Telemarketing Software Featured Article

CRM Improves the Effectiveness of Telemarketing

November 29, 2016
By Tracey E. Schelmetic - Telemarketing Software Contributor

Customer relationship management has been one of the best enabling technologies for sales forces in recent years. Organizations use CRM to manage, track and analyze customer interactions and data throughout the customer lifecycle in order to improve business relationships with customers, assist in customer retention and drive new sales. It can also help track and monitor the quality of the work being done by the sales team.

Increasingly, organizations that operate inside sales or telemarketing teams are realizing the value of CRM for those functions, as well. To do so, however, the CRM function must be properly integrated with the telemarketing software platform.

“An organization can optimize telemarketing workflow by configuring automations for scheduling, tracking, data capturing, data retrieval and responsiveness – to name a few – when you incorporate a customer relationship management (CRM) solution,” wrote Genie Parker of VanillaSoft in a recent blog post.

Most telemarketing solutions, whether they are purchased software or a cobbled together system of spreadsheets and databases with a dialer, cannot accomplish this native integration with CRM, which turns the CRM into just one more burden that sales team members try to avoid. The result is lackluster results in telemarketing.

The centralization of customer data, coupled with many of the data analytics tools built into many of today’s telemarketing software solutions, can maximize inside salespeople’s’ performances and help managers understand where they may need help or extra training. It’s also a great way to help the sales team customize and personalize the telemarketing sales process, according to Parker.

“You can build queries based on a custom field, call history data and script responses,” she wrote. “Perform different actions on your query results, including changes to your queue, mass-update of fields, mail merging, save custom queries and add more personalized information.”

Other advanced features such as email marketing integration, appointment setting and queue-based lead management can provide an additional advantage: it means that sales reps have a single, easy-to-use interface to manage all customer interactions (rather than the usual process of toggling back and forth between applications trying to make sense of it all). Managers and the sales reps themselves can gain an inside look into multiple contacts, which agents have touched those contacts, and the results of those contacted as well as a complete history, according to Parker.

“The addition of smart logical routing allows for a smooth management of assigning TSRs to an organization, groups within or individual contacts and more,” she noted. “Once more, all contacts are displayed on a single interface to show you real time statistics and results.”

Centralized customer data, centralized workflows and centralized management means telemarketing sales reps always have the most pertinent information and tools at their fingertips at all points in the customer lifecycle. They also mean that managers are better able to manage and train because of increased visibility into the inside sales process. 

Edited by Alicia Young