Tag Archives: Telemarketing

The Importance of Positioning Strategy and Target Market Profile of A Company’s Marketing Plan

23 Jun

A call center company dealing with software product leads must learn the importance of positioning strategy and marketing profile for them to have an edge among their competitors. Positioning is your selling concept; this is what motivates people to purchase your product, depending on the image that you choose to project as your brand to your target market. Your positioning statement will clearly identify where your company wants your product to be in your chosen market, thereby providing the direction of the message that will be communicated to your consumers.

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In your Target Market Profile you have to be able to identify your target customers that will represent the highest profit potential based on common characteristics and similar needs such as the following:

The demographic profile. This pertains to the gender, age, education, income, and ethnic background of the consumers. Depending on your product’s nature, certain characteristics will be more important than others, and some will be completely negligible. For instance, is your brand more appealing to males or females? Or can you say that it is gender neutral? The price of your product will also be a main factor.

The psychographic profile. This is also known as the lifestyle profile composed of three important characteristics namely: interests, activities, and opinions of your prospective buyers. It is essential that you are well-versed with the customers’ behavior because this is how you will know how to reach them by using a compelling message. Also, proper info about their media consumption is also crucial so you will know which platform to use in your campaign.

The geographic profile.  Know that geography will have a great influence on your company’s marketing strategy. Thus, your profile must consider your target market’s location in terms of key market or region. This will influence how the budget will be allocated nationwide. Does your particular brand wish to invest on strong regions or regions that require shoring up?

When doing target market profiling, your description must aptly portray the combination of these three: demographic, psychographic, and the geographic characteristics, or at least ones that are important to your company.

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Improving Customer Service in a Call Center Company

10 Jun

Perhaps your company does an excellent job consistently generating software product leads, you never run out of targeted prospects day after day, week after week. But how is it going with your present clients? And are they coming back repeatedly because of the great service they receive, or do they walk out the door the minute they find out you cannot provide them with the holistic customer service that they expect?

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To better understand the right approach to customer experience, you need to put yourself in your customer’s shoes and look at things from their point of view. Are you aware of the common pet peeves, pain points and churning that go through each call? How is your service level? Do they get an answer promptly or does it take an eternity before someone accepts their call? Are you delivering the kind of service your company has promised or because of poor forecasting and overwhelming contact volume you just find it difficult to cope? Are the set rules and policies set by the call center management having a positive or negative impact on your customers?

You cannot expect to gain trust and loyalty from your customers unless you provide them the key elements of an efficient and reliable contact center such as:

-Easy access to needed info, inquiries, purchases, complaints, trouble-shooting concerning your product/service.

-Quick access to service. Do they need to provide their account number a gazillion times to receive a reply, an email, a call, or resolve a relatively simple problem?

-Do they get what they need from you? If so was it quick, easy, understandable? Or did they end up more confused prior to making the call?

You need to be able to answer these questions first to know the present state of the kind of customer service you are providing and therefore make room for improvement. Unless you do this you will never be able to align your contact center with the brand message you are promoting. First you need to equip yourself with the needed building blocks to provide your desired customer service experience, then you can already determine which policies and/or procedures can either be implemented or eradicated to serve your company’s and customers’ best interests.