3 Key Considerations When Developing an Online Lead Response Strategy


When it comes to customer service in this digital, fast, online responses are demanded from all businesses, from manufacturers, to vendors, to suppliers. It’s very important to implement a plan and find a robust platform to monitor and respond to customer inquiries. Your company must be prepared to respond to all leads as your online traffic increases. Get ahead of the game today—while you still can. In the process, you have the opportunity to put some features in place to improve your marketing and customer service. Here are three things to keep in mind as you develop your strategy.

  1. Every Second Counts!

An excellent customer experience is one that is fast and convenient. When customers need something, they need the process to be simple and quick or they will look somewhere else. How your company fares in these to categories determines customer satisfaction. This is known by most businesses. Unfortunately, they don’t always consider it when it comes to responding to online leads.

For example, you get a high-end piece of exercise equipment that you have heavily invested in for long or short-term marketing campaigns. You can push those clients directly to your website and capture their information in a lead. If they have any questions or drop out of the shopping process before submitting the order, you can call them back with the most highly trained sales agents.

When it comes to reacting to online leads, speed matters. Time, down to the minutes and seconds, count. Why? There are several factors. With a quick response, you have the opportunity to talk to your client when their curiosity is at its peak. The longer time passes, the more their excitement and enthusiasm about your product dissipates. Other factors like price, demand, practicality, etc. also weigh into this consideration. Furthermore, a fast response may allow you to speak with them while they are still on your site. This reinforces their interest in the product by giving a voice to your brand. Finally: the longer you wait to respond, the more likely the individual will move on—to a similar or alternative product, or a competitor’s website. That’s why you need to strike when the iron is hot.

  1. Personalized Response

Despite the importance of a quick call, speed is not the only difference maker. Your strategy for online customer response must involve more than just responding quickly in any way. As much as making a fast dial can impact results, so can the people representing your organization on the line.

Fact is, every lead is different. People have different questions, concerns and needs. Your online responders need to be well trained and versed in all aspects of your brand so they are able to provide each customer with a personalized experience. When a customer’s first contact comes from a skilled, confident individual, it immediately enhances brand value and opens the door to increased revenue through upselling and cross-selling opportunities. By using their experience and product knowledge, they can make product recommendations, creating a stronger connection between the consumer and your brand.

To provide the best response and customer experiences, state-of-the-art call center technology can be integrated to ensure online leads are always routed to the most skilled and knowledgeable representatives available. Additionally, real-time dynamic scripting can tailor scripts to individual callers to provide more relevant marketing offers.

  1. Data is Golden

When setting up a Web-generated response system, you have the chance to collect and analyze data. Many organizations fail to take this step. Don’t make that mistake. Data is a powerful commodity and can help you better reach and engage customers in numerous different ways. Collected data can be used to:

  • Create customized callback strategies for online leads.
  • Use “best time to call” information to increase efficiencies.
  • Track trends and best practices to increase efficiency.
  • Better profile your leads/target audience.
  • Tailor appeals, offers, and upsells to individuals.

In addition, developing an online lead response strategy also gives you the opportunity to incorporate a system to monitor your online lead intake and response in real time. This allows you to make adjustments on the fly and respond to changes in online lead volume (as you would to fluctuations in call volume). You should also set up a convenient system for accessing daily reports like daily lead intake, online lead response time and leads converted, so you can tweak your strategy as needed.

Finally, when creating your online lead response strategy, make your system as future-proof as possible so it can be integrated with different marketing strategies. Take some time to think about how you want to expand your marketing efforts in the future. Increasingly customers jump between different communication channels so you need to ensure your lead response system can easily be tied to different programs while still creating a streamlined experience. Whether it’s through your website or different landing pages, mail or phone, your response strategy should facilitate a fast, consistent, and exemplary customer interaction that creates a stronger brand connection.