Personalizing a visitor’s web experience is an essential practice that many marketers perform today. Popular examples include: geo-targeted ads to direct visitors to local pages, using A/B landing page testing platforms like Optimizely to present appropriate content to visitors, and Data Management Platforms like IgnitionOne which allows marketers to compile a variety of data points related to known and anonymous visitors to uniquely target similar audiences. Unfortunately, the personalized experience is typically lost when the visitor picks up the phone to call the business. Here are some tips to continue the personalized experience over the phone.
Automatically route the caller to the correct department
Using dynamic number insertion, unique phone numbers can be displayed on landing pages based on the campaign, adgroup, or keyword that brought the visitor to the website. With this information in hand, you can easily route callers differently and more appropriately. For example, if a visitor entered in, “Nissan Altima repair” a unique phone number associated with the repair ad can be displayed on the landing page. The unique number can route the caller directly service department instead of the main menu where they experience a prolonged process of connecting to the right person.
Geo-route the caller automatically
Instead of having the caller enter in a zip code, automatically route them to the nearest location. The caller may not always know the zip code associated with the area they’re in. Using an application like DialogTech’s store locator allows marketers to automatically route callers to the nearest location based on either their triangulated location (for mobile callers) or registered address (for landlines).
Give the recipient more information about the caller
Personalizing the caller experience is easier if the recipient of the call knows a little more about the visitor. Whisper message technology can provide the recipient with beneficial information like: the source of the visitor, a promo id, or even the keyword that populated the ad that drove the call. All of these data points can be customized and conveyed to the agent prior to connecting them to the caller. DialogTech also offers call center software to display this information on the agent’s computer. This software can be linked to a CRM to provide the agent with additional detailed information if the caller happens to be a current customer.
Promote relative content within the queue
The act of waiting in a queue to speak to a representative is inevitable. However, this experience can be used beneficially to target customers in a new way. At this point, you already know where the caller came from, what ad and keyword drove the call, and it’s highly likely that you know where the customer is located. The combination of these data points can be used to customize what the caller hears while they’re waiting to speak to an agent. Present them with promotions and additional information based on what they’ve already expressed interest in or invite them to come check out a sale at their local store that upcoming weekend.
