- at the right time – the best time to catch them;
- with the right message and channel;
- using the right people – making sure your contact is handled by appropriately-skilled advisors.
To be able to do this, use all the intelligence you have about your contact to work out when and how to reach them. It is time extremely well spent and it will also help you focus more on keeping good management reports and records.
A starting point might be to look at individual customer records and use your information about when inbound callers called you to decide when to call them. If a person has called you at, say, 4pm it’s a good bet that they will be receptive to you calling them at around the same time. If you know a person works, avoid typical working hours when you contact them; if they’re most likely retired try contacting them in the afternoon after popular TV shows have finished – you get the idea. Try and work out which channel they prefer to use too from how they usually contact you.
You can feed this information into an outbound dialler to target your customers at exactly the time they are likely to be available and receptive, improving your contact rates substantially.
There’s one thing about outbound that’s unlikely to change any time soon though, no matter how a person contacted you (Twitter, email etc), and that’s if it’s a complaint: it’s ALWAYS better to respond using the phone – social media is too public and a call resolves the issue faster than email.
Tech takeaway: Use all the intelligence you have about your contact to work out when and how to reach them. It is time extremely well spent.