Tony Iero

Best Practices in Digital Callback

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By now, you’ve heard of how digital transformations are changing every facet of modern business, from marketing to risk management and everywhere in between. You may even be in the 70 percent of companies that either has a digital transformation strategy in place or are in the process of implementing one.

What’s less talked about, though, is the large number of challenges associated with implementing these strategies. Digital transformation strategies often require training, usage governance and policies, appropriately skilled IT support staff, and of course, executive and user buy-in.

That means solutions such as digital callback will be prioritized because they’re easy to use and they demonstrate an immediate return on investment. To prove it, this article will review 3 use cases of this innovative technology

Use Case #1: Prospect watches a Facebook video ad for your product and wants to learn more.

If you’re one of the many companies who has turned to video for lead generation, you’ll need a way for the prospects generated by those videos to contact you. So imagine a scenario in which a Facebook user is scrolling through their feed. As they’re reading their friends’ updates, your video ad catches their eye.

They watch the video and want to learn more, so they go to your company’s Facebook page. Or perhaps your video has a call to action which sends them to a landing page on your website.

In either case—whether the prospect goes to your website or your Facebook page—digital callback allows the prospect to seamlessly request a call. Even better, they can schedule a call back for a later time, or request that your company call them as soon as possible.

Keep in mind that this type of scenario is not restricted to Facebook ads. Any digital ad that you run on any social media platform will be enhanced by this new functionality.

Use Case #2: An existing customer encounters an issue while using your app.

Nearly 75 percent of global enterprise businesses have built mobile apps. However, the effectiveness of those apps depends partly on how they’re integrated into the rest of the business.

Consider an existing customer who is using your app and encounters an issue with it, or needs additional information. Without a digital-to-voice solution, this customer may have to exit the app, open a web browser, and search for your support number. In many cases, without digital callback, this customer simply won’t place the call.

They’ll be too busy or they won’t want to bother with so many steps. As a result, you lose out on an opportunity to solve that customer’s problem and build loyalty. Even worse, in most cases, you won’t even be aware that this is happening.

However, with digital callback, the time and effort required for that customer to make a call to customer support are eliminated. What’s more, even if the customer is busy, they can schedule a callback—right from the mobile app—at a time that’s more convenient for them.  As a result, you gain new opportunities to win your customers’ loyalty.

Use Case #3: You have several digital communication channels but need a centralized digital-to-voice solution.

As digital channels such as social media, mobile apps, and websites continue to expand, you’ll inevitably find yourself looking for ways to simplify communication. Even if you only have a few digital channels, you’ll want to have a centralized solution that routes your calls seamlessly.

This is where digital callback comes in. For a simple example, imagine you have a website, a social media page, and a mobile app. Digital callback makes it so, whichever channel your prospect or customer is in, the bridge between digital and voice is seamless.

But that’s not all.

Imagine that your service agent has received a callback request. Thanks to digital callback, that agent will be able to tell, for example, exactly where on your website the caller is. They’ll also be able to see which pages the customer has visited. In short, this gives the agent rich contextual information about the customer which leads to a more productive support interaction.

Conclusion: A Simple Solution for an Evolving World

Digital transformations aren’t just coming. In many cases, they’ve already arrived. That said, with so many different aspects of your business that could benefit from digitization, it can be difficult to know where and when to start.

To make things more complicated, even when you do decide where to start, you’ll have to guide your organization to make sure the solution you invested in actually gets implemented. However, as you can see in the use cases above, digital callback is one of those solutions that’s intuitive for both your customers and your organization.

Moreover, the impact and return on investment of digital callback are clear because it immediately elevates the experience of your customers.

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