For a call center manager, setting up a successful outbound campaign can pose a challenge. With a variety of factors to consider, the stakes are often high to ensure a campaign is optimized and streamlined. The key to call center campaign management is segmenting your data and resources.
Perhaps some of the most important things to consider segmenting are:
- Leads list
- Caller ID
- Dialer settings
But more on that in the “What to Segment” section. First, let’s dive into segmentation itself.
What is Customer or Audience Segmentation?
Grouping individuals by shared characteristics is known as customer segmentation. Businesses of all types use this tactic to improve targeting strategies.
The usual types of segmentation are:
- Mindset or attitude
Demographics are attributes of individuals, such as:
- Marital status
Behavioral attributes are based on actions these individuals take, such as:
- Online buying behavior
- Types of devices they own
- Social platforms they frequent
Mindset or attitude attributes provide clues into such things as perceptions and interests. These attributes allude to why the individual prefers certain:
- Movie genres
- Lifestyle values
Geographic attributes refer to where the individual lives and/or works. You can make this target demographic as wide or narrow as you prefer, from zip code to state to nation and beyond.
5 Characteristics of Strong Segmentation
For segmentation to provide useful information, it must meet the following requirements:
1. Focused but meaningful
Don’t segment so pinpointedly that any marketing program specifically targeted towards the segment would lead to negative return on investment (ROI). The segment ought to be the largest group of potential that are worth your time and investment.
When you review your segments, each one should be clearly different than another. Also, you should have a pretty clear idea of how each segment will respond to various different campaigns, approaches, or strategies.
The structure of your segments should clearly illustrate that each specific segment aids specific marketing goals. For instance, segmenting an audience based on hair color has little to no value whatsoever.
It should be clearly possible for your team to come up with strategies that efficiently and effectively attract each targeted segment.
Each segment’s stability is crucial to its long-term strategies. For instance, if you’re segmenting based on age, some of your target audience is going to move into another age segment while others are going to move into this current one. Have a fluid plan for those parts of your audience segments that will change composition, but maintain each segment’s stability.
What Data You Need to Segment for Your Call Center Campaign
There are four main types of data your call center receives that must be segmented appropriately.
Your leads list is the most important area of data to segment. This can help refine the rest of your campaign depending on the demographics of your leads. One of the first factors of lead segmentation is by “explicit segmentation” or “implicit segmentation”.
Customers and leads often provide information clearly through:
- Lead generating activities
- Buying behaviors they’ve shared with your agents
This is information that’s not explicitly given, but more implied through:
- Buying behaviors you’ve uncovered through your own research
Also remember, once your leads convert to customers, segmentation is still a priority. The way a lead was segmented during a campaign may change once they become a customer for several reasons. For instance, you can further segment by behavior, which becomes more detailed as a customer – and for the simple fact you know more about a prospect after they’ve converted.
Determining your lead demographics will tie into the next aspect of the segmentation campaign.
Your calling scripts should cater to your lead list to improve conversion rates and increase profitability. After identifying your target demographic, devise call scripts that maximize your agents’ engagement. This will increase the chance of leading to a sale.
After identifying your leads and the scripts to use, it’s essential you select how your caller ID will display. Is your list localized to the same region? If so, you may want to consider dialing out with local numbers. If your campaign is diversified nationwide, you may want to consider using toll free numbers to dial your leads.
While your calling scripts increase the odds of conversion, your caller ID will help improve your answer rates. In addition, scanning your outbound numbers to check for flags is an essential part of managing your caller IDs in campaigns. Because of the rise in robocalls, spam and scam calls, you need to monitor your numbers and take care of any flag issues as soon as possible. Sometimes numbers are flagged incorrectly for a variety of reasons.
Dialer configuration is another important aspect of segmentation in call centre campaign management. Most important are the notes your agents leave after contacts. Leads that can’t be reached can be added to a “lead recycling” list that will allow follow-up contact at a later date.
Dialing speed should also be optimized to ensure calls aren’t dropped. If a customer answers your call to find there is no agent on the other end this could lead to higher flag rates on your numbers.
For inbound and blended call centers, using an IVR to direct inbound calls to the appropriate departments or agents can help with first call resolution rates.
Capitalizing on Call Center Campaign Management Segmentation
Using the proper segmentation and engagement methods will provide more focused campaigns that generate more opportunities. Improving your processes, lists, scripts and dialer settings will help to reduce costs and increase potential profits for your campaigns.