A common use of inbound telemarketing is customer support. This service is commonly outsourced in case companies lack the resources to build their own marketing crew. But in healthcare, it’s important that your providers organize your inbound calls carefully between B2B and B2C inquiries.
For some, such telemarketing basics are trivial. Regardless, every bit helps, even something as easily done as organizing incoming calls. For others, they will actually counter that it’s not that easy, especially when your products cater to both patients and consumers alongside medical professionals. (Medical devices are one good example.)
B2C and B2B telemarketing groups tend to focus on needs that are unique to the inquirers they receive. It is important to know if the telemarketers either cater to B2B or B2C. Whether you use a single company that handles them all or several others specified to a certain type of caller, avoid making the following mistakes:
- Burdening your agents – It can be quite unethical to force an agent to receive both B2B and B2C inquiries. Either one could require more than a whole volume of subjects that inbound callers want to discuss. For example, a regular consumer could be suffering a single troubleshooting problem but another call could be from a doctor who wants to discuss the invitation you sent them for an upcoming event. It doesn’t take a lot to image that an agent who takes both kinds of calls in a single day won’t stay sane for long.
- Wasting time – Emergency rooms ideally prioritize critical emergencies over anything less life threatening such as simple colds or minor injuries. The same goes for your inbound telemarketing. If a consumer calls in for a small problem, redirect them immediately to the appropriate B2C agent. On the other hand, this should be so that your B2B agents can have more time to answer the more complicated inquiries coming from medical professionals. Don’t keep the likes of busy doctors waiting because they too have a lot of work to do! You can also save more time by making a note on your website the directs the right parties to the right numbers to call.
- Too much automation – Speaking of which, you should also avoid the other extreme of excessively automating your entire customer support before callers can actually speak with a human being. More often than not, auto-responders serve more as a barricade to them than a form of assistance. The same goes for troubleshooting procedures on websites and help manuals. In case that they come with an issue that really is so easily solvable by those materials, then it shouldn’t take much time for B2C agents to simply point it out and then tell them to have a nice day. Now for B2B inquiries, it’s even more important to eliminate automation completely. Their reasons for calling are generally too complex for a simple program or a set of steps to really resolve. Who knows, some professionals might not really have a problem but are instead calling to be qualified as completely new medical leads!
Again, every bit helps, from the basic division of B2C from B2B and to the common sense of redirecting a customer. Such simple tasks and understanding can save a significant amount of time as well as stress. Use that knowledge to know the kind of telemarketers to outsource and avoid the above mistakes.