Post on 29-Mar-2015
Marketing through telephone dialogs
Marketing through telephone dialogs
Bill MeiselPresident, TMA Associates
Editor, Speech Strategy News
Bill MeiselPresident, TMA Associates
Editor, Speech Strategy News
Telephone marketingTelephone marketingo Was--
• Telemarketing (uugh!)
o Was--• Telemarketing (uugh!)
Attempts to do betterAttempts to do better
o Toll-free phone numberso Web model on wireless phoneso Ad-supported telephone services
• Directory assistance411, 211 (community, social, health and government
services), 311 (city information and services), 511 (travel guide)
Independent toll-free numbers (1-800-FREE-411)
• Information• Entertainment• Voice portals
o Toll-free phone numberso Web model on wireless phoneso Ad-supported telephone services
• Directory assistance411, 211 (community, social, health and government
services), 311 (city information and services), 511 (travel guide)
Independent toll-free numbers (1-800-FREE-411)
• Information• Entertainment• Voice portals
Limitations of visual ads on mobile phones
Limitations of visual ads on mobile phones
o In 2006, mobile ad spending was an estimated $871 million worldwide
o Compared to $24 billion worldwide spending on Internet advertising
o In 2006, mobile ad spending was an estimated $871 million worldwide
o Compared to $24 billion worldwide spending on Internet advertising
A hidden advantage of “ad-supported” business
directories
A hidden advantage of “ad-supported” business
directorieso No ads!
• “pay per click”• Click to buy
o Can this model be extended?• Music samples, etc.
o No ads! • “pay per click”• Click to buy
o Can this model be extended?• Music samples, etc.
Role of speech recognitionRole of speech recognition
o Automation
o Availability
o Consistency
o Agent back-up• On the line• Behind the scenes
o Automation
o Availability
o Consistency
o Agent back-up• On the line• Behind the scenes
Relevancy and FormatRelevancy and Format
• Contextual• Introductory ad, closing ad• Embedded ad
• Contextual• Introductory ad, closing ad• Embedded ad
Voice searchVoice search
o Does the analogy to Web search make sense?• Results as a list doesn’t work as well• Audio ads are more intrusive
o Does the analogy to Web search make sense?• Results as a list doesn’t work as well• Audio ads are more intrusive
Making voice search more effective
Making voice search more effective
o Use dialog to narrow results• “Indian restaurants in Los Angeles”
“What’s a nearby ZIP code?”“What price range?”Revenue opportunity: “Would you like a review
of this restaurant for 25 cents?”
o Use more contextual or personal information• Assume current location or home
o Use dialog to narrow results• “Indian restaurants in Los Angeles”
“What’s a nearby ZIP code?”“What price range?”Revenue opportunity: “Would you like a review
of this restaurant for 25 cents?”
o Use more contextual or personal information• Assume current location or home
Speed of speech dialogSpeed of speech dialog
o Callers accept several turns of speech dialog if they are progressing toward a goal
o Callers accept several turns of speech dialog if they are progressing toward a goal
Personality of speechPersonality of speech
o Expression
o Entertainment
o Humanity
o Create a character• Amtrak’s Julie
o Expression
o Entertainment
o Humanity
o Create a character• Amtrak’s Julie
Caller involvementCaller involvement
o Dialog implies interaction
o Better response to outbound calling when you can respond
o Dialog implies interaction
o Better response to outbound calling when you can respond
Delivering infoDelivering info
o Email
o Text message
o Download podcast
o Email
o Text message
o Download podcast
Calling to be informed or entertained
Calling to be informed or entertained
o Tie in to TV or radio program
o Viral marketing• Interactivity and personality are the
distinction
o Tie in to TV or radio program
o Viral marketing• Interactivity and personality are the
distinction
Calling to be entertainedCalling to be entertained
o Example of viral telephone marketingo Example of viral telephone marketing
Impact on the call centerImpact on the call center
o More calls generated by ease of access • e.g., business directories
o Change in nature of calls• More revenue-generating potential• Promotions
o Appropriate automation• Queue for agent on pay-per-call?!
o More calls generated by ease of access • e.g., business directories
o Change in nature of calls• More revenue-generating potential• Promotions
o Appropriate automation• Queue for agent on pay-per-call?!
Not your father’s telephoneNot your father’s telephone
o Multi-function device
o Pervasive
o Multi-function device
o Pervasive
Contact infoContact info
o Bill Meisel• bmeisel@tmaa.com• (818)708-0962
o Bill Meisel• bmeisel@tmaa.com• (818)708-0962