Telemarketing Software Featured Article

Why Transparency Matters in Telemarketing Software

July 09, 2014
By Susan J. Campbell - Telemarketing Software Contributing Editor

Have you ever had an encounter with a company that was being less than honest about their latest activities, but promised you they had only the best intentions? There’s a saying that the road to hell is paved with good intentions, insinuating that the practice leads to nothing good. Facebook (News - Alert) may have done well to learn from this before launching its latest secret psychological experiment.

For its part, the social networking giant forgot that it needed permission to begin research and failed to communicate to those affected or the audience base in general. Facebook claims it had only the best intentions, but failed to be clear as to what those intentions entailed. In the outbound space, telemarketing software will only deliver intended benefits if you’re completely transparent in your campaigns.

When a telemarketing call is made, it’s clear from the start that you have a goal when the consumer picks up the phone. You have a set script, a call to action and have been trained on how to handle objections. But, are you calling with a script that leads the consumer down one path only to arrive on another? Have you launched a survey claiming to be gathering information for one initiative, only to use it for another?

Such activities can quickly sour your reputation in the eyes of the customer. Telemarketing already has a negative ring to it for the average consumer, even if you’re offering something of value. The best strategies, telemarketing software and technology won’t help you drive better results if you’re not being honest about your call from the first word.

A recent Business2Community article focused on this very topic, highlighting some steps you can have in place to be sure your good intentions are never questioned. If you’re conducting research in order to improve services, be straightforward about it. Make it part of your script and share the information right away. Likewise, give customers the opportunity to opt in or out, depending upon their interest. Respect their decision if they opt out and thank them for considering it.

Finally, it’s critical that you keep your promise. If you’re conducting this research and customers are willing to take the time to share their honest feedback, take it as an opportunity to improve your products or services. If they see that their feedback meant something to the process, they are much more likely to remain loyal customers.

Telemarketing software provider VanillaSoft has a proven record of delivering solid solutions that drive results. The company has long been a fan of transparent policies to support customer-facing initiatives. When you follow this lead, you’re bound to get even more value out of your telemarketing software. 

Edited by Rory J. Thompson

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