
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.
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