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Savvy marketing managers welcome the call centre as a marketing function, but strive to make it accountable, says new survey from Noetica

(*full survey available on request)


Call centres are under increasing pressure to prove their accountability to marketing managers, a recent survey from Noetica, providers of call centre software, has revealed. The survey, which questioned marketing managers from a range of top companies in the banking, motor, charity and entertainment sectors revealed that 65% percent of marketing managers use call centres as part of their marketing programme. Results reveal that nearly two-thirds of those managers set regular targets for the call centre to fulfil on, with almost half of all respondents receiving daily activity reports.

The most popular use of data gathered by the call centre is to test campaign effectiveness (47%), often required instantly, as opposed to those not using call centres who track their marketing campaign through sales figures and media codes from direct mail responses. Results also suggest the call centre plays a key role in marketing forecasting, with many managers using data gathered for future campaign planning.

“Whilst the call centre is being recognised as a valuable tool in marketing, it is nonetheless working to prove every penny of its worth,” says Noetica’s Commercial Director, Keith Symondson. “Seventy-six percent of respondents said the marketing department is completely involved with co-ordinating call centre work, and daily activity reports show that the call centre is regularly having to demonstrate its value. This is a very interesting finding when considering that tools such as advertising can take considerable time to evaluate.”

Looking into vertical sectors, results show that advertising is the most popular tool used by all (95%), shortly followed by direct marketing (87%) and events & exhibitions (80%). Motor companies are the biggest users of call centres (90%), followed by banks (80%). Aside from campaign effectiveness, gathered data is used by motor companies for customer follow-up calls, marketing database replenishment, and customer service purposes. Just over half of the charities questioned use call centres, and of all sectors focused on, charities are the highest users of outsourced call centres (75%), receiving the highest frequency of feedback reporting of all sectors. The second highest use of data is applied in targeting new sponsors, demonstrating that the call centre can prove invaluable to charities marketing and promotion strategies. Entertainment companies are the smallest users of call centres (30%). Results suggest this sector has embraced new marketing tools, as all are users !
of viral marketing.

Symondson concludes, “Our survey has shown the immense value that call centres can bring to marketing operations. We have also found that when marketing departments need to make changes to scripts used by the centres, this has in most cases been actioned by the centre instantly or within a few hours. If the call centre is to prove its worth alongside tools like advertising and direct marketing, it must make sure that it has the technology in place that can react quickly, is simple for non-technical staff to control, and is flexible enough for tailoring sector-specific campaigns. This will in turn portray efficiency and exemplary customer service.”

Survey copies are available from Claire Adam or Natalie Johnson at MCC International

About Noetica

Established in 1997, Noetica is a leading developer of innovative software solutions for successful management of any call centre. Noetica’s solution - Synthesys has been designed specifically to enable non-technical staff to have complete control of the call centre. Synthesys’ key features include customer relationship management (CRM); callflow/script designing, service call centre management and support; outbound campaign management; web compatibility and computer telephony integration (CTI).

Part of the privately controlled holding company the Scandex Group, Noetica is based in Clapham Junction, London, with strategic partners throughout Europe, Canada, Asia and the US. Noetica serves a broad range of industries, including the public sector, finance and telecommunications.

For further information on Noetica, please visit http://www.noetica.co.uk

Synthesys is a registered trademark of Noetica.

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