Remember Folks, “The Best Time To Call” Doesn’t Mean “The Only Good Time To Call”

callcenter2Inside sales isn’t easy. It’s an exercise in repetitive unsuccessful contacts and frustrating rejections. With that said, you would think that if a potential customer was to say “I’m interested in buying from you, but can you call me tonight at 6 o’clock?”, the sales person would call them back at 6 o’clock. Surprisingly there are many call center shops out there where that isn’t the case.

We recently worked with a medical supply company that engages in direct to consumer sales through telephonic outreach. The majority of its sales are for reorders, where the attempted parties have an existing relationship with the organization. As part of our Campaign Checkup service we analyzed the dialer logs from four of the company’s revenue generating campaigns. The analysis showed that a large amount of calls resulted in the contacted party requesting a return call at a more convenient time for them. A date and time for the follow up call was almost always provided to the inside sales agent during the conversation. Further analysis revealed that a significant number of the follow up calls were not made on the time and date requested by the customer. There were several reasons for this, including the issue that many customers requested similar times (weekdays between 6 and 8 PM, client time zone). When a call could not be made during the customer’s requested date and time, the dialer technology would choose a random time in the future for the follow up call. Simply put, the strategy was to try to call customers when they wanted and if they couldn’t, roll the dice and hope for the best.

Our Campaign Checkup algorithms discovered that a second call on a later date than requested, but within a two hour window of the time requested was as effective in reaching the customer and converting the sale as calling on the exact date and time requested.

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Optimizing the outbound call campaigns to reflect this finding resulted in improving the campaign engagement rates by 9%. This engagement uplift translated to an increase in annual sales of over $3M. Not too shabby.

So remember folks “Best time to call doesn’t mean the only good time to call”.

Our “Campaign Checkup” service is our most popular offering and is performed solely off a call center’s dialer logs. It’s fast, it involves almost no effort on a call center’s part and we get paid nothing unless we find opportunities for improvement. We charge a fixed price per campaign analyzed, regardless of the resulting uplift to your revenue. The fee also includes five hours of post-discovery consulting to help you implement our recommendations.

If you are interested in our Campaign Checkup service, please contact us.

About Russ Sacks

Russ is the current Managing Director of Exceptional Outcomes. He has over twenty years of experience in the areas of operations research, process excellence and software development. Russ has worked with organizations such as United Technologies, Allied Signal, GM and NASA in implementing computer aided optimization and continuous improvement methods. Russ is a certified Lean Six Sigma Master Black Belt, and has worked in the area of process excellence in both the healthcare and information technology industries. Russ holds a Bachelor of Science in Civil Engineering from Union College, a Master of Science in Management from University of Maryland University College and a Master of Science in Civil Engineering from the University of Vermont.
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