Service fuels marketing effectiveness for cable operators.August 9, 2007 -
By linking callers to their entries in cable operators' Homes Passed database, AccountLink Services allow companies to gain immediate insight into response to their marketing. Operators can determine caller's service eligibility, conclusively identify callers, reroute out-of-footprint callers, and retrieve customer account information. Services also enable operators to guide agents through interactions based on each caller's profile, including demographics.
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Original Press release
TARGUSinfo
8010 Towers Crescent Dr., Fifth Floor
Vienna, VA, 22182
USA
TARGUSinfo AccountLink Services Let Cable Companies Sell Smarter
Solution Fuels Increased Marketing Effectiveness and Improved Customer Service by Leveraging 'Homes Passed' Database
WASHINGTON, July 23 /-- See TARGUSinfo in CTAM booth #420 -- TARGUSinfo today announced AccountLink(SM) services, a new solution to help cable operators increase their marketing effectiveness and improve sales in an increasingly competitive marketplace.
By linking callers to their entries in cable operators' "Homes Passed" database, AccountLink services allow these companies to gain more immediate insight into response to their marketing. By attaching account information to each caller, cable operators can more accurately and easily measure their marketing at the most granular level possible.
"The No. 1 issue for cable operators is dealing with the encroachment of telcos on their traditional data and video turf," said Gareth Herschel, Research Director for Gartner. "Cable operators face fierce pressure to improve their marketing measurability and effectiveness. When agents lack access to the 'Homes Passed' and serviceability databases, and when they lack basic information about the caller, they're just flying blind."
AccountLink services also connect to cable operators' serviceability databases to inform customer service agents, before they answer a call, whether a consumer or business is: in the company's footprint; a current subscriber; at a serviceable address and likely to upgrade to a certain additional service. These services directly address cable operators' needs to market and sell more effectively as telephone companies compete with them more aggressively for video and data market share.
Determining serviceability is important when consumers call but it's often tougher -- and can be even more vital -- to determine if a business is serviceable. For example, if a business caller wants high-speed data in her office, the agent will know going into the call whether that service is available at the caller's address, enabling the agent to deal professionally and swiftly with the caller. Without AccountLink services, the agent could waste time providing details about services the caller cannot receive, alienating the caller.
AccountLink services enable cable operators to:
-- Gain a more immediate measure of marketing effectiveness by linking callers to account information in "Homes Passed" databases;
-- Determine a caller's service eligibility by linking callers to consumer and business serviceability databases;
-- Conclusively identify callers and reroute out-of-footprint callers:
-- Retrieve customer account information;
-- Guide agents through interactions based on each caller's profile, including demographics;
-- Aggregate requests for new services to gauge demand in particular geographies or market segments; and
-- Compile caller responses to refine agent effectiveness.
By contrast, most cable operators still cannot automatically match a call to a customer account, TARGUSinfo proprietary research shows.
"AccountLink services dramatically improve marketing accountability, the quality of customer-agent interactions, the sales success rate and the volume of calls an agent can handle," said Mark Barber, TARGUSinfo Vice President and General Manager for Communication Services Providers. "The result is the exponential improvement of the cable operator's marketing execution and business performance."
For more information on AccountLink services, visit TARGUSinfo at booth No. 420 at the CTAM Summit on July 23-25 in Washington DC or visit http://targusinfo.com/accountlink.
About TARGUSinfo
TARGUSinfo is the leading provider of On-Demand Data(SM) services for telecommunication providers and other consumer-facing businesses. Its unique identification, verification and location services enable telecommunication providers, call-center operators, retailers, Web-based marketers and others to dramatically increase the quality of their services and the effectiveness of their marketing. A privately held company, TARGUSinfo is headquartered in Vienna, Va. For more information, visit http://www.targusinfo.com/.
pr@TARGUSinfo.comkpantinas@beaupre.comhttp://targusinfo.com/http://www.beaupre.com/
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