Who Should Attend?

This course is designed for staff willing to gain knowledge on maintaining proper relations with clients on a large scale.

Course Scope

1. Main Outbound processes overview.
   In this section major areas of outbound calls will be discussed. Each of position on the list has own specifics, business target, procedures and expectation. Choosing of each of type of camping depends on a company strategy, current business needs, and available resources. These types of campaign can exist simultaneously. However, an overlap between them must be controlled to avoid multiple contacts to some customers. This is the role of the Outbound Strategy, and implemented tools.
   
   • Marketing campaigns – e.g. products, services, handsets selling, typical outbound calls.
   • Retention campaigns – churn prevention for specific groups of customers.
   • Collections Actions – improving collections and vindication process.
   • Welcome SMS – contacts to newly activated customers – loyalty building and fraud prevention.
   • Third – party campaigns  --   campaigns realized either by or for other companies, e.g. banks, insurance companies, tv, politics.
   • Customer satisfaction survey : monitoring of customer satisfaction for Company’s services.
   • Continuous campaigns: campaigns dedicated for special task, e.g. customer opinions monitoring; often one of mentioned above campaigns.
   • Ad hoc campaigns: caused by events, technical failures etc.
2. Database preparation: crucial aspect !!
   One of the crucial things in outbound contacts is the proper selection of customers in campaign, since this determinates the success rate of the campaign. Rules depend on a campaign type, and campaign target. Data mining and standard reports must be designed and implemented .
   
   • Criteria – standard and auxiliary criterions for dataset selection.
   • Data mining – multiple analysis of customer base to improve the efficiency of calls.
   • Standard reports.
   • “Must be” fields –obligatory fields for a campaign (telephone number is obvious but many other  fields are useful ).
   • Exclusions – who we do not call (e.g. Prime Minister…).
   • Validation – general rules for dataset validation.
3. Outbound tools.
   Having a list of customers, and products to be sold or other materials to be communicated, one must divide the information between agents using either files (Excel, Access) or dedicated tool. Ones list is dispatched between agents, responses must be collected. If many campaigns are processed simultaneously, strong control is needed to avoid multiple contacts to customer.
   
   • Dividing lists to agents: methods of customer list dispatching.
   • Agent desktop and tools.
   • Automatic Dialling tools: description of tools for automatic dialling → increase agent’s efficiency.
   • Coding of  answers: critical for next steps.
   • Campaign and talks monitoring: staff management, tracing of campaign, quality of calls monitoring.
   • Cross actions: how to manage simultaneous actions.
4. Camping processing.
   Scripts with detailed phone call plan must be prepared in advance; however ad hoc improvements are necessary, e.g. additional questions must be added. Company should set up ad keep standards of communication, and agents must be trained to follow these standards.
   
   • Script preparation and usage.
   • Pilot campaigns – small campaigns prior the main campaign.
   • Ad hoc campaign improvements.
   • Company standard for outbound calls.
5. Reporting.
   Each campaign should be monitored on many levels: operational, financial, strategic etc. The overall view allows performing campaign, eliminating errors and failures, and improving the process and future campaign planning.
   
   • Campaign, base, and agents efficiency.
   • Standard reports.
   • Resource planning.
   • Long term campaign analysis.
6. Law and social aspects.
   There are many aspects of soft campaign policy to customers, that help to avoid conflicts with customers, increase the call efficiency, increase the call efficiency and reduce the negative impact caused repeated contacts with the customer.
   
   • Customer contact numbers.
   • Agreement / disagreement for calls.
   • Common  target groups.
   • Multiple actions to the same customer.
   • Third party: often data base are given or acquired from/to other sources. Some care must be applied with such kind of data.
7. Telemarketing: campaign planning.
   For campaign planning many several steps should be done to ensure the financial or non-financial profits of the campaign. The success or failure of campaign depends on the quality of planning. If many campaigns are processed, they should follow the predefined strategy.
   
   • Campaigns strategy.
   • Products selection: selection of products, or actions to be proposed in campaigns.
   • Target groups recognition.
   • IT tools preparation – tools configuration, building, special requirement.
   • Pilot campaigns and trainings.
   • Standard campaigns documentation.
8. Telemarketing: budget issues.
   Each action requires direct or indirect cost for the company. These costs must be covered by the Company – lose analysis is necessary. Win-failure definition of action is necessary to avoid low-profitable actions.
   
   • Campaign scope / target selection.
   • Profits estimation.
   • KPI setting: win or failure definition in many aspects.
   • Budget planning: profit – loses analysis, detailed cost identification.
   • Campaign settlement:  verification if KPI are achieved.
   • Campaign closing – end of project, except.

Training Structure

Three days training divided into logical sessions.

Methodology

Instructor led training.