The US Direct Marketing Association (DMA) conducted a survey on the emerging call center trends. It was found that telemarketing still leads the way when it comes to responses from the target callers. The rate was counted to be 6.16%. Other BPO services like direct mail services came low on the score with just 3.42% on the house list and 1.38% on the prospect list. The call center services like email marketing were studied as well. The open rate was 20% on an average and the click-through-rate was 6.64%.
These are encouraging figures for the telemarketing team. They were inundated with reports from call center managers that online lead generation was the way ahead. But these data seem to suggest something else. There was never any doubt that BPO agents do a better job at generating leads when they pick up the phone. We cannot ignore that. But the ideal way to go about things would be to have the best of both worlds. The online initiative to generate leads should remain working through websites and online forms. The outbound call center agents do their job by tapping on potential customers from the database and as well as from the data collected through the online forms, emails and requests for quotes.
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