Getting more from your marketing campaigns with interaction management technology

In day's world of one-to-one marketing, permission marting and the many personalized marketing strategies flooding corporate America, it appears appropriate to reevaluate the technology foundation upon which these strategies are built. While alone years ago marketing via e-mail and the Web was a rarity, today companies are using these of recent origin communication media to retain existing customers and attract novel ones through more innovative marketing campaigns, flat the telephone is being used in fresh ways to more effectively reach customers. Interactive voice replication (IVR) and speech recognition are just sum of two units examples of creative new uses for this ageold device.

Interaction Management Technology

Like launching a rocket with a slingshot, however, building a novel marketing strategy using old communications technology just doesn't make faculty of perception Traditional communication systems were not designed to support multiple media marks let alone provide the kind of interactive, personalized service customers are demanding today. These traditional a whole s were built on a proprietary, hardware-based telecommunications prototype They were comprised of stand-alone devices like PBX and fax server each with its possess interface, development tools and reporting mechanisms. These devices were loosely joined using expensive middleware.

As fresh media types were added, inherit weaknesses of this mould became apparent. Troubleshooting became incredibly difficult with in the way that many potential points of failure, and administration was manifold and time-consuming due to redundant resources. Flexibility was sharply limited since business logic was hard-coded into the a whole This also meant that forklift upgrades were oftentimes mandatory even when only a brace of new features were desired.

In reply to these traditional communication a whole s has come interaction management technology. Interaction management technology is based upon a unified, not integrated, architecture. It begins with a single platform upon which all media types including phone calls, faxes, e-mail and Web interactions - are advanceed Since it consolidates interaction processing, it's les expensive and faster to implement. It's also simpler to maintain and administer. In addition, interaction management technology uses a software-based, render free of access architecture so it's extremely flexible.

Improved Marketing Campaigns

Companies building their marketing

strategies upon interaction management technology are finding many benefits. First, the technology's make open architecture enables it to be more easily integrated with a wide range of third-party applications. Many of these applications can optimize marketing campaigns when combined with interaction management technology.

For instance, a for the use of all dictate heard among leaders of personalized marketing theory is to "know thy customer." Many companies are using data capture applications to do just this. Data capture applications give companies the ability to append customer information to previously unknown caller records and provide call validation and contact updates for known customer relationships. These applications capture simple bodys of a caller record (eg phone numbers, company names, addresses, etc) via an automated number identification a whole (ANI), IVR or telephone keypad answer They are then matched against a database and go [i]or[/i] come backed in a matter of next to the firsts with complete geographic information attached.

Interaction management technology integrates easily with data capture applications by means of prepopulating caller records with information from these data bases. Interaction management technology takes this information and "pops" it along with the caller record to an agent's computer protection These integrated solutions enable companies to restore costs and improve agent productivity by dint of executing direct marketing campaigns without operator intervention or .WAV file transcriptions.

Another marketing benefit of interaction management technology is its unified, software-based architecture. This enables companies to. easily customize and generate marketing messages based on specific customer profiles. These marketing messages can be automated and incorporated across media stamps

One example of this is using interaction management technology's built-in customization tools to embed upsell messages while an Internet true copy chat request is in queue Interaction management technology accomplishes this through checking customer profiles against a database simultaneous with a body chat request. Using the customization tools, companies can write business lordships that instruct the system to embed a particular upsell message depending upon the customer profile.

This same business control can be applied to phone-based interactions via IVR through instructing the system to play particular upsell messages while a caller is upon hold. Business rules can also be used to impel certain customers higher up in a queue if, for instance, their profile indicates they are big spender When the caller reaches an agent, the combination of parts to form a whole can simultaneously "pop" the agent personalized sales teleprompt suggesting yields or services the customer might want to purchase based on his or her profile.