How Technology Is Changing How We Treat Blue Zebra

Mention the term "online appointment scheduling," and different thoughts come to mind. Setting appointments in Microsoft Outlook? Using Google Calendar to communicate with friends and business acquaintances? Seeing the calendar pop up when you book a flight or a room? ™

Or maybe you think of the online software an increasing number of doctor's, health clubs, colleges and many other businesses large and small are using for their clients, patients, students and customers to more easily book their appointments.

Most of us utilize the Internet in our daily lives, and we're familiar with the seemingly endless array of calendars, time and date drop-down buttons, and location fields found on most Web sites. This technology makes it easier to manage the important events in our busy lifestyles, and it's the basis for online scheduling services.

"Jane Jones, a mother of two young children, leads a very fast-paced life. In addition to her 9-to-5 office job, she also has the daily responsibilities many of us share: attending to family member needs, preparing meals, paying bills and scheduling appointments. She needs to book an appointment with her hair stylist, but this is usually a challenge, given her busy daytime schedule and the stylist's limited office hours. Fortunately, her hair stylist now offers online self-scheduling."

Online appointment scheduling, in the true sense of the term, is a software as a service (SAAS) program that allows individuals, businesses and organizations and their customers, patients and clients to easily book appointments online. Whether it's for a service appointment or registering for a class, Web-based scheduler services give both providers and customers the flexibility to manage their calendars more efficiently and effectively on their own time.

We all lead very busy lives, and oftentimes something as trivial as a phone call to book an appointment can turn into an added hassle, especially if we're put on hold for an extended period of time or are unable to speak with somebody during non-business hours. With all the technology available, why not take advantage of it for these simple, yet important, tasks?

HOW DOES IT WORK?

"Jane is ready to book her appointment with her hair stylist. With her personal calendar in hand, she accesses the stylist's Web site and clicks on the appointment button. A calendar appears, and she see's what dates and times are available. After checking her schedule, she clicks on the day and time she'd like to come in. Her appointment is booked. No phone calls. No e-mail inquiries. It's as easy as that."

Online appointment scheduling software comes in many forms, but most incorporate several basic principles.

Most organizations who allow customers, clients and patients to book services online typically steer them towards their Web site, which will have a button link or banner to access the online scheduling page. Some sites require the user to register first before making an appointment; these individuals are usually issued a login name and password for future appointments. Other sites do not require it and permit their customers and patients to schedule freely without logging in.

Once on the registration page, the user typically will view a calendar to see what days, times and locations are available to schedule their service. Unavailable dates are typically indicated on the calendar. The user selects a time by clicking on a date in the calendar. Depending on whether the individual has logged in and the system recognizes him or her, the service may prompt the registrant to provide information such as first and last name, address, e-mail and phone. Once confirmed, the appointment is automatically booked in the system. It's as simple as that. No fuss, no waiting, no taking additional time out of our lives to make appointments.

Some scheduling services offer appointment reminders for both registrants and the service provider, usually 24 hours prior the scheduled date. These can be in the form of e-mail and/or text message. As most people have cell phones and Internet access, these reminders are invaluable in informing them of their upcoming appointments and, conversely, help the service providers reduce the number of "no-shows."

Although self-scheduling can be a tremendous benefit to both users and service providers, some organizations opt not to provide this and instead utilize the appointment scheduling service for internal scheduling purposes only. They'll still take appointments by phone, fax and e-mail, and then manually input them into the service. Online scheduling programs are perfect for this method as well, since it gives these small business owners the tools they need to better organize their appointment calendars and appointment reminders.

WHAT ARE THE BENEFITS?

Using a pen or pencil and notepad to take down appointments by phone or e-mail is becoming a thing of the past. Online appointment-setting services are helping individuals, businesses and organizations nationwide and around the globe improve staff efficiency, save money and provide customers more flexibility. Let's examine how.

o Staff Time. Taking and setting appointments can eat up a large percentage of a staffer's workday. The time wasted could be used more productively. An online appointment-scheduling software system can free up a staffer for more important tasks, which benefits the overall operations of the business or organization. Additionally, companies that do not allow self-scheduling still benefit by utilizing an efficient, easy-to-maintain internal appointment system.

o Money Savings. Referencing the above bullet item, a company that offers self-scheduling can save money by removing appointment-setting duties from staff members, thereby eliminating the need for a staff member whose primary responsibilities include setting appointments. Additionally, Web-based self-scheduling systems typically cost substantially less than custom-programmed systems.

o Customer Flexibility. An increasing number of your customers and clients-both current and potential-are expecting convenient online services. Not providing these could put your organization at a disadvantage, especially if your competitors are offering it. It may not seem like a deal-breaker, but many individuals are looking at service providers' online features before making a decision.

"When she booked her appointment, Jane requested both an e-mail and text reminder. A day before her session, she receives both. Jane values the online appointment service offered by her hair stylist, and expects more of her service providers-including her doctor, dentist, personal trainer and chiropractor-to offer it as well. Some already have. It's certainly benefited her and her busy lifestyle."

WHO NEEDS IT?

The short answer is most businesses. Users of this technology encompass a wide range of industries, from small businesses to large Fortune 500 companies. If an organization provides a service that requires an appointment or specific time and location, chances are they can offer online scheduling for its patients, clients and customers. Let's take a look at some of these industries and how they utilize online appointment scheduling services.

o Physician, Dentist and Chiropractor Offices. These facilities use online scheduling to book patient appointments and services, thereby freeing up receptionists and support staff for more important tasks.

o Photographers and Photography Studios. Photographers can more easily manage their existing customer appointments and attract new clients with an online scheduling presence.

o Massage Therapists, Salons and Spas. Online appointment scheduling is a great benefit for individuals who utilize these services and treatments, especially regular clients set appointments who can easily schedule their next appointment online without having to pick up the phone.

o Federal, County and Municipal Agencies. These government bodies use it for a variety of purposes, from scheduling flu shot clinics to booking sports practice fields and park facilities.

o Colleges, Universities and Educational Institutions. Many of our educational institution clients use online appointment software to book rooms, schedule student appointments at counseling and other facilities, and coordinate seminars and lectures.

o Personal Fitness Trainers. Online scheduling allows them to spend less time on manually managing their training schedule and more time focusing on their clientele.

o Freight and Delivery Services. Companies that specialize in freight and delivery are really benefitting from online scheduling, as it provides an easy way to assign dock times and locations for its drivers.

o Health Clubs. These groups typically offer aerobics, yoga and other activities, a perfect fit with online scheduling software.

o Tennis and Golf Facilities. Individual tennis and golf lessons are important services at these businesses, and online appointment software helps trainers book and manage their clients and lesson times.

o Counselors and Tutors. Whether they work at an educational institution or out of their homes, online scheduling software helps them properly manage their clients and students.

Last, but certainly not least, the service benefits the customer and client, the reason why organizations and businesses exist. If you provide a service deemed valuable, chances are they'll remain loyal to your operation. Something as simple as online appointment scheduling could be that valued service.

1. Management

Successful companies know that having an experienced management team is absolutely critical to the success of any campaign. They are the life blood support to the callers. They coach, train, motivate, and control quality and performance standards. Finally they provide ongoing communication and strategy refinements with their clients. Make sure you fully understand a company's management structure. Proactive communication is crucial to keep you in the loop of activities on your program. Make sure to ask the provider how often and accessible the management staff is at all times.

2. Caller Experience

Obviously caller experience is a critical component for a successful campaign. Maturity and professionalism are key, especially with B2B marketing. Avoid companies that hire young kids to represent your company. There are different levels of caller experience required depending on the complexity and level of difficulty of your campaign. The Company should provide pricing options that directly coincide with caller talent needed for you to be successful.

3. Exclusive Dedicated Callers or Not

Physical brick and mortar call centers typically use multiple callers working on multiple campaigns. They typically use predictive dialers that are filled up with several programs and read off of scripts. Avoid using traditional call centers. They may be OK for B2C campaigns, not so much for B2B. The company should offer you the ability to have your own dedicated callers that specialize on your program. However with that said, this option should also coincide with the number of calling hours you commit to. A dedicated agent usually requires 5 hours a day of work. If you choose a smaller block of hours, it is likely that your agent will need to work other programs as well to earn a living.

4. Structure and Process

A reputable company should have a clear and concise on-boarding and implementation process. There should be a clearly defined company structure. You the client should have clear expectations on the daily operations of your program from training, launch, and ongoing operations. The company should not only be able to communicate this to you, but should be able to give you documentation for your reference.

5. Fees and Pricing

Reputable companies charge between $20-$30hr if they use USA based or Canadian callers. Good companies should have an option for performance based incentives and hybrid plans. The fees you pay a provider should directly coincide with the talent level of caller needed to make your program successful. If you don't need the cream of the crop because your program is simple and straight forward then you should not have to pay the same rate for that caller. It is understandable to want the best price for your campaign. However, you can bet that the less you pay the company then something has to give for them to still make a profit. It is usually the callers pay and that caller is the one representing your company. You are hiring people, not purchasing tangible goods where price can be haggled. It is important to understand this. Remember your Return on investment is what matters, not what you save upfront. The saying you get what you pay for is more accurate than ever when dealing with people resources.

6. Pay for Performance

Although this may sound great to you, you need to be aware of the logistical implications for the company to run such a program. Very few talented callers if any are lining up to work on this basis only. Even if the company can get some, they will generally force leads to get paid and jeopardize the reputation of your company. Turnover is very high and the program usually never gets off the ground. Additionally because of all the many variables such as your value proposition, target market, decision maker title, geographic market, etc. make it very difficult for a company to predict exact results. However, a fair approach to this is to have the company conduct a small performance benchmark pilot on an hourly basis. Upon completion of the initial pilot, the provider should be able to accurately quote you on a per lead basis because they have obtained a true performance benchmark from the metrics achieved during the pilot. This also solves the problem of finding talented callers willing to work your program because they to know what they are able to produce from the pilot. Of course you may also want the option of staying at the fixed hourly fee as most companies will charge a premium for a Pay per result basis if they offer it at all.

7. Guarantees

In all reality a legitimate company can't make any true guarantees on results. There are too many variables and market conditions to make such claims. Avoid any company that can magically tell you what you should expect. Sure, reputable companies should be able to give you some ballpark estimates based on their experience, but they should be estimates, NOT guarantees. If a company is guaranteeing you specific results, then more than likely you are guaranteed to lose your money. These companies are looking to make a quick buck with your hard earned money. Run the other way and fast. They will make a chunk of money, destroy their reputation, then go out of business and resurface under a different company name. However, with that said it is certainly reasonable for a company to guarantee you the ability to cancel the program at some point and receive your money back for time not used.

8. Minimum commitment and realistic expectations

A reputable company should be forthright in giving you realistic expectations. They should not be afraid to tell you what is real and what is smoke and mirrors. Your trust in the company should be at the top of their priority list. B2B Telemarketing works very well, but you must understand it is a process that takes time to develop. Getting through to the right decision maker, sending follow up collateral, following up, etc. If you only commit to a very small amount of hours, then you need to expect a very small amount of results. In our expert opinion, anything less than 40 hours is not a true measure of what the program will do for you. It's amazing how many times companies will purchase a tiny block of hours, see little or no results and then say telemarketing does not work. You must be realistic and the company you work with should be able to tell you the time commitment needed to properly pilot your specific program.

9. Gimmicks

Beware of any company that makes claims such as double your sales, guarantees results, pushes too hard, or is using some gimmicky sales language on their website or collateral. More than likely this is how they will represent your company. They are probably looking to make quick money by taking yours. Run away and fast! These companies come and go by resurfacing under different names. Don't be fooled. Check to see how long the company has been operating under one particular name. Reputable companies are focused on the long term success and want your ongoing business.

10. Refund Policies

All reputable companies should provide you with an easy to understand refund policy. Avoid them like the plague if they have no policy in place.

11. Reports

The company should be able to offer you reports that contain all performance metrics not just results. You need to see how many dials per hour they are doing, leads per hour, number of requests for information, emails sent etc. You should never have to pay for reports. The more reputable companies have invested in an online system where you are able to log in and see detailed reports on your campaign. Ask them to show you the system and how it can be customized for your needs.

12. Brick and Mortar or Virtual

Folks, this is not the 80's anymore. Technology has made it very easy for companies to utilize remote callers very effectively. We believe this model is vastly superior to a brick and mortar model. You don't have to pay for their overhead, such as cubicles, computers, lease fees, telecom, etc. They still need to make a profit so they probably have to pay their callers less. Virtual companies do not have a limited labor pool, therefore they can hand select talented callers from across the USA and Canada. Their callers are much happier and more productive because they are not sitting in traffic commuting to a stuffy boiler room call center. They are not distracted by other callers sitting next to them. Your prospects don't hear call center noise or predictive dialer delays. They will argue to death to defend their outdated business model because they have way too much overhead invested in it to lose it.

13. Offshore or NOT

If you are trying to sell your product or service in North America, you should always avoid offshore companies such as those in India or the Philippines. You should always use callers who reside in the country you are selling to. The only exception that has proven to work is USA or Canadians selling into English speaking Countries such us the UK and Australia. Yes, there is no question that offshore companies are cheaper. However, you will almost always be throwing your money down the drain if you choose to hire them. Not to mention the substantial communication barriers you will face.

14. Call Center or Business Development Firm

After the Federal Do Not Call regulations came into existence many traditional call center "boiler room" types had to switch their focus to B2B as they observed B2C business dry up. One day they were setting appointments for home improvements or selling magazine subscriptions and the next day they were calling CEO's and business owners. How is that possible? The skill sets required for a successful B2B program are completely different than those of the B2C world. Professional B2B service providers understand and embrace the specific skill sets that are necessary in a qualified business level telemarketer. For example, while being able to establish rapport with a decision maker is very significant in business it is even more important to stimulate interest and establish credibility within a short period of time. The company should understands that business acumen needs supplemented by good questioning skills.

15. Experience and reputation

Do your homework. There are many companies that pop up in the industry making ridiculous claims and guarantees, only to take your money and go out of business. They usually resurface under a different business name. Check the company's references if you are seriously considering moving forward. Check their Better Business Bureau rating for any complaints. Experience and reputation are everything when choosing the right company to represent yours.