An effective and efficient customer service engine is second to none when it comes to driving the revenue objectives of an organization, and one of the key denominators of delivering excellent customer service is reachability and accessibility.

When customers have a problem, it is the company's responsibility to provide adequate channels for them to reach out and get that mitigated. The importance of having an inbound call center can be gauged from the fact that 60% of consumers believe customer service via phone calls offer the highest level of satisfaction among other channels.

Having an inbound call strategy is paramount for businesses striving to deliver exceptional customer service and drive positive outcomes. However, implementing such a strategy comes with its own set of challenges, such as managing call volumes, deploying native language speakers, and technology integration, among others. Here's a brief guide to help you develop an effective inbound call strategy.

What are inbound calls?

Inbound calls or inbound telemarketing are the phone calls made by consumers to a company's customer service team. These calls are typically handled by the company's call center or help desk to alleviate customer complaints and concerns.

Steps to set up an inbound call strategy

  • 1

    Define your objectives

    Start by identifying your goals and objectives for inbound calls. These may include improving customer satisfaction, resolving issues promptly, increasing sales conversions, or gathering customer feedback. Clearly defining your objectives will guide your strategy.

  • 2

    Create an inbound call center strategy

    Before you outsource your call center function or hire agents to work for you, you will first have to answer whether your inbound call center will provide technical support or proactive customer service or both. In most cases, businesses set up integrated customer support and customer success teams to cut costs while enhancing their customer service bandwidth.

  • 3

    Implement a knowledge base

    Develop an extensive knowledge base that includes information about your products, services, and frequently asked questions. This resource will empower your representatives to quickly access information and provide accurate and consistent responses to customer inquiries.

  • 4

    Develop call scripts and guidelines

    Create call scripts and guidelines to maintain consistency and quality in customer interactions. While scripts should be used as a framework, ensure representatives have the flexibility to adapt to the customer's unique needs. Encourage natural, conversational language rather than sounding robotic

  • 5

    Leverage conversational analytics

    AI tools like conversational analytics businesses can monitor customer interactions, sentiment, and patterns within conversations to gain valuable insights. These insights enable them to identify areas for improvement, such as training needs, process optimization, and customer experience enhancements. Conversational analytics provides a deep understanding of customer preferences, pain points, and emerging trends, enabling businesses to make data-driven decisions.

  • 6

    Outsource inbound telecalling

     A typical customer call costs between $9 and $15 to the businesses, making it unfeasible against the ROI they extract. Hence, outsourcing their inbound call strategy can not only help them cut costs but also save the hassle of managing a large call center team in-house. Telemarketing agencies with native language capabilities can enable them to tailor their communication channels to the different stages of the customer lifecycle to ensure the best possible dialogues with the customers, thereby enhancing their CSAT scores and maximizing value on every dollar spent.

  • 7

    Make customer data work for you

    Getting calls is great, but having clarity on what to do when you get those calls is golden. Businesses often don't know how to handle inbound calls, thereby failing to meet customer expectations. Keeping a record of all customer data- calls, queries, responses, etc., can make a huge difference in the performance of your inbound call process, particularly while routing calls to the right customer service representatives. Integrate CRM data with social information to personalize inbound call engagements based on contract values, close dates, and real-time social media updates from Facebook and Twitter.


These inputs and tactics can help businesses establish the right inbound marketing engine that helps keep customers satisfied for continued revenue growth. An inbound call center strategy is quintessential in today's sales landscape to drive sales renewals, upsells and cross-sell. 

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