New Ways to Integrate Intelligent Voice Broadcasting Into Your Marketing and Sales Strategy

WHITE PAPER
Integrate Intelligent
Voice Broadcasting
into Your Marketing
and Sales Strategy

New Ways to Integrate Intelligent Voice Broadcasting into Your Marketing and Sales Strategy 2
Executive Summary
© 2015 DialogTech | 855.444.7564 | dialogtech.com | twitter.com/dialogtech | dialogtech.com/blog
1
When you hear the term “voice broadcasting,” you may
think of an automated phone message from your kids’
soccer coach reminding you of practice next week or
a boring marketing blast. Most people think of voice
broadcasting as an impersonal, inflexible message that
doesn’t give the recipient the option to ask questions,
reschedule, or connect with a real person. But voice
broadcasting is more than a simple recorded phone
message; it’s an interactive customer notification tool.
Today marketing and sales professionals are using intelligent
voice broadcasts to cut costs, save time, and generate
leads and revenue. They have become an effective strategy
for improving customer engagement and satisfaction.
This white paper explains how marketing and sales
professionals are using intelligent voice broadcasting
today. It presents specific use cases on how voice
broadcasting can increase revenue and improve customer
communications. It also discusses how voice-based
marketing automation technologies are making it easy
for marketers and salespeople to implement intelligent
voice broadcasting.

3
What Is Voice Broadcasting, Exactly?
3333332
First, let’s address what a voice broadcast is and how
it has been used in the past. A voice broadcast is an
automated message that businesses send to a group
or segment of customers via phone.
In the past, technical expertise was required to set up voice
broadcasting. It lacked the ability to personalize parts of
the message for each recipient or give them the ability to
interact with the recording. Voice broadcasting was strictly
a one-way communication from business to customers.
Today, however, technologies exist that make it easy
for anyone to set up personalized and interactive voice
broadcasts, even with minimal technical knowledge.
Because of this newfound ease of creating intelligent
voice broadcasts, they have become an extremely
popular means of automating a variety of previously
time-consuming and often complex manual tasks,
such as:
• Marketing a personalized promotion to customers
• Conducting an outbound customer satisfaction survey
• Confirming, cancelling, or changing upcoming
appointments
• Filling or selling available inventory
• Notifying customers of a product update or
urgent message
FTC and FCC Compliance
Voice broadcasting technology must comply with
FTC and FCC regulations that place limits on
automated outbound voice broadcast delivery.
Regulations range from prohibiting certain types
of calls or callers to mandating information and
functions that must be provided by the call, such
as immediately identifying the caller and the
call’s purpose, and making an opt-out feature
available. There are other requirements as well.
For more details visit: http://business.ftc.gov/
advertising-and-marketing/telemarketing

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Marketing Communication with
Intelligent Voice Broadcasting
A study from September 2012 by Aberdeen Group
found that 66% of customer interactions involve voice
conversations via phone.
1
Simply put, customers still want
to talk to the people they do business with. Marketers are
using voice broadcasting to satisfy this need and to remain
engaged with prospects and customers.
Similar to email and social media, voice broadcasting is
an additional avenue for marketing communication. By
adding voice broadcasting to the marketing mix, marketers
can quickly compliment other marketing strategies by
automating voice connections with customers.
with CRM Integration
By integrating voice broadcasting with their CRM systems,
marketers across industries are experiencing a wave a new
ways to connect with customers and promote their products
or services.
For example, let’s say a car dealership wants to advertise a
promotion to prospects that have visited the lot in the past
six months but didn’t make a purchase. They can set up an
intelligent voice broadcast to go out to those leads in their
CRM system that references each person by name and
mentions the specific car they had looked at is now on sale.
The dealership can also use voice broadcasting to encourage
new buyers to visit their service center. Sales managers
can set up a voice broadcast to go out automatically a few
weeks after someone purchases a car. This message could
be a personalized promotion that includes each customer’s
name and the vehicle they purchased and offers them 10%
off their first oil change. This process can be easily repeated
for offers that occur on an ongoing basis. When setting
up personalized voice broadcast promotions such as this,
customers must have opted-in via FTC and FCC regulations.

5
Intelligent Voice Broadcast for Revenue Generation
Employees of a gas company were used to spending every
Monday making more than 1,700 phone calls to customers.
The phone calls surveyed customers for ordering
information regarding propane tanks. The gas company
needed this information to evaluate how many propane
tanks they needed to order for delivery each week.
This time-consuming process took eight employees an
entire day of work, every week. The gas company was able
to use voice broadcasting to automate a survey with the
same questions, and have the customer’s answers recorded
in a database. By automating these phone calls, the gas
company saved more than 60 hours per week of employee
time that was previously spent making phone calls.
Pharmacies also use intelligent voice broadcasting to
increase revenue by automating the process of prescription
refills. Pharmacies send personalized broadcasts with the
current date, customer name, and medications that need
refilling. Then, the customer is offered the option to refill the
medication immediately over the phone, or to connect to an
IVR or live agent to ask questions. Property management
and real estate professionals use voice broadcasting
similarly to call properties for lists of available units.
DPS Integrates Voice
Broadcasting API for
1,600 Clients
Dealer Product Services (DPS) provides marketing
solutions to more than 1,600 automotive retail clients.
By integrating voice broadcasts into their clients’ CRM
systems, they were able to automate advertising phone
calls to prospects, customers, and vendors about
warranty renewals, oil changes, and other services.
Using DialogTech’s voice broadcasting and API, DPS
was able to quickly and cost-effectively integrate its
clients CRM systems with DialogTech’s interactive
voice broadcasting technology.
“We chose DialogTech due to their flexibility and their
programming expertise,” said Tim O’Neal, President
and CEO of DPS. “They
have helped us integrate
our systems, streamline
processes, and automate
all of our call delivery.”

6
Marketers and sales professionals gather information
from their customers via outbound surveys. They then
use this data to improve processes and increase customer
satisfaction. By automating this process, businesses also
save time and money.
Customer Satisfaction Surveys
A company that delivers appliances and electronics to
people’s homes had been emailing post-appointment
customer satisfaction surveys to monitor the quality
of service their customers were receiving. These emails
were usually ignored.
Using intelligent voice broadcasting to build an outbound
survey with IVR (interactive voice response), the company
was able to send a short, automated phone survey to each
customer after a delivery. By integrating the intelligent
voice broadcast survey into their CRM, their customers
automatically received the broadcast minutes after the
delivery was completed, and all of their answers were stored
in the system. The IVR voice broadcast survey had much
higher return rates than the email survey.
5
Using the data collected from the phone surveys, the
home delivery company was able to improve the quality of
service their customers were receiving by monitoring the
performance of their employees. To comply with FTC and
FCC regulations, you must include the ability for customers
to opt-out of these communications.
Political Surveys and Donations
Political campaigners use voice broadcasting to automate
the process of collecting signatures for a petition.
Campaigners create intelligent outbound surveys that
explain the political issue at hand, ask the recipient to sign
the petition by pressing “1”, and offer the option to make
a campaign donation by transferring to a call center.
Using a voice broadcast to gather petition signatures and
support, politicians save money by only needing a few
agents on hand to collect donations from interested parties.
Political marketers then use data from the survey to build
a list of people to market to in the future, as well as to
aggregate information on survey responses and a list
of donors.
Outbound Customer Surveys with Interactive Voice
Broadcasting

7
Go Configure is a product delivery and installation
company with over $14 million in sales. By implementing
DialogTech’s voice broadcasting and IVR technologies;
Go Configure automated voice broadcast calls to
suppliers, drivers, and customers for each delivery.
Prior to implementing voice broadcast, Go Configure
was making five calls for each customer delivery.
Go Configure set up voice broadcasting for all customer
deliveries. Within the voice broadcast, the customer
is offered the intelligent option to transfer to an IVR or
live agent. If the customer needs to reschedule their
delivery appointment or ask questions, the smart voice
broadcast will transfer them to the IVR or a live agent.
Using voice broadcast to automate these phone
calls, Go Configure was able grow their business
without increasing staffing expenses, saving
the company over $70,000 per year.

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for Appointment Reminders
Confirming and rescheduling appointments is a process
that takes up hours on end each day for many businesses.
By automating this process, time and money is saved
by reducing missed appointments and filling them with
paying customers.
A study from the Journal of Dental Education showed that
by automating appointment reminders, dental offices were
able to reduce no-show appointments by 30%. Following
this reduction, the study found these offices were able to
increase revenue by over $400,000.
2
By offering people the option to transfer to a real
receptionist or to an interactive voice response (IVR), voice
broadcasts become intelligent. Customers can reschedule
appointments or ask questions after being transferred.
Another intelligent feature is the ability to personalize the
voice broadcast with the current date, time, and customer
name. These intelligent features are what make automated
appointment reminders a revenue-increasing tool.
Automating appointment reminders with voice broadcasting
saves employee time by eliminating the hours they would
spend making phone calls each week. It also increases
revenue by filling empty appointment spots with
paying customers.
Go Configure Saves $70,000
Using Voice Broadcasting

8
Keeping customers in the know of vital, often urgent,
information is a requirement of high quality customer
service. Using voice broadcasting as a means to
communicate urgent messages is another way
businesses keep their customers satisfied.
Travel Notifications
Airlines, hotels, and car rental companies have been
using voice broadcasts for years to relay time sensitive
messages to their customers. An airline experiencing
extreme delays due to inclement weather can automate
voice broadcasts to customers who have delayed flights
taking off in the next 24 hours.
Fraud Prevention
Banking institutions use voice broadcasting to send out
voice broadcasts when account activity has been flagged
as fraudulent. This helps customers monitor the safety
of credit cards, debit cards and savings accounts while
enabling identity theft notifications.
Systems Downtime
Software and hosting companies can use voice broadcasting
to inform customers when systems are down due to a
software upgrade or due to emergency outages. Web
hosting companies who experienced outages after
Hurricane Sandy used voice broadcasting to contact
customers throughout the United States to notify them
of outages due to hurricane damage.
Payment Reminders
Collecting payments from past due accounts is another
necessary activity that can consume several hours of
employee time every week. By automating the process of
reminding customers to pay their bill, businesses increase
the number of past-due account payments received.
In this scenario, the past due account will receive an
automated and personalized phone call, informing the
specific customer of their outstanding balance. The
customer then has the option to transfer to a call center
to pay their bill over the phone.
Product and Service Notifications

9
• Real-Time Reporting: Voice-based marketing
automation technology gives you access to real-time
data on your voice broadcasts: how many went out,
how many were answered, and how many went to voice
mail. View data on how each person responded to
customer survey questions, who got transferred to
a live agent, and more.
• Voice Mail Detection: Detect whether a live person
or answering machine has picked up the call. You
then have the option of leaving a custom message
on answering machines, or simply hanging up and
rescheduling the call for a later time.

1. Can you manage and schedule voice broadcasts
without assistance from the vendor or a developer?
2. Does the vendor have the ability to detect whether a
live person or voice mail picked up the broadcast?
3. Is it possible to create an interactive broadcast using
IVR technology?
4. Are you able to record your voice broadcasts after
they’ve been transferred to a live agent?
5. Do you have instant access to downloadable reports?
Top Five Questions to Ask a
Voice Broadcasting Vendor
8
Voice-based marketing automation is a technology that
makes it easy for anyone to create a personalized and
interactive voice broadcast campaign. The emergence of
this technology is one of the driving factors behind the rise
in popularity of voice broadcasting for businesses.
• CRM Integration for Event-Based Triggering: By
integrating voice broadcasting with your CRM, you can
set up events that automatically trigger an intelligent
voice broadcast. Events can be based on specific dates,
customer interaction history, or any other factor. CRM
integration also enables personalization of customer
voice broadcasts, so you can set up a single message
that automatically includes each recipient’s name and
account details.
• Iteractive Voice Response: Integrating IVR within a
voice broadcast enables sales and marketers to conduct
surveys and make their messages interactive. You can
ask recipients questions and customize messages based
on their response. You can also give recipients the option
to transfer immediately to a live agent.
Voice Broadcasting and Voice-Based
Marketing Automation

10
Conclusion
Next Steps
Call DialogTech’s today at 855.228.4623 to learn how
integrating IVR into B2B lead gen campaigns will help
you grow revenue. You can also learn how successful
marketers are using IVR at DialogTech.com.
Sources:
1. Aberdeen Group, ‘Speech Analytics Report’, September 2012
2. Journal of Dental Education, ‘The Reduction of Broken Appointment
Rates Through An Automated Appointment Confirmation System’, 2003
Today, voice broadcasting is more than just a one-way
communication tool. It’s an interactive solution that
enables sales and marketing professionals to save time,
increase revenue and improve customer satisfaction.
Thanks to the availability of voice-based marketing
automation technologies, the use case scenarios for
voice broadcasting are endless.

About DialogTech
DialogTech manages, measures, and automates voice
conversations with your customers and prospects.
These conversations cannot be managed using marketing
automation or CRM software alone. Without DialogTech’s
voice-based marketing automation platform, catching
these interactions is like fishing with a hole in the bottom
of your net – leads and information fall out.
The DialogTech suite is a set of software-as-a-service
applications including ad tracking, lead distribution,
hosted IVR, and voice broadcasting. Companies of all
sizes and across all industries use DialogTech, including
direct response, health care, real estate, home services, and
lead generation. Learn more at www.DialogTech.com.
www.DialogTech.com
Twitter: http://twitter.com/DialogTech
Facebook: http://facebook.com/DialogTech
800-568-1121
300 West Adams Street, 9th Floor
Chicago, IL 60606
About DialogTech
DialogTech manages, measures, and automates voice
conversations with your customers and prospects.
These conversations cannot be managed using marketing
automation or CRM software alone. Without DialogTech’s
voice-based marketing automation platform, catching
these interactions is like fishing with a hole in the bottom
of your net – leads and information fall out.
The DialogTech suite is a set of software-as-a-service
applications including ad tracking, lead distribution,
hosted IVR, and voice broadcasting. Companies of all
sizes and across all industries use DialogTech, including
direct response, health care, real estate, home services,
and lead generation. Learn more at dialogtech.com.
dialogtech.com
Twitter: twitter.com/dialogtech
Facebook: facebook.com/dialogtech
855.351.0726
300 West Adams Street, 9th Floor
Chicago, IL 60606

New Ways to Integrate Intelligent Voice Broadcasting Into Your Marketing and Sales Strategy

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New Ways to Integrate Intelligent Voice Broadcasting Into Your Marketing and Sales Strategy