Having been in the lead generation industry for over a decade now, I have learned a few things along the way about how many companies typically provide customer service to their clients. While you may look at the title of this post and think that client communication is a no brainer for lead gen companies – you might be surprised.
Some, lead generation companies try to maintain as little communication as possible with their clients, likely to minimize the opportunity for negative feedback. They generate the leads, bill, and that’s that. That’s not to say, of course that their leads aren’t effective – but communication is a critical piece of the puzzle that cannot be missed to ensure positive long term results.
At our company, client communication is key. We believe that the more feedback we get, the better we can make our programs and services. Because at the end of the day, it’s all about results. Our dedication to customer communication is readily evident throughout every step of our businesses processes: from the initial on boarding to the final delivery of qualified and compliant leads. Every step of a campaign comes with continued consultation of our clients. This emphasis we place on understanding our clients systems and procedures, help us align our strategy with theirs, and positively impact their growth strategy.
Communication is a two-way street. Likewise, when clients are not willing to share crucial information with their lead partners, they leave a potentially sizable piece of the market to their competition or worse, create the perfect scenario for a failed campaign. For example, say a client signs an IO for 250 leads per day even though they only have one staff member designated to follow up with these leads. If either party fails to discuss this important fact, before the first lead is generated; the appropriate adjustments cannot be made to ensure the program will be set on a course of success.
Good communication allows both parties to:
1. Identify resources available
2. Plan in advance for increased scalability (manpower, budget, infrastructure, technology)
3. Optimize and mitigate problems early on
4. Identify additional opportunities through detailed analytics and reporting
During my time in this industry, I have worked with hundred million dollar clients, and I have worked with clients that are in the start-up stage and just starting to get involved with lead generation. Regardless of their experience, size, or bank account, I believe that the highest quality service starts with good communication. Every client deserves to work with an organization that is open, reliable, and truly has their best interests in mind, I am proud that we can be that company.
Zeeshan Hayat is the CEO and Co-founder of Prizm Media Inc., a Vancouver-based lead generation firm that services US and Canadian health and wellness market and recently recognized by PROFIT 500 as one of Canada’s fastest growing companies. He is recognized as one of Vancouver’s most outstanding professionals in BIV’s Top “Forty Under 40” list.