Original URL: http://www.marketingexperiments.com/blog/research-topics/inbound-marketing-cost-per-acquisition-for-telesales-and-customer-service.html
Original Date: January 18, 2010
The more you segment, the less you blindly dial for dollars
The reality is that cultural and corresponding regulatory changes have led to a certain shift in the utilization of call centers, from making to taking calls. It’s not bad news. It’s great news for you savvy marketers that have the resources to leverage a call center, if you know how to do it profitably. >> more
Is automation right for you?
Even though your site can now do many things that have replaced telemarketing – from further qualifying a lead to completing an order to even getting that upsell – don’t let technology guide your decisions. Depending on the nature of your product, the human touch can be so much more effective for any or all of these steps. >> more
So the best thing to do is… wait for it… test!
What you’re trying to discover is whether the increased cost of acquiring a customer is offset or surpassed by an increase in closed orders, upsells, or higher-quality leads (e.g., for a complex sale, how does the increase in calls help your lead management efforts). >> more