Results and ROI

Carefully define costs and required ROI based on your campaign objectives.

Use these measures not only to judge your current campaign, but also to preserve the integrity of your future work.

  • There are NOT plenty more customers in the sea

With increasing numbers of consumers signing up to the TPS register, your pool of prospects is not infinite.

Conserving this precious resource is very important – so if your campaign is only generating low conversion rates then you are less likely to sell to these people in the future.

  • Carefully assess campaign impact on customers

If your communication is proving inappropriate to your target, seriously consider the impact of your campaign on those customers and prospects who you convert and those that you don’t.

  • Quickly suppress poorly-performing data

Measure your ROI in data sets.

Do not damage your brand, your client’s brand and your profit margin by continuing to outbound call using lists that aren’t delivering required results.

Continuing to call regardless of negative results will have a major negative impact on your prospects, customers and agents alike.

 

Campaign monitoring

Review campaign daily:

  • Review daily

Review each campaign after 24 hours of calling

  • Re-evaluate samples

Re-evaluate a sample of each data set, DMC, conversion rates, complaints, feedback from outbound staff and customers.

  • Check against objectives

Check that your campaign is achieving your original objectives

  • Re-forecast

Update forecasts and check ROI

  • Monitor customer dissatisfaction

Keep in mind customer dissatisfaction levels and evolve your campaign to minimise these.

  • Watch for conversion rate drops

In particular, monitor your conversion rate very closely.

Your campaign may start well, as it is likely you have prioritised your data before calling – but as it continues, your conversion rate will often drop as the tail end of the list is re-processed.

Assess when to stop running the campaign to avoid increased customer dissatisfaction.

  • Monitor KPIs

Campaigns never run exactly to plan, so continually monitor performance against your key performance targets throughout the campaign period.

 

Overview of Measurement

Log how many approaches you make and the result of each. Record how many eventually turn into sales, to obtain a conversion rate. Lastly, analyse your different approaches and results to find out which type of approach and which leads are most successful.

Timing is crucial for telemarketing. The timing in the sales processes in your company as well as including it in your annual sales and marketing plan.

If you can include telemarketing to support the generation of sales appointments around or just before the key buying times of your products and services to ensure that your sales pipeline is always full at those important times. Most businesses in almost every market sector see seasonal variations in sales patterns. Plan telemarketing in advance to boost those peaks and perhaps to also fill the troughs when otherwise sales are hard to come by and telemarketing will become an integral and cost effective part of the growth of your company.

Setting achievable telemarketing objectives that can demonstrate a true return on your investment is important to retain focus in everyone involved in the process.

Work backwards from the number of sales you need to achieve:

  • Our plan requires us to achieve sales value = £ ‘a’
  • This is achieved (on average) by sales volume = ‘b’ sales
  • We achieve a sale (on average) every ‘c’ appointments
  • We can create 1 appointment every 30 telemarketing calls
  • 60 telemarketing calls can be made every day
  • We have ‘d’ number of people to call in our database
  • This equates to ‘e’ number of days of calling
  • At £ ‘f’ per day our telemarketing will therefore cost us £ ‘g’
  • Our return on our investment is therefore £ ‘a’ – ‘g’ = £ X
  • Cost Per Call
  • Cost Per Sale

This doesn’t include other elements in the cost of sale such as marketing materials and sales person or account manager’s time but is an example of how you can set objectives for your telemarketing at the outset that genuinely feed into your sales value targets.