In the mid-1990s, the buzz word is call centre outsourcing was "customer care". The theory was quite simple. Customers were then expecting to receive a higher level of customer service than in previous decades and not customer care was about addressing that. We've all heard that it costs much more to acquire a new customer than to keep a new ones and so customer care became the norm. Of course, customer service strategies have become far advanced since then but of the legacies of the customer care era is the welcome call. The idea behind calls is quite simple. When a new customer is acquired, the company will contact that person by phone to check a number of things and so the welcome call typically has a number of components.
(1) The checking of contact details such as address details and then add supplementary information not gathered during the initial sale e.g. email address
(2) Checking that the customer has received the product or any information relating to the service. They will also check whether the customer fully understands what they have bought and that it is working to their satisfaction
(3) The up-selling of additional products or services. e.g. if someone has bought a mobile phone, they may try to sell them insurance. Sometimes, this component may include the extraction of additional information which assists in a future sale e.g. if a customer has bought home insurance, you may ask when their car insurance expires along with other relevant facts such as current insurance provider and type of car. This information will then be used at a later date to sell other services.
(4) The closing of the call normally includes relaying messages about how to get in contact should they need additional information.
There may also be a section to verify the customer satisfaction levels with the initial sales process.
At the end of the call, the customer should feel
appreciated which theoritcally leads to lower churn
rates among customers at a later date.