By Kristen Pulver | Director, New Verticals
Editor’s note: In her last post, Kristen Pulver, MediaWhiz’s director of new verticals, covered what makes for a good call center. Today, she reflects on the type of call centers to be wary of, and how to avoid working with bad call centers.
Many call centers play by the rules, most of the time. The reality is that an emailer, site owner or any other partner can bend the rules in order to get a better conversion rate.
“The Bad” of working with education call centers stems primarily from non-call center partners, brokering allocation to call centers. Yes, the calls may be compliant and some people may even enroll, but when you’re being sold one thing and getting another, we can all agree it’s frustrating and it’s the cause of a lot of distrust in the industry.
So, you may be asking yourself, How do I know what makes for a good education call center?
Become informed — ask questions! If you notice a marketing partner is sending you consistently low volume but then scales all of a sudden, or a high volume of leads are coming in during the same hours each day, or the quality drastically changes, this should trigger you to ask Why.
Another simple trick to catching brokered calls is to carefully monitor IP addresses. Typically, call centers all work out of the same floor and their IP addresses are all very similar. Seeing the same or similar IP addresses from your incoming leads is a good indicator that your leads are fraudulent.
Now consider the focus on the rest of the industry making call centers seem “bad.” Often, it isn’t the call center making the bad decision but a company brokering out leads at a cheap rate, causing cheap data to be used. This drives low enrollments and high eCPE’s (effective cost per enrollment). All around, it’s a bad combination.
It’s hard to be a call center; real estate, payroll, dialer, data … it all adds up. It can cause some call centers to not play by the rules. This is where things can get UGLY.
Visit the center, maybe even by surprise and you may find some interesting things when you arrive. I personally traveled the U.S. visiting every call center partner I could. Ask the agents questions, like how much commission they get for each lead. This will enable you to identify the catalyst of the call center’s sudden increase in lead volume and decreasing quality issue, providing you with a strong case for canceling the call center for incenting agents.
The moral of the story is become well informed about your media partners or ensure your agency is doing so on your behalf. Ensure your agency is working with quality partners and have informed team members making the right decisions to better your campaign. Don’t be afraid of a traffic source you may not be entirely comfortable with.
Call centers are a great source; the leads have great contact rates and can really bring schools some of the highest quality traffic we all need! It’s all about asking the right questions, knowing how to effectively test and having that much needed transparency in traffic sources from your partners.
MediaWhiz can help. Call centers or not, we have the traffic to make your campaign succeed and transparency can come with that. Contact us to find out how we can partner with one another!