Transcript
Page 1: New Ways to Integrate Intelligent Voice Broadcasting Into Your Marketing and Sales Strategy

WHITE PAPER

Integrate Intelligent Voice Broadcasting into Your Marketing and Sales Strategy

Page 2: New Ways to Integrate Intelligent Voice Broadcasting Into Your Marketing and Sales Strategy

New Ways to Integrate Intelligent Voice Broadcasting into Your Marketing and Sales Strategy 2

Executive Summary

© 2015 DialogTech | 855.444.7564 | dialogtech.com | twitter.com/dialogtech | dialogtech.com/blog

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When you hear the term “voice broadcasting,” you may

think of an automated phone message from your kids’

soccer coach reminding you of practice next week or

a boring marketing blast. Most people think of voice

broadcasting as an impersonal, inflexible message that

doesn’t give the recipient the option to ask questions,

reschedule, or connect with a real person. But voice

broadcasting is more than a simple recorded phone

message; it’s an interactive customer notification tool.

Today marketing and sales professionals are using intelligent

voice broadcasts to cut costs, save time, and generate

leads and revenue. They have become an effective strategy

for improving customer engagement and satisfaction.

This white paper explains how marketing and sales

professionals are using intelligent voice broadcasting

today. It presents specific use cases on how voice

broadcasting can increase revenue and improve customer

communications. It also discusses how voice-based

marketing automation technologies are making it easy

for marketers and salespeople to implement intelligent

voice broadcasting.

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New Ways to Integrate Intelligent Voice Broadcasting into Your Marketing and Sales Strategy 33

What Is Voice Broadcasting, Exactly?

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First, let’s address what a voice broadcast is and how

it has been used in the past. A voice broadcast is an

automated message that businesses send to a group

or segment of customers via phone.

In the past, technical expertise was required to set up voice

broadcasting. It lacked the ability to personalize parts of

the message for each recipient or give them the ability to

interact with the recording. Voice broadcasting was strictly

a one-way communication from business to customers.

Today, however, technologies exist that make it easy

for anyone to set up personalized and interactive voice

broadcasts, even with minimal technical knowledge.

Because of this newfound ease of creating intelligent

voice broadcasts, they have become an extremely

popular means of automating a variety of previously

time-consuming and often complex manual tasks,

such as:

• Marketing a personalized promotion to customers

• Conducting an outbound customer satisfaction survey

• Confirming, cancelling, or changing upcoming appointments

• Filling or selling available inventory

• Notifying customers of a product update or urgent message

FTC and FCC Compliance

Voice broadcasting technology must comply with FTC and FCC regulations that place limits on automated outbound voice broadcast delivery.

Regulations range from prohibiting certain types of calls or callers to mandating information and functions that must be provided by the call, such as immediately identifying the caller and the call’s purpose, and making an opt-out feature available. There are other requirements as well. For more details visit: http://business.ftc.gov/advertising-and-marketing/telemarketing

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Marketing Communication with Intelligent Voice Broadcasting

A study from September 2012 by Aberdeen Group

found that 66% of customer interactions involve voice

conversations via phone.1 Simply put, customers still want

to talk to the people they do business with. Marketers are

using voice broadcasting to satisfy this need and to remain

engaged with prospects and customers.

Similar to email and social media, voice broadcasting is

an additional avenue for marketing communication. By

adding voice broadcasting to the marketing mix, marketers

can quickly compliment other marketing strategies by

automating voice connections with customers.

Intelligent Voice Broadcasting with CRM Integration

By integrating voice broadcasting with their CRM systems,

marketers across industries are experiencing a wave a new

ways to connect with customers and promote their products

or services.

For example, let’s say a car dealership wants to advertise a

promotion to prospects that have visited the lot in the past

six months but didn’t make a purchase. They can set up an

intelligent voice broadcast to go out to those leads in their

CRM system that references each person by name and

mentions the specific car they had looked at is now on sale.

The dealership can also use voice broadcasting to encourage

new buyers to visit their service center. Sales managers

can set up a voice broadcast to go out automatically a few

weeks after someone purchases a car. This message could

be a personalized promotion that includes each customer’s

name and the vehicle they purchased and offers them 10%

off their first oil change. This process can be easily repeated

for offers that occur on an ongoing basis. When setting

up personalized voice broadcast promotions such as this,

customers must have opted-in via FTC and FCC regulations.

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Intelligent Voice Broadcast for Revenue Generation

Employees of a gas company were used to spending every

Monday making more than 1,700 phone calls to customers.

The phone calls surveyed customers for ordering

information regarding propane tanks. The gas company

needed this information to evaluate how many propane

tanks they needed to order for delivery each week.

This time-consuming process took eight employees an

entire day of work, every week. The gas company was able

to use voice broadcasting to automate a survey with the

same questions, and have the customer’s answers recorded

in a database. By automating these phone calls, the gas

company saved more than 60 hours per week of employee

time that was previously spent making phone calls.

Pharmacies also use intelligent voice broadcasting to

increase revenue by automating the process of prescription

refills. Pharmacies send personalized broadcasts with the

current date, customer name, and medications that need

refilling. Then, the customer is offered the option to refill the

medication immediately over the phone, or to connect to an

IVR or live agent to ask questions. Property management

and real estate professionals use voice broadcasting

similarly to call properties for lists of available units.

DPS Integrates Voice Broadcasting API for 1,600 Clients

Dealer Product Services (DPS) provides marketing solutions to more than 1,600 automotive retail clients. By integrating voice broadcasts into their clients’ CRM systems, they were able to automate advertising phone calls to prospects, customers, and vendors about warranty renewals, oil changes, and other services.

Using DialogTech’s voice broadcasting and API, DPS was able to quickly and cost-effectively integrate its clients CRM systems with DialogTech’s interactive voice broadcasting technology.

“We chose DialogTech due to their flexibility and their programming expertise,” said Tim O’Neal, President and CEO of DPS. “They have helped us integrate our systems, streamline processes, and automate all of our call delivery.”

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Marketers and sales professionals gather information

from their customers via outbound surveys. They then

use this data to improve processes and increase customer

satisfaction. By automating this process, businesses also

save time and money.

Customer Satisfaction Surveys

A company that delivers appliances and electronics to

people’s homes had been emailing post-appointment

customer satisfaction surveys to monitor the quality

of service their customers were receiving. These emails

were usually ignored.

Using intelligent voice broadcasting to build an outbound

survey with IVR (interactive voice response), the company

was able to send a short, automated phone survey to each

customer after a delivery. By integrating the intelligent

voice broadcast survey into their CRM, their customers

automatically received the broadcast minutes after the

delivery was completed, and all of their answers were stored

in the system. The IVR voice broadcast survey had much

higher return rates than the email survey.

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Using the data collected from the phone surveys, the

home delivery company was able to improve the quality of

service their customers were receiving by monitoring the

performance of their employees. To comply with FTC and

FCC regulations, you must include the ability for customers

to opt-out of these communications.

Political Surveys and Donations

Political campaigners use voice broadcasting to automate

the process of collecting signatures for a petition.

Campaigners create intelligent outbound surveys that

explain the political issue at hand, ask the recipient to sign

the petition by pressing “1”, and offer the option to make

a campaign donation by transferring to a call center.

Using a voice broadcast to gather petition signatures and

support, politicians save money by only needing a few

agents on hand to collect donations from interested parties.

Political marketers then use data from the survey to build

a list of people to market to in the future, as well as to

aggregate information on survey responses and a list

of donors.

Outbound Customer Surveys with Interactive Voice Broadcasting

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Go Configure is a product delivery and installation company with over $14 million in sales. By implementing DialogTech’s voice broadcasting and IVR technologies; Go Configure automated voice broadcast calls to suppliers, drivers, and customers for each delivery. Prior to implementing voice broadcast, Go Configure was making five calls for each customer delivery.

Go Configure set up voice broadcasting for all customer deliveries. Within the voice broadcast, the customer is offered the intelligent option to transfer to an IVR or live agent. If the customer needs to reschedule their delivery appointment or ask questions, the smart voice broadcast will transfer them to the IVR or a live agent.

Using voice broadcast to automate these phone calls, Go Configure was able grow their business without increasing staffing expenses, saving the company over $70,000 per year.

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Intelligent Voice Broadcasting for Appointment Reminders

Confirming and rescheduling appointments is a process

that takes up hours on end each day for many businesses.

By automating this process, time and money is saved

by reducing missed appointments and filling them with

paying customers.

A study from the Journal of Dental Education showed that

by automating appointment reminders, dental offices were

able to reduce no-show appointments by 30%. Following

this reduction, the study found these offices were able to

increase revenue by over $400,000.2

By offering people the option to transfer to a real

receptionist or to an interactive voice response (IVR), voice

broadcasts become intelligent. Customers can reschedule

appointments or ask questions after being transferred.

Another intelligent feature is the ability to personalize the

voice broadcast with the current date, time, and customer

name. These intelligent features are what make automated

appointment reminders a revenue-increasing tool.

Automating appointment reminders with voice broadcasting

saves employee time by eliminating the hours they would

spend making phone calls each week. It also increases

revenue by filling empty appointment spots with

paying customers.

Go Configure Saves $70,000 Using Voice Broadcasting

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Keeping customers in the know of vital, often urgent,

information is a requirement of high quality customer

service. Using voice broadcasting as a means to

communicate urgent messages is another way

businesses keep their customers satisfied.

Travel Notifications

Airlines, hotels, and car rental companies have been

using voice broadcasts for years to relay time sensitive

messages to their customers. An airline experiencing

extreme delays due to inclement weather can automate

voice broadcasts to customers who have delayed flights

taking off in the next 24 hours.

Fraud Prevention

Banking institutions use voice broadcasting to send out

voice broadcasts when account activity has been flagged

as fraudulent. This helps customers monitor the safety

of credit cards, debit cards and savings accounts while

enabling identity theft notifications.

Systems Downtime

Software and hosting companies can use voice broadcasting

to inform customers when systems are down due to a

software upgrade or due to emergency outages. Web

hosting companies who experienced outages after

Hurricane Sandy used voice broadcasting to contact

customers throughout the United States to notify them

of outages due to hurricane damage.

Payment Reminders

Collecting payments from past due accounts is another

necessary activity that can consume several hours of

employee time every week. By automating the process of

reminding customers to pay their bill, businesses increase

the number of past-due account payments received.

In this scenario, the past due account will receive an

automated and personalized phone call, informing the

specific customer of their outstanding balance. The

customer then has the option to transfer to a call center

to pay their bill over the phone.

Product and Service Notifications

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New Ways to Integrate Intelligent Voice Broadcasting into Your Marketing and Sales Strategy 9

• Real-Time Reporting: Voice-based marketing

automation technology gives you access to real-time

data on your voice broadcasts: how many went out,

how many were answered, and how many went to voice

mail. View data on how each person responded to

customer survey questions, who got transferred to

a live agent, and more.

• Voice Mail Detection: Detect whether a live person

or answering machine has picked up the call. You

then have the option of leaving a custom message

on answering machines, or simply hanging up and

rescheduling the call for a later time.

1. Can you manage and schedule voice broadcasts

without assistance from the vendor or a developer?

2. Does the vendor have the ability to detect whether a live person or voice mail picked up the broadcast?

3. Is it possible to create an interactive broadcast using IVR technology?

4. Are you able to record your voice broadcasts after they’ve been transferred to a live agent?

5. Do you have instant access to downloadable reports?

Top Five Questions to Ask a Voice Broadcasting Vendor

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Voice-based marketing automation is a technology that

makes it easy for anyone to create a personalized and

interactive voice broadcast campaign. The emergence of

this technology is one of the driving factors behind the rise

in popularity of voice broadcasting for businesses.

• CRM Integration for Event-Based Triggering: By

integrating voice broadcasting with your CRM, you can

set up events that automatically trigger an intelligent

voice broadcast. Events can be based on specific dates,

customer interaction history, or any other factor. CRM

integration also enables personalization of customer

voice broadcasts, so you can set up a single message

that automatically includes each recipient’s name and

account details.

• Iteractive Voice Response: Integrating IVR within a

voice broadcast enables sales and marketers to conduct

surveys and make their messages interactive. You can

ask recipients questions and customize messages based

on their response. You can also give recipients the option

to transfer immediately to a live agent.

Voice Broadcasting and Voice-Based Marketing Automation

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Conclusion

Next Steps

Call DialogTech’s today at 855.228.4623 to learn how integrating IVR into B2B lead gen campaigns will help you grow revenue. You can also learn how successful marketers are using IVR at DialogTech.com.

Sources:1. Aberdeen Group, ‘Speech Analytics Report’, September 2012

2. Journal of Dental Education, ‘The Reduction of Broken Appointment

Rates Through An Automated Appointment Confirmation System’, 2003

Today, voice broadcasting is more than just a one-way

communication tool. It’s an interactive solution that

enables sales and marketing professionals to save time,

increase revenue and improve customer satisfaction.

Thanks to the availability of voice-based marketing

automation technologies, the use case scenarios for

voice broadcasting are endless.

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About DialogTech

DialogTech manages, measures, and automates voice

conversations with your customers and prospects.

These conversations cannot be managed using marketing

automation or CRM software alone. Without DialogTech’s

voice-based marketing automation platform, catching

these interactions is like fishing with a hole in the bottom

of your net – leads and information fall out.

The DialogTech suite is a set of software-as-a-service

applications including ad tracking, lead distribution,

hosted IVR, and voice broadcasting. Companies of all

sizes and across all industries use DialogTech, including

direct response, health care, real estate, home services, and

lead generation. Learn more at www.DialogTech.com.

www.DialogTech.com

Twitter: http://twitter.com/DialogTech

Facebook: http://facebook.com/DialogTech

800-568-1121

300 West Adams Street, 9th Floor

Chicago, IL 60606

About DialogTech

DialogTech manages, measures, and automates voice

conversations with your customers and prospects.

These conversations cannot be managed using marketing

automation or CRM software alone. Without DialogTech’s

voice-based marketing automation platform, catching

these interactions is like fishing with a hole in the bottom

of your net – leads and information fall out.

The DialogTech suite is a set of software-as-a-service

applications including ad tracking, lead distribution,

hosted IVR, and voice broadcasting. Companies of all

sizes and across all industries use DialogTech, including

direct response, health care, real estate, home services,

and lead generation. Learn more at dialogtech.com.

dialogtech.com

Twitter: twitter.com/dialogtech

Facebook: facebook.com/dialogtech

855.351.0726

300 West Adams Street, 9th Floor

Chicago, IL 60606


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