Latest Blogs

  • 9 Best Practices in Social Outbound Marketing Campaigns: Becoming a Master Puppeteer

    Posted on Jun 17, 2018

    Can a social media marketer learn from a master puppeteer? I think so. A master puppeteer steers his puppets to captivate the audience while communicating a story. A marketer can use social media in a similar fashion to engage and possibly enthrall the audience.

  • Best Practices for Recurring Revenue Businesses

    Posted on May 16, 2018

    No matter the size of your company or what industry you work in, we know that revenue is top of mind. Industry leaders and innovators are always looking for ways to increase profitability and introduce new product and revenue streams to become more competitive. Today, one of the most frequent…

  • 3 Things Impacting Lead Conversion in the Communications Industry

    Posted on Mar 13, 2018

    Over the last few years the telecom market has experienced a drastic shift in how it needs to operate. Communications Service Providers (CSP's) are facing fierce competition from their legacy carrier rivals and from new over-the-top entrants that have established loyal customers bases. However, the...

  • It Takes 6 to 8 Touches to Generate a Viable Sales Lead. Here’s Why

    Posted on Jan 16, 2018

    Today’s marketing and sales landscape looks vastly different from that of just a few decades ago. With the advent of the Internet, blogging, social media, and a myriad of digital communications channels, the path to purchase is not a simple, straight line, but a complex and varied web of twists and turns – and touch points.

  • Cold Calling is Not Dead, Make Smart Calls Instead [4 Step Guide]

    Posted on Sep 19, 2017

    The nature of the cold call has changed. In fact, I no longer find the term “cold call” appropriate. An intelligent rep does not make cold calls, they“Smart Call”. Below is my step-by-step guide on how to transform your cold calling process into smart calling. Everyone claims that cold calling is dead, outdated, or obsolete. While this is not unfounded, it is misguided.

Over the last few years the telecom market has experienced a drastic shift in how it needs to operate. Communications Service Providers (CSP's) are facing fierce competition from their legacy carrier rivals and from new over-the-top entrants that have established loyal customers bases. However, the biggest hurdles to overcome come from within. Traditional operations have led to a major disconnect between marketing and the sales channels. Data is siloed, causing marketing programs to lack intelligent and personalized acquisition strategies, and sales has poor follow up on new leads. To win, CSP's need to revolutionize their customer acquisition strategy and lead management process. Here are three key ways CSP's can build a customer-centric foundation to convert more leads and keep them ahead ahead of the competition.

Create one customer experience: Step back and think about the buying journey. How does someone research devices, plans, and pick their carrier? It's not as easy for consumers to choose as it was before. Many carriers sound the same and are in a race to the bottom on price. Services are slashed and what the buyer gets isn't always 100% clear. How can a potential customer make a decision when your own channels contradict each other — with different messages and information provided online, when they call for help, or visit your store. The shoppers’ journey across channels has become cumbersome, inconsistent, and impersonal. To resolve, it's time to step back and put the customer at the center of the conversation. It's not overly difficult to unify messages across channels — it's an easy win that just takes some coordination. What's harder is to break down the data silos, and.look for ways to unify sales and marketing systems to create a seamless experience for your customers. The web, store, and call center should all feel like one brand and one team working to serve the customer. Empower Employees to work faster, smarter, and the way they need to: CSP employees don't have it easy. They are blind to activity that is happening outside their swim lane and have to replicate work, customer records, and more before they are able to convert a customer. Employees don’t have visibility to prospective customers’ context when they engage via sales channels. They are handcuffed by legacy systems and are not empowered to effectively manage lead interactions. Breaking down data silos and integrating customer activity across channels will help your employees increase productivity. Think about this — one of your loyal customers is trying to upgrade, but isn't happy with the options available. They abandon online and the record is passed to a customer rep in the call center. That rep can be proactive and reach out to the customer and help them with their upgrade. Creating one system of record will enable employees to work faster and smarter to better serve the customer in a timely fashion. Personalize the journey: Customers are entering your lead funnel at different stages of the buying journey and at different levels of exposure to your brand. Yet many CSP's treat every person coming out of the store, visiting the website, or calling for help the same. Segmentation is a good start, but its necessary to map out the journey for a loyal customer versus a new prospect. To effectively do this, you need to ask your team a few questions. Questions like: How should the call center interaction go? How should customers be greeted at the store? What information does your team need to make it personal? Then start to map out each touch that will lead from interest to conversion and how to make it relevant to the customer.

Source: salesforce

Posted on Mar 13, 2018

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