WHITE PAPER
Integrate Intelligent
Voice Broadcasting
into Your Marketing
and Sales Strategy
New Ways to Integrate Intelligent Voice Broadcasting into Your Marketing and Sales Strategy 2
Executive Summary
© 2015 Dia...
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© 2015 DialogTech | 855.444.7564 | dialogtech.com | twitter.com/dialogtech | dialogtech.com/blog
New Ways to Integrate I...
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© 2015 DialogTech | 855.444.7564 | dialogtech.com | twitter.com/dialogtech | dialogtech.com/blog
New Ways to Integrate I...
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© 2015 DialogTech | 855.444.7564 | dialogtech.com | twitter.com/dialogtech | dialogtech.com/blog
New Ways to Integrate I...
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© 2015 DialogTech | 855.444.7564 | dialogtech.com | twitter.com/dialogtech | dialogtech.com/blog
New Ways to Integrate I...
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© 2015 DialogTech | 855.444.7564 | dialogtech.com | twitter.com/dialogtech | dialogtech.com/blog
New Ways to Integrate I...
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© 2015 DialogTech | 855.444.7564 | dialogtech.com | twitter.com/dialogtech | dialogtech.com/blog
New Ways to Integrate I...
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© 2015 DialogTech | 855.444.7564 | dialogtech.com | twitter.com/dialogtech | dialogtech.com/blog
New Ways to Integrate I...
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© 2015 DialogTech | 855.444.7564 | dialogtech.com | twitter.com/dialogtech | dialogtech.com/blog
New Ways to Integrate ...
About DialogTech
DialogTech manages, measures, and automates voice
conversations with your customers and prospects.
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New Ways to Integrate Intelligent Voice Broadcasting Into Your Marketing and Sales Strategy

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When you hear the term “voice broadcasting,” you may think of an automated phone message from your kids’ soccer coach reminding you of practice next week or a boring marketing blast. Most people think of voice broadcasting as an impersonal, inflexible message that doesn’t give the recipient the option to ask questions, reschedule, or connect with a real person. But voice broadcasting is more than a simple recorded phone message; it’s an interactive customer notification tool.

Today marketing and sales professionals are using intelligent voice broadcasts to cut costs, save time, and generate leads and revenue. They have become an effective strategy for improving customer engagement and satisfaction.

This white paper explains how marketing and sales professionals are using intelligent voice broadcasting today. It presents specific use cases on how voice broadcasting can increase revenue and improve customer communications. It also discusses how voice-based marketing automation technologies are making it easy for marketers and salespeople to implement intelligent voice broadcasting.

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New Ways to Integrate Intelligent Voice Broadcasting Into Your Marketing and Sales Strategy

  1. 1. WHITE PAPER Integrate Intelligent Voice Broadcasting into Your Marketing and Sales Strategy
  2. 2. New Ways to Integrate Intelligent Voice Broadcasting into Your Marketing and Sales Strategy 2 Executive Summary © 2015 DialogTech | 855.444.7564 | dialogtech.com | twitter.com/dialogtech | dialogtech.com/blog 1 When you hear the term “voice broadcasting,” you may think of an automated phone message from your kids’ soccer coach reminding you of practice next week or a boring marketing blast. Most people think of voice broadcasting as an impersonal, inflexible message that doesn’t give the recipient the option to ask questions, reschedule, or connect with a real person. But voice broadcasting is more than a simple recorded phone message; it’s an interactive customer notification tool. Today marketing and sales professionals are using intelligent voice broadcasts to cut costs, save time, and generate leads and revenue. They have become an effective strategy for improving customer engagement and satisfaction. This white paper explains how marketing and sales professionals are using intelligent voice broadcasting today. It presents specific use cases on how voice broadcasting can increase revenue and improve customer communications. It also discusses how voice-based marketing automation technologies are making it easy for marketers and salespeople to implement intelligent voice broadcasting.
  3. 3. 3 © 2015 DialogTech | 855.444.7564 | dialogtech.com | twitter.com/dialogtech | dialogtech.com/blog New Ways to Integrate Intelligent Voice Broadcasting into Your Marketing and Sales Strategy 33 What Is Voice Broadcasting, Exactly? 3333332 First, let’s address what a voice broadcast is and how it has been used in the past. A voice broadcast is an automated message that businesses send to a group or segment of customers via phone. In the past, technical expertise was required to set up voice broadcasting. It lacked the ability to personalize parts of the message for each recipient or give them the ability to interact with the recording. Voice broadcasting was strictly a one-way communication from business to customers. Today, however, technologies exist that make it easy for anyone to set up personalized and interactive voice broadcasts, even with minimal technical knowledge. Because of this newfound ease of creating intelligent voice broadcasts, they have become an extremely popular means of automating a variety of previously time-consuming and often complex manual tasks, such as: • Marketing a personalized promotion to customers • Conducting an outbound customer satisfaction survey • Confirming, cancelling, or changing upcoming appointments • Filling or selling available inventory • Notifying customers of a product update or urgent message FTC and FCC Compliance Voice broadcasting technology must comply with FTC and FCC regulations that place limits on automated outbound voice broadcast delivery. Regulations range from prohibiting certain types of calls or callers to mandating information and functions that must be provided by the call, such as immediately identifying the caller and the call’s purpose, and making an opt-out feature available. There are other requirements as well. For more details visit: http://business.ftc.gov/ advertising-and-marketing/telemarketing
  4. 4. 4 © 2015 DialogTech | 855.444.7564 | dialogtech.com | twitter.com/dialogtech | dialogtech.com/blog New Ways to Integrate Intelligent Voice Broadcasting into Your Marketing and Sales Strategy 444443 Marketing Communication with Intelligent Voice Broadcasting A study from September 2012 by Aberdeen Group found that 66% of customer interactions involve voice conversations via phone. 1 Simply put, customers still want to talk to the people they do business with. Marketers are using voice broadcasting to satisfy this need and to remain engaged with prospects and customers. Similar to email and social media, voice broadcasting is an additional avenue for marketing communication. By adding voice broadcasting to the marketing mix, marketers can quickly compliment other marketing strategies by automating voice connections with customers. Intelligent Voice Broadcasting with CRM Integration By integrating voice broadcasting with their CRM systems, marketers across industries are experiencing a wave a new ways to connect with customers and promote their products or services. For example, let’s say a car dealership wants to advertise a promotion to prospects that have visited the lot in the past six months but didn’t make a purchase. They can set up an intelligent voice broadcast to go out to those leads in their CRM system that references each person by name and mentions the specific car they had looked at is now on sale. The dealership can also use voice broadcasting to encourage new buyers to visit their service center. Sales managers can set up a voice broadcast to go out automatically a few weeks after someone purchases a car. This message could be a personalized promotion that includes each customer’s name and the vehicle they purchased and offers them 10% off their first oil change. This process can be easily repeated for offers that occur on an ongoing basis. When setting up personalized voice broadcast promotions such as this, customers must have opted-in via FTC and FCC regulations.
  5. 5. 5 © 2015 DialogTech | 855.444.7564 | dialogtech.com | twitter.com/dialogtech | dialogtech.com/blog New Ways to Integrate Intelligent Voice Broadcasting into Your Marketing and Sales Strategy 54 Intelligent Voice Broadcast for Revenue Generation Employees of a gas company were used to spending every Monday making more than 1,700 phone calls to customers. The phone calls surveyed customers for ordering information regarding propane tanks. The gas company needed this information to evaluate how many propane tanks they needed to order for delivery each week. This time-consuming process took eight employees an entire day of work, every week. The gas company was able to use voice broadcasting to automate a survey with the same questions, and have the customer’s answers recorded in a database. By automating these phone calls, the gas company saved more than 60 hours per week of employee time that was previously spent making phone calls. Pharmacies also use intelligent voice broadcasting to increase revenue by automating the process of prescription refills. Pharmacies send personalized broadcasts with the current date, customer name, and medications that need refilling. Then, the customer is offered the option to refill the medication immediately over the phone, or to connect to an IVR or live agent to ask questions. Property management and real estate professionals use voice broadcasting similarly to call properties for lists of available units. DPS Integrates Voice Broadcasting API for 1,600 Clients Dealer Product Services (DPS) provides marketing solutions to more than 1,600 automotive retail clients. By integrating voice broadcasts into their clients’ CRM systems, they were able to automate advertising phone calls to prospects, customers, and vendors about warranty renewals, oil changes, and other services. Using DialogTech’s voice broadcasting and API, DPS was able to quickly and cost-effectively integrate its clients CRM systems with DialogTech’s interactive voice broadcasting technology. “We chose DialogTech due to their flexibility and their programming expertise,” said Tim O’Neal, President and CEO of DPS. “They have helped us integrate our systems, streamline processes, and automate all of our call delivery.”
  6. 6. 6 © 2015 DialogTech | 855.444.7564 | dialogtech.com | twitter.com/dialogtech | dialogtech.com/blog New Ways to Integrate Intelligent Voice Broadcasting into Your Marketing and Sales Strategy 6 Marketers and sales professionals gather information from their customers via outbound surveys. They then use this data to improve processes and increase customer satisfaction. By automating this process, businesses also save time and money. Customer Satisfaction Surveys A company that delivers appliances and electronics to people’s homes had been emailing post-appointment customer satisfaction surveys to monitor the quality of service their customers were receiving. These emails were usually ignored. Using intelligent voice broadcasting to build an outbound survey with IVR (interactive voice response), the company was able to send a short, automated phone survey to each customer after a delivery. By integrating the intelligent voice broadcast survey into their CRM, their customers automatically received the broadcast minutes after the delivery was completed, and all of their answers were stored in the system. The IVR voice broadcast survey had much higher return rates than the email survey. 5 Using the data collected from the phone surveys, the home delivery company was able to improve the quality of service their customers were receiving by monitoring the performance of their employees. To comply with FTC and FCC regulations, you must include the ability for customers to opt-out of these communications. Political Surveys and Donations Political campaigners use voice broadcasting to automate the process of collecting signatures for a petition. Campaigners create intelligent outbound surveys that explain the political issue at hand, ask the recipient to sign the petition by pressing “1”, and offer the option to make a campaign donation by transferring to a call center. Using a voice broadcast to gather petition signatures and support, politicians save money by only needing a few agents on hand to collect donations from interested parties. Political marketers then use data from the survey to build a list of people to market to in the future, as well as to aggregate information on survey responses and a list of donors. Outbound Customer Surveys with Interactive Voice Broadcasting
  7. 7. 7 © 2015 DialogTech | 855.444.7564 | dialogtech.com | twitter.com/dialogtech | dialogtech.com/blog New Ways to Integrate Intelligent Voice Broadcasting into Your Marketing and Sales Strategy 7 Go Configure is a product delivery and installation company with over $14 million in sales. By implementing DialogTech’s voice broadcasting and IVR technologies; Go Configure automated voice broadcast calls to suppliers, drivers, and customers for each delivery. Prior to implementing voice broadcast, Go Configure was making five calls for each customer delivery. Go Configure set up voice broadcasting for all customer deliveries. Within the voice broadcast, the customer is offered the intelligent option to transfer to an IVR or live agent. If the customer needs to reschedule their delivery appointment or ask questions, the smart voice broadcast will transfer them to the IVR or a live agent. Using voice broadcast to automate these phone calls, Go Configure was able grow their business without increasing staffing expenses, saving the company over $70,000 per year. 6 Intelligent Voice Broadcasting for Appointment Reminders Confirming and rescheduling appointments is a process that takes up hours on end each day for many businesses. By automating this process, time and money is saved by reducing missed appointments and filling them with paying customers. A study from the Journal of Dental Education showed that by automating appointment reminders, dental offices were able to reduce no-show appointments by 30%. Following this reduction, the study found these offices were able to increase revenue by over $400,000. 2 By offering people the option to transfer to a real receptionist or to an interactive voice response (IVR), voice broadcasts become intelligent. Customers can reschedule appointments or ask questions after being transferred. Another intelligent feature is the ability to personalize the voice broadcast with the current date, time, and customer name. These intelligent features are what make automated appointment reminders a revenue-increasing tool. Automating appointment reminders with voice broadcasting saves employee time by eliminating the hours they would spend making phone calls each week. It also increases revenue by filling empty appointment spots with paying customers. Go Configure Saves $70,000 Using Voice Broadcasting
  8. 8. 8 © 2015 DialogTech | 855.444.7564 | dialogtech.com | twitter.com/dialogtech | dialogtech.com/blog New Ways to Integrate Intelligent Voice Broadcasting into Your Marketing and Sales Strategy 87 Keeping customers in the know of vital, often urgent, information is a requirement of high quality customer service. Using voice broadcasting as a means to communicate urgent messages is another way businesses keep their customers satisfied. Travel Notifications Airlines, hotels, and car rental companies have been using voice broadcasts for years to relay time sensitive messages to their customers. An airline experiencing extreme delays due to inclement weather can automate voice broadcasts to customers who have delayed flights taking off in the next 24 hours. Fraud Prevention Banking institutions use voice broadcasting to send out voice broadcasts when account activity has been flagged as fraudulent. This helps customers monitor the safety of credit cards, debit cards and savings accounts while enabling identity theft notifications. Systems Downtime Software and hosting companies can use voice broadcasting to inform customers when systems are down due to a software upgrade or due to emergency outages. Web hosting companies who experienced outages after Hurricane Sandy used voice broadcasting to contact customers throughout the United States to notify them of outages due to hurricane damage. Payment Reminders Collecting payments from past due accounts is another necessary activity that can consume several hours of employee time every week. By automating the process of reminding customers to pay their bill, businesses increase the number of past-due account payments received. In this scenario, the past due account will receive an automated and personalized phone call, informing the specific customer of their outstanding balance. The customer then has the option to transfer to a call center to pay their bill over the phone. Product and Service Notifications
  9. 9. 9 © 2015 DialogTech | 855.444.7564 | dialogtech.com | twitter.com/dialogtech | dialogtech.com/blog New Ways to Integrate Intelligent Voice Broadcasting into Your Marketing and Sales Strategy 9 • Real-Time Reporting: Voice-based marketing automation technology gives you access to real-time data on your voice broadcasts: how many went out, how many were answered, and how many went to voice mail. View data on how each person responded to customer survey questions, who got transferred to a live agent, and more. • Voice Mail Detection: Detect whether a live person or answering machine has picked up the call. You then have the option of leaving a custom message on answering machines, or simply hanging up and rescheduling the call for a later time. 1. Can you manage and schedule voice broadcasts without assistance from the vendor or a developer? 2. Does the vendor have the ability to detect whether a live person or voice mail picked up the broadcast? 3. Is it possible to create an interactive broadcast using IVR technology? 4. Are you able to record your voice broadcasts after they’ve been transferred to a live agent? 5. Do you have instant access to downloadable reports? Top Five Questions to Ask a Voice Broadcasting Vendor 8 Voice-based marketing automation is a technology that makes it easy for anyone to create a personalized and interactive voice broadcast campaign. The emergence of this technology is one of the driving factors behind the rise in popularity of voice broadcasting for businesses. • CRM Integration for Event-Based Triggering: By integrating voice broadcasting with your CRM, you can set up events that automatically trigger an intelligent voice broadcast. Events can be based on specific dates, customer interaction history, or any other factor. CRM integration also enables personalization of customer voice broadcasts, so you can set up a single message that automatically includes each recipient’s name and account details. • Iteractive Voice Response: Integrating IVR within a voice broadcast enables sales and marketers to conduct surveys and make their messages interactive. You can ask recipients questions and customize messages based on their response. You can also give recipients the option to transfer immediately to a live agent. Voice Broadcasting and Voice-Based Marketing Automation
  10. 10. 10 © 2015 DialogTech | 855.444.7564 | dialogtech.com | twitter.com/dialogtech | dialogtech.com/blog New Ways to Integrate Intelligent Voice Broadcasting into Your Marketing and Sales Strategy 109 Conclusion Next Steps Call DialogTech’s today at 855.228.4623 to learn how integrating IVR into B2B lead gen campaigns will help you grow revenue. You can also learn how successful marketers are using IVR at DialogTech.com. Sources: 1. Aberdeen Group, ‘Speech Analytics Report’, September 2012 2. Journal of Dental Education, ‘The Reduction of Broken Appointment Rates Through An Automated Appointment Confirmation System’, 2003 Today, voice broadcasting is more than just a one-way communication tool. It’s an interactive solution that enables sales and marketing professionals to save time, increase revenue and improve customer satisfaction. Thanks to the availability of voice-based marketing automation technologies, the use case scenarios for voice broadcasting are endless.
  11. 11. About DialogTech DialogTech manages, measures, and automates voice conversations with your customers and prospects. These conversations cannot be managed using marketing automation or CRM software alone. Without DialogTech’s voice-based marketing automation platform, catching these interactions is like fishing with a hole in the bottom of your net – leads and information fall out. The DialogTech suite is a set of software-as-a-service applications including ad tracking, lead distribution, hosted IVR, and voice broadcasting. Companies of all sizes and across all industries use DialogTech, including direct response, health care, real estate, home services, and lead generation. Learn more at www.DialogTech.com. www.DialogTech.com Twitter: http://twitter.com/DialogTech Facebook: http://facebook.com/DialogTech 800-568-1121 300 West Adams Street, 9th Floor Chicago, IL 60606 About DialogTech DialogTech manages, measures, and automates voice conversations with your customers and prospects. These conversations cannot be managed using marketing automation or CRM software alone. Without DialogTech’s voice-based marketing automation platform, catching these interactions is like fishing with a hole in the bottom of your net – leads and information fall out. The DialogTech suite is a set of software-as-a-service applications including ad tracking, lead distribution, hosted IVR, and voice broadcasting. Companies of all sizes and across all industries use DialogTech, including direct response, health care, real estate, home services, and lead generation. Learn more at dialogtech.com. dialogtech.com Twitter: twitter.com/dialogtech Facebook: facebook.com/dialogtech 855.351.0726 300 West Adams Street, 9th Floor Chicago, IL 60606

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