When looking at your dialer strategy, there are two main things to worry about. Firstly, you need to think about you outbound list and the way you manage your lists – whilst the second concern is deciding on the method of dialling you’ll be using.
The method of dialling you’ll be using (power, predictive, click to call) will determine exactly how many agents you’ll need to deal with the workload. You’ll also have to consider the amount of data you’ll use each day, plus the life expectancy required from each data set. This is extremely important when moving from manual dialling, to a highly aggressive method such as predictive dialling.
Overall, you’ll need to make sure that the method and aggression with which you dial, matches to product and demographic you’re trying to connect to.
- Data Management and Database Administration – Take ownership of the management, profiling, modelling and processing of data to ensure that the dialler and campaign/results reach full optimisation.
- Management Information – Through in-depth analytics, compile accurate and up-to-date Management Information detailing data utilisation and dialler performance in relation to campaign and results. This MI should be the key director of ongoing development of the data and dialler strategy.
- Dialler Management – Ensure that dialler performance is optimised to its full potential with regard to data usage and the agents you have assigned to this campaign.
- OFCOM Compliance – ensure that all dialler activity adheres to the latest OFCOM regulations.
After you’ve thought about the way you’ll be managing your data, it’s time to think about the dialler method you’ll be using.
Manual – Click to Dial
The first method, is click-to-dial. With this method, there’s no real need to plan your dial strategy – as numbers will be dialled in turn. However, this method is suited to industries where there is a higher answer rate – such as B2B campaigns.
In terms of outright speed, power dialling is similar to predictive dialling as it means calling prospects in the background – before pushing live calls to an agent.
The only downside here, is that answer machines and dead lines will also be handed to your agents too – impacting productivity.
Predictive dialling, is by far the most aggressive form of outbound dialling. When in this mode, outbound calls are entirely handled by the dialer – dealing with both dead lines, no answers and answering machines before the call is passed to the agent.
This means that your agents will spend far more time each hour speaking to live human contacts – rather than leaving messages. However, there are some downsides to this:
- Your dialer strategy becomes hugely important, to avoid dropped calls and pushing through data too quickly.
- There are strict regulations regarding predictive dialer use.
- Everything in the campaign moves quicker during predictive dialling. This mean that thing can become perfect quickly – yes deteriorate just as fast too!
To counter these issues, it’s best to employ a dialer manager in your team to ensure the system is always optimised.