Vandan Jain

Freshcaller Marketing Research, Messaging and Channel Evaluation By: Vandan Jain Index Target Audience Analysis Compete Analysis Buying Scenarios and Messaging Marketing Channel Evaluation – Lead Generation Search Social Referral Web Presence Objective Understand customer requirements from product Assess competition to identify differentiation Define product positioning and messaging Evaluate lead generation channels Optimization of web presence to build engagement with visitors and prospects Target Audience Analysis Geography* United States, India, UK, Australia, DACH, Netherlands, Sweden, Denmark and Finland Industry Retail/E-commerce | B2B | Logistics & Transportation | Business Services | Software / Information Technology | Education | Leisure/Hospitality | Food & Beverages | Energy | Governmental / Non-profit organizations Scenarios Existing Freshdesk customers Net New Companies who are just starting their customer operations Companies who have a small team size and want to implement a call center software Companies who are already using an existing VoIP or PBX Roles Decision Maker - CEO, Head - Customer Service, Head - Customer Success Influencer Internal - Operation Manager, Admin staff, Manager - Customer Success, Manager Customer Service External – Customer success industry influencers Objectives of Decision Makers Provide quick resolution to customer queries and complaints Maximize caller productivity Maximize revenue through phone Current Solutions Phone support with no dedicated system in place Regular VoIP Internally managed PBX Challenges with Existing Solutions Dependence on limited phones / hardware to make or receive calls Difficult to scale Distributed customer information Missed calls Low Global connectivity Low call quality Maintenance downtime Dedicated personnel requirement for maintenance Lack of monitoring, reporting and analytics Implications Low customer satisfaction Loss of revenue Low caller productivity High maintenance cost * Office presence in these locations | Berlin office caters to Germany, Netherlands, Austria, Switzerland, Sweden, Denmark and Finland Key Decision Criteria Cost - Set-up, Call and Monthly Expense Geography - Availability of number in a specific location (Both toll free and local number) Channels - Voice, Text, Social, Video Call Quality Ease of Set-up Reliability and Uptime Security Customization Support Feature Requirement Agent Presence Status Platform: Desktop, Mobile Centralized Management Inbound Connecting to customers - Routing, IVR, Queues, Queue call back, Autoreceptionist, Business hours, Voicemail Providing service to customers Interaction history, Easy call transfer, Conferencing, Call notes Integration with Helpdesk and/or Servicedesk Outbound Dialer Integration with CRM Reporting and Analytics Real-time Dashboard Call Recording Reporting and Call Metrics Compete Study Features Platform Connecting with customers Providing service to customers Reporting and Analytics Global Connectivity Pricing (Start and Final Price) Integrations Aircall Call center software for companies which provides all features for support and sales on call. Primary used case is for those companies who are either planning to move from hardware based set-up / VoIP / PBX or are migrating from existing software due to Aircall’s integration capabilities Local and Tollfree numbers in 40+ countries • Essential - $30 per month per user • Custom pricing for a bigger team Pipedrive, Zendesk, Salesforce, Zoho, Slack, Freshdesk and more Ringcentral • Enterprise grade contact center solution • Channels: Chat, SMS, E-mail • Primary solution – Provide connection with customers, partners & teams Not defined but has global availability • Essential - $20 per month per user • Ultimate - $50 per month per user Google, Salesforce, Box, Service Now, Okta and more Zendesk Talk Call center software for companies which provides all features for support and sales on call. Primary used case is for those companies who are planning to move from hardware based set-up / VoIP / PBX and have no integration requirements Local and Tollfree numbers in 40+ countries • Lite - $0 per month per user • Enterprise - $89 per month per user Zendesk (Cannot be deployed as a stand-alone software) Talkdesk • Enterprise grade contact center solution • Channels: call, text, video and more • Has other advanced features: Voice analytics, sentiment, workforce management etc. Not defined but has global availability Custom plans for professional and enterprise Salesforce, Zendesk, Freshdesk, Google, Zoho and more Grasshopper Not a call center solution – Does not have IVR or Routing capabilities Primary used case is to provide a communication channel with customers and internal teams Local and Tollfree numbers in 40+ countries • Solo - $29 per month • Small Business - $89 per month N/A Freshcaller Call center software for companies which provides all features for support and sales on call. Primary used case is for those companies who are planning to move from hardware based set-up / VoIP / PBX and have no integration requirements Local and Tollfree numbers in 40+ countries • Sprout - $0 per month per user • Garden - $40 per month per user Freshdesk (Can be deployed as a stand alone software) Freshcaller’s major competitor is Zendesk Talk and Aircall. They are almost similar in terms of features - Major differences are in integration and pricing plans Freshcaller – Buying Scenarios and Messaging Target Audience Buying Scenario Requirement Implementing a new call center software • Native integration with Freshdesk ticketing system • Complete call center software* Existing Freshdesk customers Migrating from existing software Companies starting their call center operations Net new who want a complete call center software and are not looking for any integration support Companies having small teams and want to implement a dedicated call center system Companies having PBX or VoIP and want to move to a call center software • • • • • • Complete call center software Attractive pricing to support their budget Easy to set-up and deploy Global availability High scalability in terms of adding agent and features Low maintenance requirement Messaging A complete Call Center Software which scales with your sales and support requirements Set-up your call center in minutes and easily add members depending on your needs Kick-start the journey with a pricing plan which meets your requirements starting with a free plan Instantly obtain local and toll-free phone numbers in over 40 countries Modernize your call center with a feature-rich software: Multi-level IVR, Call Queues, Centralized Customer Interactions, Call Recordings and Granular Reporting * Complete call center software – Software which has all features (basic + advanced) required from a call center system – IVR, call queues, centralized customer information, monitoring and reporting & analytics Marketing Channel Evaluation – Lead Generation Existing Freshdesk Customers* E-mail Paid Search – List Targeting Paid Social – List Targeting In-product Promotion Tele-calling Net New Customers Search – Organic and Paid Paid Social – LinkedIn and Facebook Affiliates * No further analysis has been done for existing Freshdesk customers since internal data is required for this Search 5 categories of keywords – cloud pbx, cloud phone system, call center software, virtual pbx and cloud VoIP India US Australia Europe Category Monthly Search Volume Average Bidding Price (in Rs.) Monthly Search Volume Average Bidding Price (in Rs.) Monthly Search Volume Average Bidding Price (in Rs.) Monthly Search Volume Average Bidding Price (in Rs.) Cloud PBX 580 86.26 1,650 1713.26 690 162.32 1,720 423.12 Cloud Phone System 580 81.05 3,680 3,005.98 470 398.61 880 1,061.60 Call Center Software 3,790 195.69 6,120 3,631.82 880 351.56 3,080 664.12 Virtual PBX 280 72.19 600 2,415.32 290 145.48 310 100.48 Cloud VoIP 150 68 340 3549 130 393 170 821 Total 5,380 161.5 12,390 3,129.26 2,460 285.37 6,160 629.58 “Call Center Software” is the major terminology being used across the target markets to search for the software. Hence, it has above average bidding price in all markets Other key categories: “Cloud Phone System” and “Cloud PBX” Note: Source: Google Keyword Planner Only Google Search Data has been considered. Keyword data for other search engines has not been considered Above, only keyword categories are mentioned. Although these are competitive categories, there are keywords which are available at a low price. However, for this exercise, category is taken as a whole Social Targeting Website Visitors* – Freshcaller Homepage, Features, Pricing and Customer Stories LinkedIn Filters Country: United States, India, UK, Australia, DACH, Netherlands, Sweden, Denmark and Finland Company Size: 1 – 500 employees** Industry – Retail, Logistics and Supply Chain, Computer Software, Information Services, IT and Services, Education Management, Leisure, Travel and Tourism, Food & Beverages, Government Administration and Non-profit Organization Management Job Title – CEO, MD, Head – Customer Service, Head – Operations, Head – Customer Support Audience Size – 3,60,000 LinkedIn Members Reach – 1,80,000 (Approx. 50% of LinkedIn Members) CTR – 0.5% (LinkedIn Average) # of Clicks – 900 Number of Leads – 90 (10% of clicks) CPC – Rs. 550 Cost – Rs. 4,95,000 Cost per Lead – Rs. 5500 Targeting Website Visitors*** – Freshcaller Homepage, Features, Pricing and Customer Stories * CPC for website visitors not mentioned since it requires internal data ** Consideration – Small customer service team *** Facebook ads not described since internal data is required to create Custom Audience. Display ads would be used which would have a CTC of Rs. 200 per click (Marketing Profs Industry Benchmark) Referrals Below mentioned websites/articles appear in the top search results when someone searches for Call Center Software / Cloud PBX: Capterra Call Center Software – Sponsored | 2 Reviews Cloud PBX Software – No listing Core competition not present (Except Zendesk) Software Advice Call Center Software – No listing Cloud PBX – No listing Core competition present Tech Radar - https://www.techradar.com/news/best-call-center-software Software Suggest Call Center Software – No listing Indian competition present Finances Online Call Center Software GetApp Call Center Software and Customer Support Software – 2 Reviews Cloud PBX – No listing Competition present – Providing varied offerings Traffic and CPC stats not available Following websites not considered: G2 Crowd (Does not come in search results), Technology Advice (Category not defined), Trust Radius (Category not defined) Web Presence Current Web Collaterals Freshcaller Homepage - https://www.freshworks.com/freshcaller-cloud-pbx/ Features - https://www.freshworks.com/freshcaller-cloud-pbx/call-center-features/ Pricing - https://www.freshworks.com/freshcaller-cloud-pbx/pricing/ Resources - https://www.freshworks.com/freshcaller-cloud-pbx/resources/ Comparison – Example - https://www.freshworks.com/freshcaller-cloud-pbx/compare/grasshopper-alternative/ Other Webpages Call Center Software - https://www.freshworks.com/freshcaller-cloud-pbx/call-center-software/ Virtual Phone System - https://www.freshworks.com/freshcaller-cloud-pbx/virtual-phone-system/ Support - https://support.freshcaller.com/support/home 26 Blogs - https://blog.freshcaller.com/ 3 product and product update announcements 7 compete 3 demand related 1 holiday season 12 thought leadership SEO Optimization – Homepage URL - https://www.freshworks.com/freshcaller-cloud-pbx/ Title - Call Center on Cloud | Cloud PBX Solution | Freshcaller Meta-description - Freshcaller is a cloud-based call center solution ✓ Set-up IVR, conference calls & voice calls, buy toll-free business phone numbers ✓ Freshcaller Different elements are optimized for different keywords URL is optimized for “Cloud PBX” Title is optimized for both “Call Center on Cloud” and “Cloud PBX” Meta-description is optimized for “Call center solution” Page is optimized for “Call center software” Recommendation All elements (except for the page) should be optimized for “Cloud PBX” SEO Optimization – Pricing URL - https://www.freshworks.com/freshcaller-cloud-pbx/pricing/ Title - Freshcaller PBX Plans & Pricing | Get your Cloud Call Center Meta-description - Check out Freshcaller Call Center Software Plans & Pricing ✓ Explore various PBX Solution Features according to the Plans ✓ Get your Cloud PBX Solution Different elements are optimized for different keywords Title is optimized for PBX plans and pricing Meta-description is optimized for “Call center software plans and pricing” Page is not optimized for any keyword Recommendations All elements should be optimized for “Call center software pricing” (Highest search volume) Meta-description should put focus on the free plan to increase CTR SEO Optimization – Call Center Software URL - https://www.freshworks.com/freshcaller-cloud-pbx/call-center-software/ Title - Choose the best Call Center Software for your Business | Try Freshcaller Software for Free Meta-description - The need for professional call center software is rising as it offers seamless services to help you connect with your customers. These smart tools come bundled with some amazing features to help you reduce cost and increase productivity. You can avail these effective tools to access all basic to advanced features in a jiffy Feedback All elements are optimized – This page appears in the search result when we search for “Call center software” Decision based keyword – However, we have blog content Recommendation Another product page should be created similar to “Homepage” with different content (Similar recommendation for “Virtual Phone System”) Content Ideas Awareness How a virtual system can become your next growth driver? 10 signs you need to ditch your current call center system Guide to increasing your call center productivity How can you enhance your brand by using a modern call center software? Why self-service customer service alone won't work? How to motivate your call center team? Gamify reporting Consideration On-prem vs Hosted vs Cloud Call center! How to choose the right option? Top features which you should look for in your inbound Call center solution Top features you should look for in your outbound call center solution Guide to selecting the right call center software for your business How to build a globally connected call center? Research Reports How long do callers wait before they hang-up? Evolution of call centers. What is the way forward from here? Customer satisfaction best practices Thought Leadership Team building related articles Guide to hiring a Rockstar customer support team How to train your call center agents for success? Top qualities of a call center agent How to reduce attrition at your call center? Building and managing a call center How to build a call center from grounds-up? Advanced guide to call center management 5 KPIs you need to track in your call center How to prepare your call center for the holiday season? Customer calls related articles How to handle angry customers during calls? Guide to structuring your IVR responses 10 unique greeting messages for your call center How to reduce missed calls at your call center? How can you optimize your call center performance through voice recordings? Why you need to call back your prospects immediately Company Spotlight – Top companies delivering exceptional customer service Thank You