Marketing through telephone dialogs Bill Meisel President, TMA Associates Editor, Speech Strategy News
Marketing through telephone dialogs Bill Meisel President, TMA Associates Editor, Speech Strategy News Bill Meisel President, TMA Associates Editor, Speech.
Mar 29, 2015
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Marketing through telephone dialogs
Marketing through telephone dialogs
Bill MeiselPresident, TMA Associates
Editor, Speech Strategy News
Bill MeiselPresident, TMA Associates
Editor, Speech Strategy News
Telephone marketingTelephone marketingo Was--
• Telemarketing (uugh!)
o Was--• Telemarketing (uugh!)
Attempts to do betterAttempts to do better
o Toll-free phone numberso Web model on wireless phoneso Ad-supported telephone services
• Directory assistance411, 211 (community, social, health and government
services), 311 (city information and services), 511 (travel guide)
Independent toll-free numbers (1-800-FREE-411)
• Information• Entertainment• Voice portals
o Toll-free phone numberso Web model on wireless phoneso Ad-supported telephone services
• Directory assistance411, 211 (community, social, health and government
services), 311 (city information and services), 511 (travel guide)
Independent toll-free numbers (1-800-FREE-411)
• Information• Entertainment• Voice portals
Limitations of visual ads on mobile phones
Limitations of visual ads on mobile phones
o In 2006, mobile ad spending was an estimated $871 million worldwide
o Compared to $24 billion worldwide spending on Internet advertising
o In 2006, mobile ad spending was an estimated $871 million worldwide
o Compared to $24 billion worldwide spending on Internet advertising
A hidden advantage of “ad-supported” business
directories
A hidden advantage of “ad-supported” business
directorieso No ads!
• “pay per click”• Click to buy
o Can this model be extended?• Music samples, etc.
o No ads! • “pay per click”• Click to buy
o Can this model be extended?• Music samples, etc.
Role of speech recognitionRole of speech recognition
o Automation
o Availability
o Consistency
o Agent back-up• On the line• Behind the scenes
o Automation
o Availability
o Consistency
o Agent back-up• On the line• Behind the scenes
Relevancy and FormatRelevancy and Format
• Contextual• Introductory ad, closing ad• Embedded ad
• Contextual• Introductory ad, closing ad• Embedded ad
Voice searchVoice search
o Does the analogy to Web search make sense?• Results as a list doesn’t work as well• Audio ads are more intrusive
o Does the analogy to Web search make sense?• Results as a list doesn’t work as well• Audio ads are more intrusive
Making voice search more effective
Making voice search more effective
o Use dialog to narrow results• “Indian restaurants in Los Angeles”
“What’s a nearby ZIP code?”“What price range?”Revenue opportunity: “Would you like a review
of this restaurant for 25 cents?”
o Use more contextual or personal information• Assume current location or home
o Use dialog to narrow results• “Indian restaurants in Los Angeles”
“What’s a nearby ZIP code?”“What price range?”Revenue opportunity: “Would you like a review
of this restaurant for 25 cents?”
o Use more contextual or personal information• Assume current location or home
Speed of speech dialogSpeed of speech dialog
o Callers accept several turns of speech dialog if they are progressing toward a goal
o Callers accept several turns of speech dialog if they are progressing toward a goal
Personality of speechPersonality of speech
o Expression
o Entertainment
o Humanity
o Create a character• Amtrak’s Julie
o Expression
o Entertainment
o Humanity
o Create a character• Amtrak’s Julie
Caller involvementCaller involvement
o Dialog implies interaction
o Better response to outbound calling when you can respond
o Dialog implies interaction
o Better response to outbound calling when you can respond
Delivering infoDelivering info
o Email
o Text message
o Download podcast
o Email
o Text message
o Download podcast
Calling to be informed or entertained
Calling to be informed or entertained
o Tie in to TV or radio program
o Viral marketing• Interactivity and personality are the
distinction
o Tie in to TV or radio program
o Viral marketing• Interactivity and personality are the
distinction
Calling to be entertainedCalling to be entertained
o Example of viral telephone marketingo Example of viral telephone marketing
Impact on the call centerImpact on the call center
o More calls generated by ease of access • e.g., business directories
o Change in nature of calls• More revenue-generating potential• Promotions
o Appropriate automation• Queue for agent on pay-per-call?!
o More calls generated by ease of access • e.g., business directories
o Change in nature of calls• More revenue-generating potential• Promotions
o Appropriate automation• Queue for agent on pay-per-call?!
Not your father’s telephoneNot your father’s telephone
o Multi-function device
o Pervasive
o Multi-function device
o Pervasive
Contact infoContact info
o Bill Meisel• [email protected]• (818)708-0962
o Bill Meisel• [email protected]• (818)708-0962
Related Documents
