Voice marketing automation or voice-based marketing automation (VBMA) is a blanket term that encompasses software that automates the gathering, execution and measurement of data from voice-based communications. Basically, VBMA is like traditional marketing automation but it uses and is centered around telephony-specific functions and data.
Why More Automation is Always a Good Thing
In 2012, BIA/Kelsey released a research finding that predicts a boom in call-based advertisements due to the growth of the mobile smartphone market. By combining multiple automation tools businesses can take advantage of the projected increase in marketing reach and be able to reach more prospective customers via calls.
Additionally, call-based marketing automation consolidates the effort into one component: the phone. Unlike other market automation processes which spreads their marketing into emails, SMS, and even web forms, VBMA reduces the complexity for the end-user by funneling all the processes into something that is personal and handy like a call. One clear advantage with doing it this way is that the statistics are gleaned off one clear source. Because the data is streamlined, it’s easier to adjust to changes and to develop strategies of engagement.
Components of Voice-Based Marketing Automation
Some of the major components of VBMA are call tracking software, CRM integration via CTI, the ability to voice broadcast, voicemail dropping in case calls are received by by answering machines, and really good call routing and forwarding processes. It also helps to have an IVR configured for specific use cases.
Having CRM integration ensures that the best possible data is available for a lead. Targeted deals, existing promos, the specific details of what the customer needs—all these are available to the agent. This will make establishing rapport easier with the prospective customer.
Voice broadcasting and voicemail drops are similar in purpose but the execution is different. In the former, instead of fielding a live agent for a phone call to a customer, the system itself calls the customer and plays a pre-recorded informational message. This message can either be personalized or not, but it is usually one-way in nature (i.e. informs the customer of a discount in prices for service, reminder about delayed payment, etc.). In the latter, voicemail drops act more like requests for a callback at the convenience of the customer. Both, however, can be used for marketing purposes.
Call routing mechanisms are also absolutely necessary. Aside from sending a tracked call to a specific queue, certain VBMA processes should be able to re-route specific kinds of calls to IVR systems. This will allow live agents to be utilized fully for concerns that need dedicated human interaction more (i.e. upselling, retention, etc.).