Importance of Web Leads to BPO
When the telecom watchdogs decided to come down heavily on unwanted telemarketing calls, it hit the call center sector hard. The outbound call center department was particularly affected because they could no longer make cold calls with the same sense of abundance. They had to curtail their database and stick to numbers that are not registered on the national Do Not Call lists. Looking at other avenues was the call of the day. Most BPO units found comfort in the Internet. This new medium had all the potential to provide them with leads for their business. This process was simpler and more cost-effective. There were ready-to-use tools like search engine optimization (SEO) and social media marketing, along with email marketing and Pay per Click (PPC) marketing. Web leads are important because that's probably the only way of sales lead generation that call centers can now conduct without breaking any rules.
As things have been for the BPO industry since the days of yore, there's a bigger challenge posed for the call center industry when it comes to web leads. The Federal Trade Commission of America is thinking of clamping a ban on the use of Internet cookies by website administrators to register information about the users. In the present system, call centers would use the Internet cookies to track information about the visitors to the client's websites. The information was used for targeted email marketing, among others. Internet cookies are small and temporary files that make personalized web browsing a more convenient experience for the users. Every Internet browser allows users to disable cookies so that websites cannot track the information like IP number, etc. The directive of the FTC will come down heavily on the use of this information by advertisers and various service providers. It will surely cut deep into the revenue earnings of websites.
The hardest hit will be dealt to the BPO business. The call center industry was relying heavily on web leads to add subscribers to their bag. They were on the path of perfecting the art of targeted and result-driven lead generation online. Web leads hold more importance for B2B projects because business executive rarely have the time to pick up the phone and call or answer calls. They like emails because it's more professional and convenient. Emails can also be used as documentations that can be used for cross reference. Even telemarketing calls can be made by using emails as reference beds. If all of that is about to change, it will interesting to note which way the call centers would turn to. Web leads can be generated when users and casual visitors check up the client's website and writes to the site administrator for information about certain products or services. The inbound call center team must be available to respond to these emails and explain what the user is looking for. In such cases, the BPO will not be affected in terms of revenue. But that would mean that they cannot pull up the ante and sell the brand.
Questions and Answers
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