Use email to close the conversion loop
Companies with contact centers can increase their sales by adding email follow-up to their process. Acceleration's director of email management explains how.
I travel frequently, and often find myself wondering why hotels -- specifically groups -- are not taking the opportunity to close the 'conversion loop,' as this would increase bookings, and ultimately increase ROI.
As an example, I always telephone a range of hotels prior to my trip, to find out about the best available rates. The contact center agent often asks very precise, helpful questions, I receive the information I want over the phone and move on to the next hotel.
The hotel is missing a huge opportunity by not asking for my email address and sending all the information I have verbally requested, with a link to make a reservation.
This contact center/email integration strategy is not limited to the hospitality industry, but can be implemented in any business where the primary purchasing medium is via a contact center. Wherever implemented, technology integrations that allow for the closing of the conversion loop via automated processes result in greatly improved ROI figures, and customer relationships
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