When marketing executives consider inbound marketing, they typically focus on pre-sales ways to attract customers, primarily using digital channels.

Marketing departments spend time and money to attract potential customers to their websites by using content, social media, or other inbound tactics. The hope is to fill the sales funnel and to generate real-time engagement between brands and consumers.

The ultimate goal is to build brand affinity and—eventually—loyalty. However, the post-purchase, or "loyalty" element, often falls by the wayside.

Where can brands invest in loyalty, and even identify upsell opportunities, through constant customer monitoring and interaction?

The contact center. It's a continuation of an organization's inbound marketing strategies. You may be skeptical about that fact, but the data backs me up.

In the 12 months ending in August 2015, my company Calabrio recorded more than one billion inbound calls. One billion. That means companies had one billion inbound opportunities to promote the brand, offer solutions, resolve issues, and recommend additional products and services. Those were one billion ways to make or break the customer experience.

A skeptic might say that those calls are just customer complaints and product problems, neither of which constitutes inbound marketing—but that's not quite right.

The Power of the Contact Center

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ABOUT THE AUTHOR
image of Tom Goodmanson

Tom Goodmanson is president and CEO of Calabrio, a workforce optimization suite.

LinkedIn: Thomas Goodmanson

Twitter: @tomgoodmanson