Call Blending Feasibility*

"Call blending" is a telemarketing buzz word these days, as was "universal agent" several years ago. The theory is that if one has reps waiting for inbound calls, the reps could use that time to make outbound calls and be more productive. Or looking at it the other way, if reps are making outbound calls and there's a burst of inbound calls, management could have them take the inbound calls to reduce wait times and abandoned calls. The result should be greater productivity, more sales or satisfied customers and more dollars to the bottom line. That can be the case if it's approached thoughtfully. For a business, call blending is often like an individual rubbing their stomach and patting their head simultaneously - it can be done but may be more difficult than it appears to onlookers.

Here are several questions to ask before enhancing or call blending to help assess feasibility!

· What is the purpose of your inbound calls? Of your outbound calls? Are they similar?

· What is the style and tone of the calls? How responsive or pro-active are they? Are they information gathering? Lead qualification? Consultative sales? Commodity sales?

· Are inbound and outbound similar or compatible in purpose and tone?

· What are the current volumes of outbound and inbound calls, and the number of reps handling each? What is the precise nature of your peaks and valleys?

· What is the call length of your inbound calls? Outbound calls? Are they complementary?

· Were your reps hired to handle both types of calls, or are you requiring that they do so after the fact?

How will you adjust your measurements, reports, equipment and supervision for call blending?

*These are general recommendations. Specific strategies and tactics should be based on a review of your needs, market and operation. For outside support, contact Lieber & Associates.