Where Endre focused on developments in inbound customer contact, Tibout Hemmes
of the Nationale Postcode Lotterij/Vriendenloterij (National Postcode Lottery/Friends Lottery) focused on outbound customer contact (telemarketing). He started his story with the results of the DDMA Dutch telemarketing benchmark of 2022 from his role in various committees at the DDMA (Data-driven marketing association).
This benchmark shows that more than half (51%) of the consumers selected for an outbound telemarketing campaign are reached. 1 in 5 of the consumers reached (18%) respond to the offer and 4% want to be able to indicate by means of the right of objection that they no longer wish to be called. The fact that many people are happy to receive a call was remarkable, also for Tibout and those present. It’s great that the benchmark has made this so transparent.
Tibout also sees this reflected in practice in the telemarketing campaigns of the Vriendenloterij. Especially now that the Vriendenloterij informs people in advance by email that they will soon be called. This gives people the opportunity to indicate when it suits them best. Similar to the emails sent by couriers about when a package will be delivered.
Since the Vriendenloterij started doing this, the conversion has increased by up to 10% and the number of registrations for the right of objection has decreased by up to 20%. Calling is therefore more appreciated when people know what to expect.
Voice is also a hot topic at Talkdesk. In recent years, the company has developed various innovations to support contact centers in this field. Jordi van Lent took a closer look at conversational AI during his session. Customers are making increasingly higher demands on companies and by using AI in a smart way you can continuously improve that customer experience.
Many customer services already use AI and companies are increasingly understanding the risks they run when they don’t use AI, especially in the long term. Without the use of new technology you can’t continue to provide the same quality and attention to every customer. That’s why the various Talkdesk AI products aim at helping contact centers do their work faster and more efficiently.
Together with the customer, they define the important and often customary ‘jobs-to-be-done’, i.e. which customer problems companies want to solve with the help of AI. For example, the Talkdesk AI tools can be used to improve self-service, identify the causes of customer problems and help agents solve problems faster and better. And thus contribute to the improvement of important contact center KPIs.