telemarketing programsKathy Sisk Enterprises Inc. has been involved in the Call Center industry for over 39 years. I have had my hands in every conceivable aspect of call center operations from A to Z. Through the years we have seen a lot call centers come and go and changes in laws and technologies. As a consultant and trainer for the industry, I have witnessed many mistakes that can be avoided or quickly corrected when creating telemarketing programs.


From my experience, I’ve noticed many internal programs suffer the same types of problems that are repeated from one program to the next.  For this reason is why I have put together a guide to help centers ensure a smooth and successful outsourcing campaign.

My objective is to improve the awareness and ensure a more positive outcome to all parties….the clients and the third party outsourcers by equipping the right people with the right tools.

The Failures Seem To Fall Into Three Groups:

1 Before the calling begins.

2 During the calling.

3 After the call is completed.


Before The Calling Period Begins

Plan for the Program: The calling begins without a written plan agreed to by all parties. There are about 20 points to cover in a plan, and it will change as the program moves along, but it is imperative that a logical path is followed. If you do not have a written plan, then where does the blame go?  Usually the blame is pointed in the wrong direction, and when that happens it is difficult at best to find a solution that rectifies the failure.

Instead there is only finger-pointing and disgruntle parties. This is why I have created and maintain for our clients a Project Management Guide (PMG) for every campaign we project manage. All parties are required to study the PMG and discuss the issues, rework them, and start the campaign, whether inbound or outbound, at a slower pace to see what is working and what areas need improvement. This is called the testing phase or ramping up phase of a campaign; an essential part of successful telemarketing programs.


Program Objective


All concerned parties must have the same understanding of the objectives of the campaign; this includes parties such as, the client, service provider, assigned agents, and assigned project managers. The client communicates to the assigned project managers what they want accomplished, their expectations and specifications of the campaign.

This is done by completing a questionnaire form called, “Account Overview”. Once the client completes the form, we transfer this information to the PMG so that the assigned center’s staff can be orientated and trained properly.   A program can have several levels of objectives:  i.e., set appointments, send literature, lead generation, taking orders, trouble shooting, surveying, etc. All objectives and levels are pre defined and identified in the client PMG.  The PMG is the roadmap to the overall success of the client’s outsourcing campaign.


Next month I will share with you the expectations and other vital aspects for setting up and managing effective telemarketing programs for any campaign.


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