1. TRENDS IN TELEMARKETING
BY : SACHIN BHATIA
VICE PRESIDENT - DRISHTI

2. Agenda Introduction Tele-Marketing Let’s Define it
Perspectives and Trends
Customer
Geography
Compliance
Outsourcing
Technology
Putting it all together
Takeaways
About Us
QnA and Closing Remarks
5 Mins
20 Mins
5-10 Mins
5-10 Mins

3. Tele-Marketing Definition
Telemarketing The business of selling products or services by making unsolicited telephone calls to potential customers.
Telemarketing (known as telesales in the UK and Ireland) is a method of direct marketing in which a salesperson solicits to prospective customers to buy products or services, either over the phone or through a subsequent face to face or Web conferencing appointment scheduled during the call.
Telemarketing can also include recorded sales pitches programmed to be played over the phone via automatic dialing. Telemarketing has come under fire in recent years, being viewed as an annoyance by many.
WHAT SHOULD WE CALL IT TODAY
BIG QUESTION: WHAT WILL WE CALL IT TOMORROW?

4. DEFINITION OF TELE-MARKETING.
What has changed?
Consumer is more reachable through various mediums ( s, IM, Social Network, Mobile)
Technology has become powerful and affordable.
Sales has become a science not an Art.
-- Havard Business Review
Reliable Market research and analytics information is available
DEFINITION OF TELE-MARKETING.
Telemarketing is a PROCESS to offer a product / service to a customer who requires it, at a time when he requires it. The CHENNALS include SMS, , Web, Phone, Fax to reach the customer in a NON-INTRUSIVE manner.
It is often supported by MARKET RESEARCH with clearly established needs and technology that allows reaching the customer in a most COST-EFFECTIVE manner.

5. From Need to Sale -> 20 Minutes
Lets Gaze into the crystal ball
Tommy is typing a mail to his friend in manila, complaining that his phone line is really bad, He had to get off a conference call because of the bad line.
Our friend Google The Oracle uses their multi billion dollar Analytics engine and shows Tommy a small ad just above his mail window saying: EXCELLENT PHONE LINES, CRYSTAL CLEAR CLARITY NOW IN MANILA!
Tommy clicks it obviously to know more about it.
He gets connected to a sales representative over chat and after a brief understanding the Sales rep suggests Tommy if the company can call him (If he wants over the web)
The Telecenter calls Tommy and describes the agreement. “Wow I don’t even have to change the number”
Sale is Closed.
From Need to Sale -> 20 Minutes

6. Customer Business to Consumer - Market Research
- Cold Calling for Financial / Telecom Services
- Appointment Generation
Business to Business
- Events and Opportunities
Corporate Services
Relationship oriented

7. Customer - Trends Business to Consumer
Integration of Customer Services and Telesales
Cold Calls only for research (Preferably some Incentive)
Pull based Interactions to increase
Outsourcing to 3rd party providers would increase
Business to Business
Will continue to be a in-house function
Separate function but more closely tied with Corporate Sales and Account Management
- Surveys, Feedback would increase as compared to Sales

8. Geography The West (US, UK) - Strong Personal Privacy framework
- Research information available
- Alternate Media adaption (Web, ) already started
- Strong Legal framework – Transactions over Phone
APAC
- Right Agent – Language / Skill challenge
- Research information not well published, Usually for Lead generation, Research
Alternate channels adaption slow
- Cost per contact low

9. Geography-Trends APAC
Investment into Right Technology / Toosl would increase
Focus on measurable Processes and Standards
Increasing outsourcing and profit sharing deals with 3rd party vendors
Service providers who integrate various functions would win more deals. Vertical knowledge would be a MUST HAVE
Market research, Loyalty management companies would play a major role.

10. Compliance DO-NOT-CALL Examples of National Level Initiatives
INDIA - NDNC
US – FTC
UK – OFCOM
Usually set with an objective of regulating telemarketing and giving option to consumers to opt-out
Some of these initiatives have failed because of lack of accountability.
Idea with which this should be done is to make it accessible via various stake holders’ and various systems.

11. Compliance - Trends
As the volumes increase in APAC more and more countries will have one or other form of Do-Not-Call Registry
Technology would allow Real Time scanning of DNC and a more integrated approach. Some of the current systems just don’t deliver.
Research Survey with incentives rather than Hard Selling would be a major function of telemarketing.
Alternate (Non-Intrusive) channels would gain share as a medium of interaction.
Industry and governments would work together on this with common goal.

12. Inhouse vs Outsource When to Outsource?
- Well defined portfolio, Market research available
- Measurable Sales Process
- Outsource Market research
- DO-IT-YOURSELF first
- Usually for B2C
- B2B only Market Research
Concerns
- Data Security
- Passion / Control

13. Outsourcing - Trends
Cost is still the biggest driver for outsourcing. That would change with outsourcers bringing in more methodical approach to Sales [SCIENCE not ART]
Risk / Profit sharing would become a major driver. [PARTNER not VENDOR]
With SOA (Service Oriented Architecture) and VoIP Integration of Backend processes with outsourced partner now possible.
Companies which can add value with data / processes would gather major share of the business.
Economies of scale and specialization would mean consolidation in the service provider space.

14. Technology Automated Dialer IVR ACD and Blending
Unification of Media (Unified Communication) [SMS, Web, Chat, , Phone]
Work Force Management
- Voice Logging
- Performance Management
- Quality Monitoring
CRM
CATI (Market Research)
Analytics

15. Dialer
A system used to automate outbound calls and direct them to an agent when a live person answers. Predictive dialing screens out answering machines, busy signals or operator intercepts and records the results
Reduces Cost per Contact
Increases Agent productivity
Can be used as a broadcast medium, Custom messages
Usually integrated with CRM for screen-pop information of the client who is connected.
Focus on Meaningful contacts rather then just contacts
Tighter integration with Back-End Data and Real-time systems like Web.
Multi-skilled Agents allowing cross selling and upselling

16. ACD
ACD is an acronym for Automatic Call Distributors, a telephony term for a facility that automatically routes incoming calls to the next BEST AVAILABLE AGENT.
Allows Calls to be routed as per priority and Skill
Allows mapping of Service levels to technology.
Usually integrated with CRM for screen-pop information of the client who is connect
Blending would be more frequently used for optimal utilization of agents.
VOIP/Work from home allowing multi-site integrations and real time strategies in call routing.
Full automation (Self Service) on routine enquiries.
Customer support slowly shifting to a profit center.

17. Unified Communications
A communications system that includes three or more of the following elements: voice, unified messaging, video, mobility, web/data collaboration, conferencing and presence management.
Allows various media channels to be used in a single business process.
Same Agent could be interacting with various customer using multiple channels.
More and More interactions would happen on non-intrusive media.
Multiple media channels in a single interaction would allow business to be conducted faster.
Telcos adopting VOIP would be a single biggest driver.

18. WFM / Analytics
A set of tools to monitor, Measure and improve productivity. It also allows to forecast and plan workforce as per desired service levels.
Quality monitoring and performance management a must for all sized operations.
Forecasting and planning for large > 500 seats operations.
Standalone solutions of not much help. Should be well integrated with the basic Contact center system.
Most small scale centers don’t know what to do with the tools, as processes become measurable these tools help them improve further.
Integration would play a major role in WFM tools.
With WFM tools deploying muti-tasking, and still maintaining SLAs, would be easier reducing Cost per contact further.

19. Technology - Trends
Because of volatility SaaS models would gain market share
Standalone TeleSales -> Upselling, Cross-Selling, Multi-Media tools
VOIP would reduce cost per contact.
- Telco Cost
Work From Home
In the cost structure the overall costs would go down and share of technology would increase.

20. Case Study
Education vertical

21. WLC (Weighan and Leigh College)
WLCI offers Advanced and Professional level programmes in Business Economics, Advertising & Graphic Design, Fashion Technology and Media for undergraduate and graduate students. In addition to WLCI certificates, their students are awarded internationally recognized diploma by Weighan & Leigh College U.K.
Leading professional training provider
Established in 1996
Over 40 locations across the country
Multiple Courses and Traineeship Programmes
Multi-media reach-out to present and prospective Students

22. Requirement Overview
Interaction management (Customer Care and Telemarketing) with Voice, SMS, , Chat, Web
Toll Free Number
Bulk SMSs/
Premium service SMS handling
CRM and Automation
Multi-site, Multi-tenant system for over 10 sites

23. WLC Marketing Cycle
WLC markets through TV, Radio, Web and Print media and the prospects contact the institute via Toll Free Phone Numbers, Premium SMS Numbers published, , Web queries, as well as Live Chat Sessions. Besides these, CSR at WLC also reach out to present students and prospects via Voice, SMS and broadcast.

24. Architecture

25. Highlights of solution
Customer care with customized CRM and screen pop
While on call, agent can / SMS
Full featured ACD/IVR for self and assisted service
Web queries response
SMS (premium service) handling with automated Callbacks
Response as well as marketing broadcast
Chat (interactive) sessions
Bulk SMS/ / Voice broadcast
Quality control and supervision (on all interactions)

26. Customer Care with Customized CRM
Caller
A caller can contact the university via Toll Free number/ Premium SMS service/ / Live Chat
On resolution, a Phone/ SMS/ notification is sent to customer
Complete Interaction Management with Helpdesk
SMS
IVR (Self-Service)
Chat
Phone
Web
An agent gets a screen pop with the relevant details (as per the media)
Helpdesk

27. Typical Interaction Flow – managed by ACD & IVR
Example:
A student wants information regarding Courses offered and admissions
Query via any channel
Various Queues can be created as per university policy
Operations
Finance
Admissions

28. Case 1: IVR flow without database integration
Admission Department
SME B
SME A
Connected to SME A
Subject Matter Expert A >>
Gets connected to student A (after #9 is pressed)
Conveys admission Information/ eligibility information, but is not sure about scholarship eligibility
Conferences with SME B who knows all about scholarships
SME B talks to student while all three are in conference
Hangs up after all doubts are clarified
Student A >>
Calls the university number and hears IVR options
Presses #1 For general admission announcements
Presses #3 To know about the last submission dates
Presses #4 to know about the Admission Eligibility
Has a question. Presses #9 to speak to a customer rep

29. Case 2: IVR Callflow (with Integrated Database)
Students call up to know last semester exam scores without talking to the agents or waiting in queues
Student calls IVR number
System asks for language selection,
Authentication by Student ID, DoB
On success the IVR fetches details from database about exam scores
System plays the score for caller via TTS
Authentication
IVR Module
IVR Module fetches information from DB

30. Web Callback
Agent connected to caller by the system automatically as soon as submit button is clicked
Name: Ankur Sharma
Phone:
Query: Need information on admission
System calls the web visitor and connects agent to him
Hello Mr Sharma! We received a query regarding admissions
Customer enters name, contact info and query on the website to request immediate callback from a specific department.

31. SMS triggered Callback
Institute Name_Course Code/Query_Student’s Name SMS to a Premium Number
On accepting, Agent is connected to caller by the system automatically
Hello Mr. (Student name)! How can I help you?
Student sends an SMS to the university requesting information regarding a course or any general information.
System pops up the SMS information and asks agent to proceed with call?

32. Your scholarship has been approved. You’ll see it…
Live Web Chat
Chat module pops up and agents starts responding
Want to know about my scholarship status. Can you please check and let me know
Your scholarship has been approved. You’ll see it…
Customer enters a message along with a query
System pops the message to the chat rep who can answer the questions

33. Voice/SMS/Email broadcasting
IVM Module throws broadcast Calls/SMS/ to students/ faculty based on a rule. For example, change of exam can be communicated to students of a class
Step 1: Calls initiated by the dialer+ACD (IVM) Module to student list
Step 2: System plays the message to the student (E.g.: the exam time for the finance 101 exam has been changed to 4 p.m, on 29th July)
Step 3: Student hears the message related to exams
1,2,3: Message played out

34. Supervisor interface
The customer details are visible in this area, so a supervisor can see who’s being services
CSR and queue related information is shown in this panel, along with supervisory actions. Other tabs show important information
The supervisor can see multiple campaigns in this view, and can select any campaign to see its details.

35. KPI - Trends KPI Trend Idle Time
With Multimedia / blending this would decrease
Cost per Contact
With VoIP and Multi-media this would decrease.
Cost per Lead
Data cost would increase as data would be available through research.
Conversion
Pull based and Researched data so increase.
Cost per Acquisition
Attributing to above results it would decrease.

36. Takeaways PULL not PUSH
Make the customer come to you, reach him in a non-intrusive way.
Meaningful Contacts
Get Research or Do research yourself to segment data.
Multiple Channels
Use all media in a unified fashion to achieve common goal.
Customer Care as a Profit Center
Use Incoming interactions and Cross-Sell / Up-Sell.
Measurable Processes
Measure KPIs and improve them. Make it a Science.
Invest in right technology
Technology is no longer a support function or a Tool. It has to be part of the core strategy.

37. About Drishti
Leading providers of Customer Interaction Management Solutions
Patent Pending Technology
Powering over 400 clients globally
Billions of calls processed and thousands of active users
100s of Self-Help, Outbound, Inbound & Blended processes
Focus on emerging economies.
Presence across India, Philippines, Middle East, Bangladesh, Malaysia, Indonesia, United States
Recognized by leading industry bodies
Winner of NASSCOM innovation award (2008)
IP Contact Center Technology Pioneer Award from TMCnet
Awarded best ACD, Outbound, Customer Support in APAC by Contact Center World 2008.
Deloitte fastest 500 in Asia-Pac (2008)
Red Herring top 200 companies (in contention for top 100)
NASSCOM - EMERGE 50 for the year 2009

38. Over 400 happy customers Call Centres SaaS Partners Enterprises
Kochar
Intouch
Magus
ELI Research
GetIT Infomedia
NIIT SmartServe
SaaS Partners
Symbio
Novanet
Enterprises
Motilal Oswal
D’Damas
GE Money
LPU
Unicon
Telecom
Dhiraagu
Applications/IVR
Bookmyshow
CESC (IVR)
HCL Technologies

39. Drishti in Malaysia
Started operations through Microtel Technology in 2009
Focus on Outsourced Telemarketing, Collections and Customer Service companies.
Integrated All-In-One solution in DACX AMEYO
Complete local support through trained team.

40. Questions Session

41. Where from Here
A copy of this presentation can be found at
I would be putting up a blog at blog.drishti-soft.com with Questions covered here. You can ask more questions there.
I can be reached via LinkedIn. Just search for “Sachin Bhatia Drishti”.
In Malaysia Microtel is representing Drishti and they can be reached at
Point of Contact Tommy Ng

42. Thank You www.drishti-soft.com info@drishti-soft.com
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