What is Market GoGo?

Market GoGo is a specialized Marketing Consultancy, based in Calgary. Market GoGo focuses on a few things that will help you to make your company more successful. Those things are strategic in nature, and focus on things that many companies just don't have the experience or the depth to do. Those things are:

• Brand Audit: A review of the "personality" of your company or a particular "brand" your company represents. It covers a wide swath of customer interactions and experiences with your brand from brand standards (signage, lettering, colors, etc.), to advertising, to customer service representatives, to your website, to your positioning statement, and so on. The goal of a Brand Audit is to help you understand your brand's assets and customer perceptions and subsequently to make decision and changes that will ultimately help you to drive more sales.
• Web Marketing and Advertising strategies: Web Marketing is all about doing five things as part of your Web Portfolio: Get prospective customers to your website, Convert prospects to customers, Up-sell and cross-sell to customers, Provide online service to customers, and Get customers to come back to buy from you again. This portfolio runs the gamut from bidding on Google text ads, to banner ads served by Advertising Networks, to mapping the web sales process flow, to researching customer behaviour on your website through analytics and customer research, to opt-in email marketing, and on, and on, and on!
• Project Management of your Strategic Marketing Projects: Marketing Project Management ensures that projects are delivered on-time and on-scope by the "delivery partner" (e.g. an IT Development Team or a Product Development Team). The Marketing Project Plan also ensures that the Marketing specific tasks - such as Communication and Advertising - are put in place at the right time.
• RFP Response for your B2B opportunity: Writing an RFP response is an arduous task. It is also one that you may not get to do enough, and consequently you aren't practiced in crafting a great response that will catch the attention of the team that both crafted the RFP and will review your response. Your response should get you noticed, and get you to the "next step" in the negotiating process.
• Aligning your Contact Center's Behavior with your brand: Most Contact Centers or Call Centers focus on technologies and practices that will drive cost-cutting through their business. For example, the use of Interactive Voice Response (IVR) systems has been lauded by the Call Center industry as a great way to cut costs. But just find a customer who REALLY likes dealing with an IVR. Wouldn't you like your Call Centre's behavior and technology to provide the appropriate brand experience that your customers expect? That's the goal of Market GoGo's Contact Centre Strategy Approach.

Contact Market GoGo to find out more about how we can help you with your Branding and Marketing.

Bad Call Centers

I used to have the worst job in the world. I designed IVR and CTI systems. If you don't know what that means, try this for a scenario ...

I called this frickin 1-800 number for my insurance company and got one of those darn automated systems. It wanted me to tell it what I wanted. After several failed attempts I told it that I wanted it to F-off. That didn't work. Then it asked me for my policy number. I read it in. It got it wrong. I tried again. It got it wrong. Finally it transferred me over to a real person. That's what I wanted right from the start. A real person.

Yah - IVR and CTI are those cold systems that make call centers and contact centers run. And, they are the systems that everyone hates. Even the people who created them hate them. The first thing all of us do is attempt to zero out.

At a party, the best way to end a discussion is to tell people that you create IVR and CTI systems. Typically an Internal Auditor or a Colorectal Surgeon will have better luck starting an interesting conversation than an IVR and CTI consultant.

But, I have seen the light. What do I mean?
Improving a call center or contact center is not actually about shaving a second off each call. While operations personnel in a call center believe that it is, the Marketing department knows better. Improvement in a call center is all about synchronizing the experience at the customer touch-point with the brand's promise.

The process to synchronize a Call Center's operations with a Marketing Department's brand aspirations starts with a mini brand audit, and ends with a road-map for improvement. The road-map provides a call center an appropriate technology, process, training, and "people" plan that will empower the call center to deliver on the brand promise. It also involved educating Finance, IT, HR, and other departments along the way about the need to align the brand promise, and the cost and (even bigger) benefits of doing so.

The road-map can include IVR, CTI, and other technologies. However, it will specify the brand alignment that is critical for success. In the end, you can have your branding and save some seconds too.