Collecting Your ResponsesPreviously the importance of a multichannel approach has been presented, however it is important to understand how to collect the different responses returned from such an approach.
Telephone – If one of your channels utilises inbound phone calls to collect responses it is vital to create a team of customer service professionals to handle these calls, a team that understand the objectives of the campaign and has been effectively trained to handle responses.
Email – Setting up a dedicated email address is another form of collecting responses. This can be a single email address or multiple addresses in accordance with the direct marketing segments.
Website – Depending upon the marketing strategy, the creation of a campaign specific website can be a worthwhile course of action. This website or simply a landing page should contain the enquiry forms and may even operate an Iframe to harvest the responses.
Social Media – Increasingly social media is being used within direct marketing campaigns due to its growing popularity as a marketing medium. Once again, campaign specific pages can be set up to handle responses whilst connections made through social media can be an effective way to build customer profiles.
Managing Your ResponsesOnce you have decided which response channels to use as part of your campaign, to ensure they are managed effectively it is important to undertake the following.
- Firstly, you should make an assessment of your in-house capabilities, investigating your internal capacity to handle/manage responses.
- Secondly, if this assessment reveals that your internal capacity is insufficient, you may want to consider outsourcing response handling activities.
- Finally, whether the handling activities are being handled in-house or outsourced, it is vitally important to set out, precisely what defines an opportunity, as this will be used when determining the success of the project.