As you compare dialing companies, have them demonstrate each of the following "list management features."  Do not just let them tell you they have these features.  This functionality is so critical to your success that you must have it in your system.

Please Note:  If you can find a company that developed their dialer on the call center floor or had their own call center, they probably have most if not all of these items because they had to use them on a daily basis.

The Predictive Dialing System must be able to import leads from diskette, tape, DAT, 9 Track, CD, Optical disc, Jaz and Zip drives, cartridge, hard disc, modem, existing databases, networks, mainframes, internet, etc.   In addition for less than $250, the entire United States yellow page business list and the white page residential list should be able to be added to a good system.

Functionality to create "sequential" calling lists must exist. Then, if good merge purge features also exist in the system, you will be able to match, merge, and de-dup the sequential list against your normal list.  This enables you to identify people with unlisted numbers.  Many times people with unlisted phone numbers produce greater sales per hour because they are not called as often.

Predictive dialing systems are required by State and National laws to maintain a "Do Not Call" list. Every campaign and list must be able to be checked against the Master Do Not Call list. If the system finds a number in the Do Not Call list, the system musst not dial that number.

The Direct Marketing Association's Do Not Call List and the individual State's Do Not Call Lists should be able to be easily added to Master Do Not Call List.  Agent must also be able to flag any record and add that record to the Master Do Not Call List.

Please Note:   Many dialing systems maintain this Do Not Call list by campaign, instead of in a central "Do Not Call" table.   The reason for this is because it is easier for programming to create the list this way. This does not, however, comply with Telemarketing Laws and exposes your company to large fines because a "do not call number" can be on two separate campaign, but only on one Do Not Call list.  Thus, it could be called and expose your company to a complaint.

4. It must be easy to lookup or delete records from calling lists:

Self explanitory.

5. It must be easy to add, delete or update new Area Codes:

We are running out of phone numbers in America so the North American Numbering Plan is continually adding new area codes across the United States.  As area codes change the ability to update your existing lists and database becomes absolutely essential.  If the database cannot be easily updated, you may experience a very high number of disconnected phone numbers or SIT tones. This will discourage your agents and reduce their productivity.   It may also increase your long distance costs.

6. It must be easy to create new calling lists from existing campaigns and lists:

When records are called, a disposition code is assigned at the end of the call.  Each campaign must have user-defined disposition codes and sub-codes.  This dialer functionality enables you to create new calling lists by simply selecting the desired disposition code or sub-code, or any combination of codes. For example: a new calling list might need to be created of people you have not talked to for the past 120 days.  Or, a new list might need to be created of people who responded in a certain way on the last contact.  This functionality gives you great control over the management of your lists and dialing campaigns.

7. New leads should be able to be added to an existing campaign:

You must be able to import and append leads to an existing campaign list. This enables you to change the record mix on your calling lists, which can significantly improve your agent's performance.

8. You must be able to use any field or combination of fields to create  and or modify calling lists:

You must be able to use any field in the database, or any combination of fields in the database, to create higher performing calling lists. This is extremely valuable when you want to recycle your leads.  For example: if you are in the mortgage industry, you can create a calling list of people who have been in their homes three years or more, have a home value of over $100,000, and have over $15,000 of credit card debit.

9. You must be able to change the calling list on the fly in an emergency:

Suppose you were calling Florida when hurricane Andrew hit, or New York when terrorist bombed the World Trade Center.  Would you want to continue to call those areas? Absolutely not! Your performance would suffer and people would think you were insensitive to call at such a time.  You must be able to simply select a new list and activate it so the  agent's next call is from the new list.

10. Lead Inventory Report:

The predictive dialing system should have list management reports to help determine the effectiveness of your lists.  This enables you to determine and evaluate your list performance and is very crucial to maximizing your succes.  Standard reports should measure:

Number of leads not contacted

Leads contacted by agent,  leads in different time zone, state, area code, etc.

Penetration of list by state, area code, time zone, result code, list source, etc.

Performance of list by source, agent, state, area code, zip, result code, etc.

The remaining leads and the amount of time required to call the remaining leads in the system

Number of leads in the system

Number of leads by campaign, category,  or disposition code

These reports help you determine how to maximize your sales.  For example: If you see that you are making more sales in some states than others, you can concentrate on those states.  Or, if you see that one list source performs better than another, you can focus on leads from the better performing source.

The importance of list performance:

If you can determine what segments of your list perform better than other segments, you have the power to control your overall productivity in your telemarketing room. Here is an example.

Assume you make a mistake on your first shift by calling bad performing lists and  your reports do not reveal this problem.  What do you think your telemarketing agents talk about during their first break.  That's right - the poor list. This impacts the whole morale of the room and bad attitudes are formed and enchanced during the break.

Now, let's assume again that you start a good list at the end of their break. Your telemarketers' attitudes are bad and they are convinced that the list is not good. They stop making second efforts and the quality of their presentation deteriorates.  Production drops.  Why?  Because you did not know the list was bad until you heard everyone talking about it during the break.

Good "List Performance Reports,"  real time or hard copy,  helps solve this very critical problem!   Management must require this type of report to  help you identify which list or segment of the list is performing better than the rest. This enables you for focus you calling, or even mix your calling,  to obtain better performance all day long.

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This article was written by Judd Humpherys. © Copyright, 1996. Used by Permission.  Making copies without the written permission of the copyright owner is prohibited by law.