAC

by Contact Center World 2008.- Deloitte fastest 500 in Asia-Pac (2008)- Red Herring top 200 companies (in contention for top 100)- NASSCOM - EMERGE 50 for the year 2009

Over 400 happy customers• Call Centres

– Kochar– Intouch– Magus– ELI Research– GetIT Infomedia– NIIT SmartServe

• SaaS Partners– Symbio– Novanet

• Enterprises– Motilal Oswal– D’Damas– GE Money– LPU– Unicon

• Telecom– Dhiraagu

• Applications/IVR– Bookmyshow – CESC (IVR)– HCL Technologies

Drishti in Malaysia

• Started operations through Microtel Technology in 2009

• Focus on Outsourced Telemarketing, Collections and Customer Service companies.

• Integrated All-In-One solution in DACX AMEYO

• Complete local support through trained team.

Questions Session

Where from Here

A copy of this presentation can be found at www.drishti-soft.com

I would be putting up a blog at blog.drishti-soft.com with Questions covered here. You can ask more questions there.

I can be reached via LinkedIn. Just search for “Sachin Bhatia Drishti”.

In Malaysia Microtel is representing Drishti and they can be reached at www.microteltechnology.com. Point of Contact Tommy Ng tommy@microteltechnology.com

www.drishti-soft.cominfo@drishti-soft.com

Thank You

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