In the evolving world of direct interactive marketing, we are faced with great challenges and opportunities brought on by innovative digital communication technologies. The combination of the internet and mobile devices has created a world where we have all become accustomed to having every bit of information we need right at the tip of our fingers. And when – for some reason – we are unable to find the information we need right away, it is actually a bit unsettling.
So why is it that when making a request for information online, consumers wait on average 48-72 hours for a response? This may have been appropriate ten, or even five years ago. But today, we are committing a marketing sin if we allow a customer or potential customer to wait any length of time for information about our products and services. The technology is out there that allows us to be able to reach out to those customers immediately – drastically improving customer service and maximizing our potential to make a sale, because we have contacted the consumer when their interest in the product or service is at its peak.
Technological innovation enables us to satisfy the NOW generation
At InfoCision, we have invested in a proprietary service for our clients called Rapid Response Routing (R3), which increases response time by creating a continuous flow for the request, eliminating the time-consuming process of manually pulling customer information. So when a consumer on your website clicks to request more information, their contact information is sent directly to InfoCision’s system, which pings the self-reported data against our national consumer database to append additional demographic, psychographic and transactional information. If it’s part of the campaign strategy, the data can be scored to produce a customized offer. The information is sent to the most qualified InfoCision Communicator who calls them – and all within a minute or two of the consumer making the online request. The results have been tremendous – but don’t just take my word for it…
A recent case study on R3 shows how impressive the results have been for one of our valued clients. Prior to InfoCision handling the program, the client’s average callback time for internet requests was several hours or longer. After Rapid Response Routing (R3) was implemented, 90 percent of online requests were responded to in less than 3 minutes – with an average callback time of 2.75 minutes. This surpassed the client’s goal of having 80 percent of their customers called back in 3-5 minutes. In addition to the remarkably fast average response time, R3 also increased efficiencies and sales by creating a positive customer experience that allowed for upsell and cross sell opportunities. These additional sales helped to reduce the cost per unit by 26 percent.
This is just one example of a service we’ve created to satisfy today’s NOW generation across vertical segments, including education, financial and other commercial markets. Companies that want to thrive into the future must find ways to reach their customers and potential customers in a fast and meaningful way. I’d be interested to hear from any readers how you are finding ways to get people the information they need NOW.