Calling all customers

Cold calling can be as much fun as a cold shower in winter. However, reaching out to existing customers with warmth and respect can be rewarding

March 4, 2010

By Adam Goodvach

The GFC changed things. No one is quite sure exactly how, but it has. Now banks are trying to figure out the new reality. In an attempt to extract and retain existing customers, banks have been conducting more proactive outbound calling campaigns. The opportunities are present but the techniques required for outbound calling are more advanced than for regular call centre interactions.

One effect of the GFC's trauma has been a greater recognition of the value of existing customers and the opportunity they present. In a climate where people were reluctant to switch banks, growth was going to come for the existing, generally large, customer bases of the big banks. Now that we are back in a normalised economic environment, banks are still focused on exploring their customers.

One client of mine called the outbound calling of customers an 'evil' that they had never considered prior to the GFC. They worried about whether it was consistent with their brand and the reaction of customers who were not expecting these calls. Certainly, the stigma attached to outbound calling is a real one, with the impacts of negative perception driven by a history of unwanted, unsolicited and annoying cold calling. A difficult environment challenged management to move beyond concerns about branding impact and change their approach.

The degree to which a person is receptive to an outbound call often differs depending on how the call is positioned. Warm outbound calls made to customers who have responded to a campaign or who have been recommended by a referral network may be received differently to that of an outbound call made to an existing customer who is not expecting a call. The purpose or intent of the call will often determine the willingness of the customer to engage in a constructive, sales-related conversation.

Respect is the key to success in outbound calling. Appreciating the customer and their existing relationship is an integral part of the formula for a successful call. This extends to being upfront with the customer regarding the purpose and expected length of your call before confirming if it is a convenient time for the customer to talk with you.

Time for a chat?
A customer will modify their decision about whether they have time to speak when they can evaluate the importance of the call. Our research shows that many agents are not meeting this basic requirement in the calls we assess - what impact is this having on the rest of the conversation?

Moving beyond the introduction, the success of the call then relies on the customer believing that you can fill a need. Through the art of effective questioning techniques, a consultant can quickly determine broad and specific needs of a customer in order to present an appropriate solution. The most effective mechanism for bridging to a needs discovery process is to ask the customer for permission to ask questions. This is appreciated and is an effective way of opening up the customer to  a conversation that may lead to a sale.

One of the great challenges in an outbound call centre is maintaining a constructive and motivating work environment. Any agent who has been active in outbound calling will know that, despite their best efforts, unrelenting rejection can be difficult to overcome. Coaches and team leaders need to ensure that there is equal focus on recognising the input (how and what is being said) and the output (sales/successful outcomes).

Psychological studies show that re-telling positive or negative experiences have a major impact on a person's attitude. The anticipation of the agent is key in setting the tone of the conversation and its overall success. Skill sharing workshops and blogging can provide the opportunity for agents to share their greatest sales stories and learn from each other's success.

The challenge of outbound calling is real. Fortunately, when conversations are handled well, success makes the whole exercise worthwhile.

Dos and don'ts of successful outbound calling

1. POSITION your call positively and politely.

2. BE assertive but not pushy.

3. ALWAYS have the customer's best interests at heart.

4. BUILD a constructive and motivating work environment.

5. APPRECIATE what you can learn from rejection.

Adam Goodvach is the chief executive officer of customer experience benchmarking company Global Reviews.