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Vice President, Global Service Delivery
Sr. Director of Product Marketing, Consumer Solutions
Call To Action!
Yesterday we looked at readiness for DR campaigns. Today we look at the Call to Action, and how your Contact Center may be affected. Having fully briefed your team, the real fun now begins! The “Call to Action” will drive expectation of the response handling. Being on the front-line of the campaign, your team will be gathering information - not just in terms of the specific requests, but also market perceptions of the creative. The call to action may create confusion among callers. For example, “to find out more information” is different to “call now for a brochure." The differences are subtle, but this will impact on your contact center’s response and may disappoint a caller. So keep the cycle of review and feedback going and ensure that your team is constantly re-briefed. And keep marketing in the loop, as a creative can always be enhanced to manage caller expectation and create a more positive experience!