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:
- 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 firstname.lastname@example.org
If you are not a Freespee customer yet, please email email@example.com to book a demo.