SalesPortal, the Redwood City-based developer of a cloud-based solution connecting contact centers and direct marketers, this week launched a marketing analytics dashboard for users to track campaign performance and opt-in rates.
The campaign dashboard gives marketers and contact center agents graphical insight into customer acquisition by providing access to historical revenue information, monitoring and assessment capabilities, and metrics to identify incremental revenue opportunities, cost of sales, and ROI on spend.
The goal of SalesPortal, according to cofounder and CEO Saurabh Khetrapal, is to "enable enterprises and brands to bring all of their marketing partners into their voice channel" at the conclusion of sales and service calls by enabling contact center agents to connect customers with relevant offers provided by approved marketing partners.
For instance, an airline contact center agent making flight reservations for a customer can connect that customer with a rental car company or partner hotel chain at the conclusion of a call. All of the partner company contact centers would have been approved prior to the call transfer. SalesPortal, through a patented relevancy engine the company bills as a "Google AdSense for live phone leads," connects the customer with the highest and most relevant bid.
"The relevancy is very important to keep the customer experience at its highest level," Khetrapal says. "Whatever is presented to the consumer as a cross-sell or up-sell has to be highly relevant to the reason they called... for the marketing partners, it's really an alternative for them to get qualified inbound phone calls or customer leads compared to other channels [like television or radio], which can be expensive to leverage."
Across SalesPortal client campaigns, the average opt-in rate is about 18 percent, according to Khetrapal. When a call is transferred from a contact center agent to the marketing partner, the conversion is not billable unless the customer lead stays connected for a minimum number of seconds. The default threshold is currently 20 seconds.
"All of the calls that get transferred from, say, an American Airlines to Hilton [Hotels] route through our switch," Khetrapal explains. "We don't connect the two companies directly, but we know exactly how long each call is connected for billing and quality purposes."
The bulk of SalesPortal's user base is travel and leisure companies, as well as home services and utilities, financial services, and a horizontal ecosystem centered on the senior demographic, Khetrapal says.