How to give mobile users (aka keen call abandoners) more attention

If you’ve not read our blog post on Segments & Recipes yet, I recommend you read it first. It will give you a bit of context.
We’ve discussed the ‘expectation economy’ in previous blog posts – it’s a growing industry that we’re obsessed with at Freespee.
As customers have become aware of their growing power to shape a company’s future (and more importantly its bottom line) they’ve changed the consumer landscape – for the better.
In an economy where word of mouth has the power to instantly turn a local product launch into a global one, or reward exceptional customer experience with a legion of loyal and ‘cheerleading’ followers, the customer is once again becoming the priority for brands who want to survive and succeed.
These expectations have been driven by digitalisation and increasing mobile usage, in particular the immediate response that consumers now expect from brands.
Our data proves the (what may seem obvious) assumption that the device used to browse a website has a huge impact on the caller’s behaviour and their expectations of that call.
If the future caller visits your website with their smartphone, they are 30-40% more inclined to abandon the call quicker if put on hold or in a waiting queue.
Like I said, we’re obsessed with the expectation economy. This is because it highlights a problem that we want to help fix. We want your future customers to enjoy a smoother experience.
We can do this in a number of ways and over the next few weeks we’ll be releasing a series of videos that show you how. Using our new Segments & Recipes features, we’ll show you how to segment your calling customers and implement workflows to direct their call experience.
 
Up first: routing calls based on the visitor’s device (which, for the purpose of this example, is a mobile)
 

 When we were putting the feelers out with this product, most customers we approached said they’d most likely want to use segmentation and workflows to route calls coming from potential customers who are browsing their website on a mobile (presumably smartphone) and then calling from that device.
This use case allows you to create a segment that isolates website visitors browsing on a smartphone who go on to call your brand, ensuring that they are not held in a long call queue.
It’s super simple to set up (as you can see from the video above) but I’ve also outlined it below in 5 steps:
1. Create the segment by selecting the criteria ‘Device’ from the drop down list and choosing ‘Mobile’. This audience will be isolated from the rest:

 
Then create the workflow:
2. Click to create a new rule
3. Select the segment that you want to apply to this workflow. Define where the call will be routed – to a specific number or to a group of people
4. How the call will be distributed – broadcasted (sent to multiple people at the same time) or cascaded (sent in a defined order)
5. Once ready, click the slider to activate the workflow – all calls matching the segment will be routed based on the workflow

It’s in this simple way that companies can switch from being unable to filter callers or witnessing high abandonment rates to being able to prioritise calls and increase sales leads in a few clicks.
 
Next week
We’ll be looking into how you can route calls based on specific keywords. This is particularly useful for customers who want to prioritise callers who have been searching for either competitors or who are in the active researching phase of their journey.

If you are interested in trying these new features, please get in touch with your Customer Success Manager. If you are unsure who that is, please email henrietta.lawrence@freespee.com
If you are not a Freespee customer yet, please email sales@freespee.com to book a demo.

How to not lose sales opportunities

Freespee’s latest release is changing the way marketing and sales teams drive business.

Over the past 7 years, the Freespee platform has evolved from an API product, designed for developers, to a full platform, targeted at sales and marketing.

Through these years, feedback from customers has helped to strengthen our conviction that what we’re building will be useful to both our customers and their customers.

The latest updates to the Freespee platform are something we’re super excited about. The new features ‘Segments’ and ‘Recipes’ came about after requests raised by customers and today we’re excited to introduce them to the big wide world.

Marketing and sales teams have shared their frustrations with us. And their concerns revolve mainly around the lack of control they have to influence or amend the customer’s journey through their call.

‘Segments’ and ‘Recipes’ are designed to help marketing and sales teams create targeted strategies that can quickly respond to changing user behaviour that also provide a more personal experience to callers.
Marketing and sales teams can now use all the valuable data Freespee provides on visitors and campaign activity and create segments or groups of these visitors based on common criteria, to create more focused strategies and decide a more efficient way of managing calls.
By creating customised workflows you can prioritise high value callers over others to improve sales results, tweak marketing campaigns or improve the CX provided to clients.

Over the next few weeks we’ll take you through potential strategies to keep in mind when using Segments and Recipes but for now, here’s some more info about the features themselves.

So, what are Segments and Recipes?

Segments work in the same way as your marketing automation or EMS solution: it gives you and your team the ability to automatically separate website visitors into segments or groups, depending on data points that are unique to them. These digital attributes can include:

  • geolocation
  • product searched
  • device used, etc…

The Recipes feature is an automated workflow tool. These workflows can apply to each segment, so you can personalise or prioritise calls, or implement targeted strategies to increase lead acquisition rates, while improving the CX for your calling visitors.

We’ve made it simple to set up campaigns using Segments & Recipes so that you can respond quickly to the real-time data you receive through the Freespee dashboard.

Create a segment. A simple process with 3 steps:

1. Select the initial ‘Criterion’ for segmentation from the drop down list. You can make the segment more granular by adding additional criterion after that.

2. Define the comparator (is, is not, contains, matches regex). So for example, if you want to segment audience from a specific page you define the segment as:

‘Where URL (criterion) IS (comparator) … the exact website URL

But if, for example, you want to segment visitors calling from the ‘basket’ page then you can choose to create the segment like this:

‘Where URL (criterion) CONTAINS (comparator) … basket

The ‘matches regex’ comparator allows you to make more complex searches, which can be useful when your criteria includes multiple possibilities.
For example, if you want to route callers based on geolocation and the requirement is to map specific postal codes to a region, ‘matches regex’ would be the most efficient way. See the example below:

3. Finally, specify the criterion  – i.e. if you chose Geolocation/Post code introduce the real postcode here.

Personalise that segment’s calling experience with workflows
Workflows predetermine where and how a call will be distributed. They are the real driver to help sales and marketing teams to improve sales results or improve customer’s experience of your brand. Workflows can remove the need for IVR too, as calls are distributed without the need for an IVR system (calls are routed based on the long list of criteria shown above), nor will they come through to the wrong location or department.

When creating the workflow define:

  • Where to route the call: to a specific number, to a specific queue in your contact centre or to a department/group of people (team).
  • Define the distribution method (if the calls are routed to multiple people) Calls can be broadcasted to everybody at the same time or cascaded from one person to the next, in a predefined order. This helps reduce missed-call rates.


Over the next few weeks we’ll be guiding you through some of the possible strategies you can implement using Segments & Recipes.
If you are interested in trying these new features, please get in touch with your Customer Success Manager. If you are unsure who that is, please email henrietta.lawrence@freespee.com
If you are not a Freespee customer yet, please email sales@freespee.com to book a demo.