Success factor multi-canalness in financial marketing: Target group of the generation 55+ wants to be called

Source: Source: Peter man, Stefan, „future market Best Ager - success factors for the age group 55+, training further study Communication center management at the university Bremerhaven, January 2007 (openPR) - many consumers criticize the calls of call centers as very annoying. This does not apply however to the generation 55+, the Best in such a way specified Ager. This straight target group important for financial marketing estimates the telephone contact with its Finanzinstitut. To this result comes a study, which was accomplished in the context of the training further study Communication center management of the university Bremerhaven. Therefore the telephone speech beside the personal contact in the office and the letter applies as popular communication form in this customer group. For the investigation 254 customers of a north German savings bank were asked.

Result on the call center World 2007 distinguished study: The more strongly automation by self-service and on-line Banking in the financial sector stops, the more attention is the telephone speech of the customers to be dedicated. Only by a more-canal speech, which uses the telephone consciously as communication way, the Ertragspotenzial of the generation 55+ can be exhausted fully. The results of the questioning show that with a topic relevant for the target group the Outboundtelefonie with a Mailing dispatched first can be a successful form of the customer speech. This combination (Mailing and telephone call) promises clearly larger chances of success than the exclusive personal speech in the office. Belongs to the more-canal speech thus also with the Best Agern to the success factors in active telephone marketing.

University Bremerhaven
Training further study Communication center management
At the Karl city 8
27568 Bremerhaven
Professor Dr. Heike Simmet
Heike.Simmet@ccm-studium.de
www.ccm-studium.de

The training further study Communication center management at the university Bremerhaven qualifies high-level personnel the call center industry for resuming tasks of line. The study covers industry-specific contents such as dialogue marketing, Communication center technology, personnel management, project and process management as well as general management and topics such as Unternehmenskultur, Offshoring and intercultural management. The concrete conversion of the learned knowledge in the guidance everyday life always stands in the study in the foreground. Above all the organization in line with standard usage of contents of the training further study and the interactive training forms such as group works, planning games and case studies make a direct success in learning for the participants possible. The innovative training further study can be integrated by an accompanying E-Learning-program and a Coaching of individual practice projects problem-free into the occupation everyday life. The participants attain three conclusion qualifications within a yearly in the compact week final study: a certificate of the university Bremerhaven, a nationally recognized conclusion to the Fachwirt/in for Communication centers management (IHK) and the teacher qualification test. The costs amount to 8,000 euro.
Start of the new class of the training further study Communication center management to 4. May 2007

Dieser Artikel wurde veröffentlicht auf
OpenPR - http://openpr.de/news/123078/Erfolgsfaktor-Mehrkanaligkeit-im-Finanzmarketing-Zielgruppe-der-Generation-55-will-angerufen-werden.html