Mar 29 2017 Day In The Life: Automation Isn’t For Everyone
Let me start by saying that I get a commission. I do not really know all the details. But, I know that when we sell something, I get an extra dollar or two in my pocket.
Why do I tell you this?
I think it demonstrates something about our organization, as well as the state of affairs across our industry’s ecosystem. Because while commission structures are an industry norm, my top priority is to find the right solution that best meets the needs of our clients – not the right solution that best lines my pockets.
This is especially true when we’re talking about automation solutions, which only work when they’re considered and deployed strategically.
For example, I was talking to a friend recently who had a temporary job. He was making phone calls on behalf of his current employer. As we were talking, I asked a lot of questions. (Of course I did. He was making outbound, purposeful calls to a known audience, attempting to solicit an action or response. Maybe there was space for automation.)
Who are you calling?
“People whose organizations are members of this group.”
Why are you calling them?
“Because they received a request to complete a survey.”
What do you hope to get from the communication?
“Whether or not they completed the survey. And, if they have not, why not. Or, if they will complete the survey, and to ensure that they understand the benefits of completing the survey.”
As Gru would say, “light bulb.”
Sounds as though this company may be an opportunity. Maybe they could use an automated outbound system. Maybe I could sell it to them. I need to buy a cup of coffee next month!
So, I start doing my mental gymnastics. I know how much my friend makes an hour and how many days per week he works. I extrapolate and figure they are spending at least $400 per week. I know that, with a two-year commitment, I can deliver a canned solution for less than they spend for two weeks.
Okay, I start asking my questions of my friend.
How often does this occur?
Why do they choose to use a live person?
What is special about this particular campaign?
Well, the answers did not thrill me.
The campaign occurs annually. They choose to use a live person because they have considered no other way. And, realistically, from a technical or systems perspective, there is nothing special about this campaign.
Again, I’ve reaffirmed that automation is not the best solution in every circumstance.
Obviously, if this campaign were about getting through the list, I could offer a solution that would do that without question. After all, it is just math. (Average Call Time * Number of Answers) + (Average Message Time * Number of Messages) + (Average Non-Connect Time). Multiply by the rate per minute and add whatever overhead is applicable. Compare that number to payroll. On a monthly basis, since I can throw more channels (lines or ports) to the equation, thus increase my list penetration – an average paid week yields an alphabetical penetration through “E” – will produce a higher contact rate when compared with the entire list.
But, this is not 52, or even 50 weeks per year. Is it four weeks per year? Eight? So now, I need to calculate a breakeven point, in terms of volume.
Let’s look at the demographics of the contacts. Will they listen to and respond to an automated message? These are CEO, CFO, VP C-suite real estate professionals. Will they listen and respond? The potential customer thinks “no,” and I am inclined to agree.
Can I offer an attractive outbound solution? Sure. Will it produce positive return over a year? Maybe. Is it the right solution for this business and endeavor? Probably not. Should I still talk to this potential customer? Absolutely!
Why? Because they may do other things. They may have additional needs and guidance.
Am I a resource for them, even if they aren’t a customer? Of course.
They may be a future customer. They may welcome a fresh insight. And even if they never purchase, they may provide a lead who will help me get that cup of coffee next month.
So yes, as it turned out, they are not a good fit for automation. Their “season” is too short, and their penetration requirements are too low. The NPV is not supported.
I will walk away. They will have my number. When they call or email, I will help them to the best of my ability – not just to pad my own pockets. Why? Because it is my nature. In fact, it is the nature of everyone I work with.
It’s our culture.