Types of campaigns

Scott Underhill

Types of campaign

In this section, we will cover the different types of campaigns, the technologies involved and the objectives of each campaign.

Audience Campaign Managers


Outcome Ability to select the campaign types, technologies and define the objectives.

Campaigns can be categorised as follows:

Inbound Campaigns are triggered when a customer reacts to some sales or marketing materials. The material they have received has led them to decide to call in. The inbound campaign will then take a customer from this initial expression of interest, and process them into a sales cycle.
Outbound Campaigns start with a process of cold calling or warm calling prospects. The general structure of this campaign will start with finding an expression of interest in a specific product or service, pre-qualifying the prospect and moving them into a sales cycle.
Customer Support campaigns may be calling or receiving calls from a customer. These campaigns provide assistance to an existing customer, either by dealing with issues they're having, or assisting them in the buying process.

Regardless of the campaign type, your campaign will always have a goal.

Transfer: When the goal is to transfer, the agent will take an inbound or an outbound call, then take the prospect through a process of pre-qualification. This will conclude with transferring the call with an appropriate hand off. The hand off will involve a small introduction between the customer and a sales person, to provide them enough information to take the call to the next stage.

Appointment: This will involve creating and setting an appointment with a customer and another party to follow-up.

Lead: This will normally involve the agent submitting a form, which will lead to a follow up action. For example, the customer could receive an email to sign up to a newsletter, or to create an account on a website.

Direct Sell: This is where the agent will sell directly to the customer off of that call.

Chasing: The purpose here is to follow up on existing customers, with the goal of achieving a resell or an up-sell.

Support: The goal of a support call is to assist the user with their issue.

Each type here is aligned with a high level goal, with decision points leading in that direction throughout the call.

Technologies

Voice

Voice is an agent physically talking to a customer. This involves teaching agents the script and the process involved. Agents will require some initiative to interact with the customer on the call.

Avatar

Avatar is pre-recorded audio, where agents interact with an interface to select the right response for the user. Once selected, the audio response will be played to the user.

Natural Voice

This is a text to speech system, where agents simply select or type a response for a user, which will then be played in a natural human voice.

Voice Recognition

This system will listen to the customer, find an appropriate response and play the response.

Monyta supports all of the models explained above, but due to regulations in each country, you will need to get in contact with one of our teams to enable natural voice or voice recognition systems.

Now you should be able to identify the type of campaign you want to run, the objectives and have an idea of the technologies you are interested in leveraging.

Next Setting up a campaign >