CVMBoK

Assisted outbound channel teams proactively engage customers through phone calls, in-person appointments, or on-site services. These channels are among the most impactful tools for CVM teams, enabling personalized outreach to drive sales, increase retention, and build loyalty. However, they are also among the most resource-intensive, making efficient collaboration critical for success.

Assisted outbound channel teams play a significant role in CVM by directly interacting with customers during key moments of truth. These interactions:

• Provide insights into customer preferences and needs, helping CVM teams refine strategies
• Generate qualitative data through recorded conversations, which can serve as a valuable source of market research
• Serve as a feedback loop for assessing the effectiveness of CVM campaigns and offers

For example, through in-person appointments, agents can identify why customers are hesitant to upgrade to premium services, providing actionable feedback for future CVM initiatives.

CVM teams collaborate with assisted outbound channel teams to ensure that their efforts align with campaign goals and customer expectations. Key areas of collaboration include:

• Delivering accurate target groups, personalized offers, and clear scripts to support daily interactions
• Providing training on the specifics of CVM campaigns, ensuring that agents understand the objectives and how to communicate them effectively
• Tracking and analyzing the performance of outbound activities and addressing gaps for improvement
• Designing compensation and bonus systems that incentivize desired outcomes, such as selling high-margin products or retaining high-value customers

For example, if a churn prevention campaign targets at-risk customers, the CVM team equips the assisted outbound channels team with tailored retention offers, increasing the likelihood of customer engagement.

CVM teams directly influence the performance of assisted outbound channel teams by:

• Steering customer interactions toward profitable products and services
• Enhancing the CX with relevant, personalized messaging
• Avoiding inefficiencies, such as targeting the wrong customers or overloading agents with unrealistic KPIs

Errors in CVM execution, such as providing outdated offers or inaccurate target groups, can lead to customer dissatisfaction and wasted resources. Success, however, can result in higher engagement, improved conversion rates, and stronger customer relationships.

To ensure alignment and efficiency, CVM and assisted outbound channel teams must collaborate on:

• Accurate targeting: Delivering correct customer lists and personalized offers to avoid repetitive or irrelevant outreach
• Feedback loops: Gathering insights from agent interactions to refine future campaigns and offers
• Campaign planning: Aligning campaign schedules with team capacity to prevent overloading during peak periods
• Training and education: Ensuring that agents are well-versed in CVM initiatives and equipped to address customer needs effectively
• Data sharing: Utilizing shared CRM systems to provide real-time customer information for personalized outreach

These handshakes ensure that assisted outbound channel teams are empowered to deliver high-quality interactions that align with the CVM team’s goals.

Poor collaboration with assisted outbound channel teams can lead to inefficiencies, such as missed opportunities, resource wastage, and customer frustration. Strong alignment, on the other hand, ensures that agents are equipped to deliver meaningful interactions, driving customer satisfaction and retention.

We tested a lot. Do we put a general message or a really specific one? Do we say, “Go on Netflix and watch the movies?” Or do we say, “Today this is the best movie for you, like the top movie in Serbia?” More concrete messages, depending on the lifestyle, bring us higher open rates and click rates

Irena Radokanović

CRM Automation and Customer Engagement Team Manager at A1 Serbia

We do AB testing with different copy of the communications. In one, we are more about the price and the offer. In another, we focus more on the customer and acknowledge their loyalty. Results are way better with loyalty- and customer-oriented messages, increasing conversions by 5 to 15 percent, depending on the specific dollar value of the offer.  

Silvia Gomez Dominguez

Senior Director, Customer Solutions