Why Multi-Channel Contact Centre Technology is an Essential Part of Your Digital Marketing Strategy

cytrackThe marketing environment has changed, but the right technology can help you adapt to this new world order.

We all know how to reach potential customers: advertise in relevant media, direct mail, email campaigns, online and in-app advertising, cold calling and so on.

But it just isn’t working like it used to. The people we’re trying to reach have cut back on newspaper and magazine subscriptions, they fast-forward over TV ads, they spot direct mail pieces and route them straight to the recycling bin, email is being caught by increasingly ruthless spam detectors, ad blocking is becoming a mainstream feature of web browsers (consider Safari’s Reader mode on OS X and iOS), and I don’t know about you, but whenever I answer the phone and hear the characteristic silence of an outbound call centre predictive dialler, I hang up immediately. And it’s said that 90 percent of business buyers claim to ignore cold outreach.

So what’s the answer?

The good news is that if we give them the opportunity, potential customers can reach us more easily than ever before — as long as we’re listening.

You’ve heard of that thing called the Internet? Yes, that’s a stupid question. Of course you have. But so has everyone else, and they are using it to find the products and services they want to buy.

Your web site is an important part of that process, and so is social media in its broadest sense — not just Facebook and Twitter, but also blogs, forums, review sites such as Yelp and Zomato (formerly Urbanspoon), and so on.

So you’ve got to get your SEO, SEM, content and social media strategies right. But there comes a point where a potential or existing customer wants a direct conversation with you. They might initiate contact by phone, email, web chat, Facebook, Twitter, or whatever they are most comfortable with. If you’re not ready, all that other work has been wasted.

Microsoft Australia has realised this: at APC 2015, Microsoft presented a very good session as a case study describing their own journey in transitioning from interruptive marketing to an emphasis on content creation for customer acquisition.  The contact centre might not be highlighted in this diagram, but it’s the hub of the process.  We’d like to emphasise that Microsoft does not use CyTrack as their call centre, but we think this slide demonstrates the points of our discussion here very well.

You need to be listening across all those channels, and you need to have the right person ready to respond, because by the time someone comes to you with a question they are probably better informed about the specific product they’re interested in than most salespeople.

It’s all about the customer experience. Not just for consumers, but for business buyers.

That’s where CyTrack comes in. Our contact centre software works across all popular channels, and applies the same scientific principles used in call management to all of them in order to deliver an efficient and satisfying experience to callers while keeping costs under control.

Whether it’s a phone call, web chat, tweet, ‘call me back’ request from your web site or anything else, CyTrack’s software can manage the queues, access the CRM for customer history, route contacts to the most appropriate person, and generate the reports that are essential to managing the contact process.

You don’t need an actual contact centre to benefit from CyTrack — these days, every customer-facing employee needs to be considered part of your virtual contact centre. This approach helps ensure that customers are served effectively, in turn, and in accordance with the standards you’ve set, whether that’s responding to tweets within 10 minutes and emails within four working hours, or acting on ‘call me’ requests with the same priority as someone that phoned you.

Importantly, CyTrack’s software is modular, so you only need to buy the pieces you actually need. And it’s your choice whether you run the software in house or from the cloud — it’s exactly the same software either way, so it’s a straightforward process if your circumstances change so you need to reverse that decision.