Product category:
Telemarketing
News Release from: Attinger Jack Interactive | Subject: Hot key transfer
Edited by the Marketingservicestalk Editorial
Team on 17 March 2008
Hot key transfer moves lead generation
on
As marketing budgets increasingly move towards lead generation and cost-per-acquisition (CPA) models, hot key transfer is the very apex of what is technologically possible.
If you haven't heard of hot key transfer, you soon will It takes lead generation to an altogether different sphere
This article was originally published on Marketingservicestalk on 1 Feb 2008 at 8.00am (UK)
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So what exactly is hot key transfer? It is the process whereby a lead is generated from a direct response enquiry, subsequently qualified by an independent call centre and then routed directly to a client's own call centre in real time.
It works like this: take a sector such as unsecured loans.
An affiliate network will generate leads of people looking for a new loan.
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They might, for example, be people who have filled in a short online questionnaire or enquiry form and submitted it digitally.
This lead is then contacted by a call centre in the space of a few minutes.
If the lead is genuine and that person fits the criteria for a loan, the call centre routes it immediately to the client's own internal call centre.
In this instance, the client will obviously be a loan specialist.
How long does the process take? No more than a few minutes from start to finish.
It's very quick.
Indeed, one of the UK's largest insurers had to lengthen its call centre response times because prospects who had filled out the online enquiry lead forms were being called too quickly and it was, quote, 'shocking them'.
As a result, the organisation lengthened its call centre response from 45 seconds to three minutes.
Finance is a particularly good sector for hot key transfers because it is an identifiable need that is normally time sensitive.
Indeed, the quicker one identifies such a prospect and responds to them, the likelier the sale.
Typically, after 15 minutes, it can be too late as the prospect has found another quote online.
Other sectors such as insurance, health, property, telecoms etc are just as suitable candidates and if the US is anything to go by, most sectors will soon start looking into hot key transfers as a means of generating leads.
What are the costs? Well, the beauty of hot key transfers is that the costs are in the full control of the client marketer.
The client doesn't pay for the online lead acquisition or subsequent call centre lead qualification.
All the client pays for is the qualified lead routed to their call centre, all under strictly vetted quality control procedures.
For a credit card company, the cost per lead for every call routed to their call centre would typically be GBP80 as a general rule.
Obviously terms vary.
For client marketers, hot key transfer offers a tremendous marketing solution.
The client can choose exactly how many leads they want their call centre to receive at any given time, and staff their own call centre accordingly with no resource wastage.
Moreover, their marketing budget can be calculated with enormous precision because they are spending money on a CPA basis.
It's a complete win-win - X number of extremely high-quality leads all delivered in real time for a fixed cost.
Risk is minimised while marketing budgets are maximised.
Hot key transfer is gaining huge traction in the UK, particularly in the finance sector.
It won't be long before other sectors wade in, leading to a renaissance of the call centre industry as just one side benefit.
It's time to get onboard.
Author Andy Beck is Commercial Director of Attinger Jack Interactive.
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