Technology’s Back-end Effect

Don’t be discouraged if your business can’t afford advanced call-center technologies. Small-scale direct marketers often can’t afford the steep price of automated systems because they don’t have the scale to amortize large-fixed costs.

At the same time, however, they can provide a much better level of customer satisfaction because the interactions their customers have are with well-trained teams of reps who are engaging, close to the business and feel they can make a significant difference in the business. It may be more expensive per call in the short run, but it has the potential for greater returns in the long run.