• +49 (0)228 - 90 92 222

What does a Call Centre have to do today?

November 14, 2017

In public perception, Call Centres have often had the connotation of a “Duty free cruise by telephone”. However, this idea of an intrusive sales pitch absolutely does not apply to reputable companies in the industry.

On the contrary, a modern Call Centre is a highly qualified service provider that makes a decisive contribution to the success of companies. Calling potential customers is just one component of numerous communication modules – which is why names like “Telemarketing agency” or “Sales Centre” often replace the name “Call Centre”. Regardless of the name, reputable Call Centres have a common core: professional and structured communication both with customers and also the customer’s partners. The possibilities for this are almost infinite.

How do I recognize a bad Call Centre?

In numerous discussions with disappointed Call Centre customers, the following points have emerged as the biggest obstacles to success:

  • lacking or even missing preparatory consultation
  • Undifferentiated concepts that are applied to individual projects
  • Insufficient industry knowledge
  • Lack of emotion and motivation in the customer approach

Successful communication, on the other hand, is based on sharing on multiple levels. In the beginning there is an intensive exchange of the telemarketing agency with the client – because only with a good knowledge about the company a successful communication strategy can be developed. In the end, there is an exchange with the customer, who needs space for his own comments and wishes.

How should a Call Centre be set up today to offer successful telemarketing?

Telemarketing starts where the classic Call Centre service technically stops. Successful telemarketing is a complex system that combines state-of-the-art telecommunications and computer technology, marketing methodology and human communication skills. It is this interaction that enables the individual support of clients in their projects – because what may be good for one company does not have to work for the other.

Requirements for a successful telemarketing strategy

  • Inclusion of all important positions in the client’s company in order to assure the careful planning.
  • Defining the course and the common goals: where is the journey supposed to go and on which winning course should the ship sail?

Tip: A helpful instrument for this is the “Sales Compass” with individually combinable sales tools. [[Link]]

  • Development of individually tailored project concepts, ranging from traditional tasks (demand assessment, event invitations) to complex lead management projects with lead nurturing processes, taking marketing automation tools into account.
  • Implementation of the communication strategy by agents who are well trained, who understand the customer’s company, know the escalation paths, build up product and service knowledge and work motivated towards goals.

What are the advantages of professional telemarketing?

Companies that opt for professional telemarketing benefit first from outsourcing this form of customer approach from their own operational processes. This means that the customer communication happens always at the right time and with the highest  motivation.

All of the telemarketing agency communication strategies are also designed to improve customer service, increase productivity and ultimately increase profits. If international activities are required, linguistically and culturally competent agents are available.

What distinguishes a good telemarketing agency?

To deliver outstanding performance, a telemarketing agency must have a wide range of skills: in marketing and sales, project management and analysis, both in national and in international markets. In addition, there is a good sense for interviewing at eye-to-eye level, language skills, empathy and diverse cultural skills. Moreover, many years of experience supported by the corresponding corporate philosophy, trusting teamwork and above-average quality standards are indispensable.

How did I put my findings into practice?

Since my studies of industrial engineering, I have been dealing with the question of which structures make a company successful. Above all, I am fascinated by the communication with customers. Whom do I address, in what form and how often? What tools do I use to keep communication alive? And how do I profitably integrate this form of communication into everyday business?

All of this has made me think ahead of the classic Call Centre. The success story of SIGN FOR COM, which has been under my management for 16 years now, is essentially based on these five pillars:

The right choice of staff

  • SIGN FOR COM employs only permanent employees, in whom we regularly invest in the form of training and further education.

The right education

  • All employees – from trainees to project managers – are well trained.
  • We are continuously training in telephony quality, IT and ICT topics.

The right skills

  • Internationally, we basically work with native speakers, and also our managers have the appropriate cultural competence.

The right contacts

  • With 27 languages we work within 55 countries EMEA-wide.

The right quality

  • We are a professional and competent team – from the first steps of the cooperation up to the project analysis.

This way we bring our customers´ business worldwide onto a winning course with professional dialogue.


Klaus-Dieter Schmädicke

Klaus-Dieter Schmädicke

I am the sole shareholder of SIGN FOR COM. After studying Industrial engineering, I worked for many years in engineering and IT technical project management.  have been working on the development of the standard call center for years: “Where the call center stops, SIGN FOR COM starts!”