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How good is your lead generation company? Why data quality is often poor, and what you can do about it. - Antheus Telecom - ContactCenterWorld.com Blog

How good is your lead generation company? Why data quality is often poor, and what you can do about it.

Lead generation in call centres - is your data all it’s cracked up to be?

A good lead generation company is an invaluable partner when it comes to call centre performance. Simply put, if the quality of the data is good then call centres will achieve a higher daily conversion rate for calls made. In addition, the cost of leads has gone up enormously, particularly as a result of the new General Data Protection Regulation (GDPR), so it’s vital that your lead generators are working well for you.

Telemarketing is a difficult job, but good data can really help. So the key to a successful telemarketing campaign lies in an accurate, up to date list of prospective contacts.  Accurate data will ensure you speak with the right contact and reduce wasted time on sales calls you can’t convert.

The characteristics of good quality lead data

Good quality lead lists will have the following attributes:

Targeted

Your leads are in the right target market.

Current

The contact provided is still available at the number given.

Accurate

The telephone number is correct, and works first time.

Pre-checked

Contacts are checked against the Telephone Preference Service (TPS) register to remove any contacts that don’t want to receive marketing calls.

Signs that you have poor quality lead data

Many call centres suspect that their leads are of poor quality, and there are a few indicators that point to this. If you notice the following things happening, it’s a sure sign that your lead generation company is not as good as it should be:

  • You call people who are no longer there
  • You have to spend time finding out who’s the best person to speak to
  • The contact is still at the company, but they are at a different location. You have to spend time finding out their new details.
  • The contact you called is not the right type of contact. For example, you are looking for healthcare providers but you get through to a leisure centre.
  • The company called is not in your target market. For example, you are looking for companies with more than 50 employees, but you get through to a sole trader.
  • The effects of poor quality lead data

The effects of poor quality lead lists in call centres

Let’s assume that you make 100 calls. If 20 of those turn out to be poor contacts that are never going to buy from you, that’s 20% of your calls that are wasted. If each call takes 3 minutes, you’ve lost an hour of your time. Your success rate. If your actual effective conversion rate is 10%, then

10% of 100 is 10

10% of 80 is 8

But your statistics will actually show a conversion rate of 8/100 i.e. 8%. That’s a pretty big difference and wholly attributable to the poor quality of your telemarketing list.

You can play around with the percentages, but whichever way you look at it, there is a massive difference in productivity with poor data compared to good data.

How to deal with bad telemarketing data

If you suspect that your list of leads is not as good as it should be, then it is vital that you adopt a structured approach to identifying this. Otherwise, any feedback that you give to your lead generation provider will be anecdotal, not verifyable and lack impact.

Processes

Make sure that you have adequate documented processes in place to identify and manage poor data.

Monitoring

Find out how bad your data really is. Make sure your agents are able to log instances of poor quality data. Make sure that your call centre software allows them to flag the reason why they’ve concluded that it’s poor. Without measuring this, you will be unable to properly address the issue with your data provider, because you won’t have the facts to prove it.

Cleansing

Make sure that poor data is cleansed and updated as appropriate. Once a contact is established, it’s important to retain the details of the successful contact.

Reviewing

Have regular meetings with your data provider where you can address any issues identified, agree key performance indicators and receive a refund if applicable. If the data quality does not improve, select another provider.

Technology

Ensure that your call centre software provider focusses on the quality of data, enables you to capture information about data quality and provides good reporting on data quality.

How to identify a good quality lead generation company

Communicate actively with your supplier

Make sure your lead generator understands your objectives and how you work

Do they have a really great reputation?

Only buy from a reputable supplier. Key indicators are direct marketing association accreditation, proof of historical reliability, a focus on data protection, reviews from existing customers etc. The source of the leads list should also be explained.

System compatibility

Make sure that the data provided will work well with your call centre software. Agree consistency between data labels and formatting upfront.

Is the data up to date?

All contact databases should have been checked recently, preferably within the last 6 months.

Is the data of good quality?

Ask for a sample of leads. All reputable suppliers of leads should be happy to give you a representative sample of the types of leads they can provide

Check your rights to use the data

Make sure that the contract allows you to use the lead data as you are intending to.

Is the data appropriately pre-checked?

Effectively pre-screening the data for certain things will save your agents valuable time. For example, for cold calls, have the leads been checked against the TPA? In addition, any contact database that you buy should be checked against any relevant opt-out registers.

Conclusion

Last but not least, make sure you have a really good call centre software provider. They will be able to help you with data quality issues. For example, call centres often have more than one lead generator company, so we add a Vendor Lead Code to each item so that you always know where the lead came from. You can easily upload spreadsheets of leads into your call centre system and track whose leads work best. What’s more, our systems keep track of important data (e.g. never answers, invalid number, gone away etc.).

For details of how Antheus Telecom can help you with your call centre data quality, please contact us to discuss your requirements.

Source: https://antheus.co.uk/2019/01/29/how-good-is-your-lead-generation-company-why-data-quality-is-often-poor-and-what-you-can-do-about-it/

Publish Date: January 29, 2019


2022 Buyers Guide Consultancies

 
1.) 
3D Vision Consulting

. Contact Center setup, management and transformation across all key components including Vision & Strategy, People, Technology, Quality, Processes, Communication and Facilities.
• Customer Experience strategy, design and implementation across multiple delivery channels.
• Design and implementation of full-cycle Ticket/Complaint Management Process/System.
• Develop Customer Satisfaction, Staff Satisfaction and Staff Motivation strategy and programs.
• Develop end-to-end Business Processes, efficient SOPs and well-structured SLAs.
• Build modern customer communication channels including Live Chat, AI Chat Bots, WhatsApp and Social Media Integration.
• Design Sales/Telesales structure, p...
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Call Center Masters

Giving consulting services to call centers

3.) 
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Contact Center Consulting and Business Process Management
Where other consulting firms end their roles by providing a multi-year road map, ccc goes further by transforming the end-to-end contact center organization. A well-organized contact center ensures continuous value-based delivery for any organization. Through our structured contact center consulting activities, ccc provides you with contact center strategies that are aligned with your vision and mission as a business. Our offerings include:

Contact Center maturity assessment

Business Process Consulting

Technology Consulting

Business Process Management as a Service


4.) 
CC-CMM Certification Institute

CC-CMM Certification

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COPC

Service Journey Thinking
Service Journey Thinking is a comprehensive approach for improving the experience customers have along the service journey. It considers the service journey not only from the customer’s perspective, but it also examines the components that support the experience, including people, technology, processes and policies. By applying Service Journey Thinking, COPC Inc. helps brands promote greater efficiency, improved performance and reduced cost within their operations. For customers, this means reduced effort, improved satisfaction and enhanced loyalty.

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CTCOMM

Genesys PureConnect
Call Centers, Contact Centers and Cloud Solutions Consultancies

7.) Customer Support Asia

Offshoring
Customer Support Asia assures the success of service offshoring initiatives in the Philippines. Our consultancy serves both:
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We support both contact center services and "back office" BPO projects, limiting our practice to sites in the Philippines

8.) 
CX Central

Contact Centre Specialist Consulting
CX Consult provides specialist contact centre consulting with decades of experience across Australia and Asia/Pacific lead by industry expert Justin Tippett. Services include health checks, optimisation, outsourcing (local and offshore), technology upgrades, strategy and more.

Whether you have a 5 seat contact centre or a large multi-site operation we'll provide you with expert advice to ensure you can achieve your business objectives.

9.) 
ERIC YOUNG ASSOCIATES (Tele-Centre Assist Inc.)

Contact Center Consulting & Profit Improvement (Lean Six Sigma), Inside Sales, Efficiencies, Call Center Audit, Technology & vendor selection, Telephony, Recruiting, Training, Performance Management, Customer Journey Mapping, Software (CRM) Implementations

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Contact Center Consulting
Lieber & Associates assists organizations with contact center issues.This includes management, processes, training, and technology. The firm's assessments evaluate and make recommendations for 15 call center areas ranging from call seasonalities to staffing to better use of the telephone systems. Contact center technology services range from new technology selection and implementation to problem-solving and optimization to technical trouble-shooting. Senior consultants have more than 20 years of experience each and are leaders in their discipline. Clients span most business sectors.

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Mpathy Plus transform service, improve performance and provide operational support. We work in all areas of customer service and contact centres from initial strategy, feasibility studies, business cases, project management through to operational reviews, resource planning etc. We are independent and have vast experience of implementing, managing and changing contact centres and the customer experience.

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Outsourcing Solutions Europe is an advisory firm that helps companies to find the right contact center/BPO partner to serve European customers

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I work with contact centers to position their companies to take advantage of opportunities that exist for them. We also work with their existing sales team to improve their communication and hunting skills. 'Growth' is our greatest ability.

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We can help You boost Your business results by:

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- Developing Your teams' skills to excel front and back-office operations and Customer relations

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SCC Services Group

Contact Center Operations Performance Management
In today’s competitive business environment, contact center and marketing professionals are constantly challenged to manage a growing business, achieve superior performance levels and at times are asked to support services and products that are becoming more complex.

Faced with this reality, the consulting disciplines that SCC Services Group focuses on are operations management and service delivery excellence in the customer service, contact center and brand marketing arenas.

Our consulting practice puts emphasis on:

- Contact Center Operational Assessments
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18.) 
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Established in 2003, The Taylor Reach Group is an award winning, call, contact centre and customer experience consulting and advisory firm. The company is based in Toronto and has offices in New York, Atlanta, Washington, Ottawa, London, Bangalore, Hong Kong and Beijing. We are vendor agnostic and do not partner with technology or outsource agencies. The only one who pays us are our clients. Each of our consultants possess a minimum of 20 years of ‘hands-on’ call/contact center operational management experience. We do not sell the pyramid, the seasoned experts you deal with through the sales process are the same people who will complete your project.
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View more from Antheus Telecom

Recent Blog Posts:
Ofcom consider getting rid of phone area codesFebruary 22, 2019
How good is your lead generation company? Why data quality is often poor, and what you can do about it.January 29, 2019
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