Now that customer loyalty is a valued commodity that can pay rich dividends with long-term sales and referrals, many companies are revamping their telemarketing approaches and even their call center structures. Successful strategies take advantage of emerging communications technologies to personalize transactions and link sales to service. Even if you don't plan to make e-commerce the primary sales vehicle for your business, the Internet offers a unique opportunity to build customer relationships and make additional sales. Here are some solutions to consider building into your website and your call center operation. E-mail and fax contact is easy to provide, but responding to messages in a timely manner is the key to building a relationship that can result in sales opportunities.
Software applications can automate the receipt, response, and filing of e-mail and fax messages.
You can then route those messages to agents for immediate response, just like any voice call. The call would likely be returned on a second line so that the customer doesn't have to hang up on the Internet call. This uses the existing dial-up connection, letting the agent answer questions in real time and even take control of the customer's browser to point to the requested information. The agent could then suggest related products or services or identify other items of interest. Post transactions online, regardless of the method of purchase, to allow customers to check billing details or order status from your website.