VIEWPOINT
www.comms-dealer.com
COMMENT
NGN business
Opinions
on what
generates
update:
leads
were
Andy Hollingworth, Opal’s Head
divided
of the Reseller Channel, takes
a look at the new breed of self-
DAVE CRUSE, CEO, CONJUNGO
service portals, and how resellers
THE recent Comms Dealer website channel
can leverage this technology
survey revealed that 92 per cent of
to provide a top tier service
respondents think that prospective buyers
find out about new technologies via the
and gain competitive edge.
Andy Hollingworth
Internet, yet a surprising 50 per cent still only
spend their marketing budget offline. Much
of the channel’s sales generation effort
seems to go into traditional methods like I
ncreasing numbers of resellers are waking well as diagnosing faults. Take Opal’s portal:
up to the revenue opportunities presented Feedback from many of our own reseller
by NGN, as they replace or supplement their partners is that they value the individual control
telemarketing or cold calling at a time when traditional voice connections and embrace it provides and the ease with which it allows
most buyers use search engines and trade next generation technologies. However, as them to troubleshoot any potential problems.
websites to find suppliers. This has to change. the recession continues to bite it’s key for
operators to realise the true focus should not One of the most common ‘support’ calls
62% think buyers find them be on simply acquiring new customers, but received is often by a customer who thinks their
through web search on retaining them. One of the most effective broadband is down when they’ve simply miss-
Interestingly, opinions on what generates ways to do this is by providing a level of typed a password. To manually investigate this
the most leads were much divided with customer service and responsiveness that issue it would be extremely time consuming.
activities ranging from email marketing really sets you apart from the competition. However, portals have the built-in intelligence
and telemarketing to word-of-mouth. On Unfortunately, this is often easier said than to determine that the wrong password has
the flipside of the coin some believe that done, and we all understand that managing been entered and immediately displays the
buyers find suppliers via recommendations or customers and their expectations can message to the reseller. Diagnosing faults is also
web search. This indicates that the channel be a full time, and often difficult, job. one of the big challenges facing resellers, but
perhaps is not as up-to-date with online sales the new breed of customer portals make this
generation opportunities as it should be. Manual provisioning and fault management much simpler. Diagnostic tests are all available
processes can be frustrating and time at the touch of a button, enabling the reseller
54% find their online lead consuming. The delay can be off-putting, to identify and resolve any speed based
generation efforts ineffective leaving customers at best disgruntled and at issues the customer might be experiencing.
When it comes to online lead generation, worse, looking for a new provider. This is where
over half agreed that their current efforts self help portals can come into play. They Online portals also allow resellers to effectively
were ineffective and that they would can be a vital tool to support the sale, the on- manage their customer relationships by
benefit from increasing their knowledge boarding and in life management of a customer. displaying detailed information about order
of online methods such as search engine dates and the services supplied. This allows
optimisation and niche online directories It’s for all these reasons that an online customer them to entice back those customers who
to improve their web presence. experience – in the shape of a portal – is now have dropped away as well as target existing
a vital offering from operators wanting to customers with add-on services. The ease
77% want more email marketing give themselves an edge in the market. Done with which additional services can be added
activities from their vendors effectively it can make the transition, and to a customer’s account through an online
There was a strong message to the vendor ongoing experience of NGN a highly profitable portals is also a massive plus point, meaning
community in the survey too. The majority one for resellers, winning them lasting loyalty from that selling add-on services is a quick and
of those that took part would like to see their customers. So what do portals offer resellers? easy process and a fast way of adding
more joint online activities such as email In a word – ‘power’. Online customer portals put much-needed revenue for the reseller.
campaigns and web-based marketing being resellers firmly in the driving seat, empowering
initiated by the vendors. Visibility of the them to effectively and efficiently manage So, in a marketplace that’s never been more
channel on the vendor website also ranked every aspect of the service they provide. competitive, resellers need all the help they can
high on the wish list. This is something that get to ensure that their level of service and their
we are delighted to see as it helps us push Once they’ve received a secure log in, resellers proposition is as compelling as possible. Portals
vendors to improve their way of helping can immediately perform a wide range of offer an effective, powerful and cost-effective
buyers find the right local suppliers. tasks from initial provisioning to changing means to achieving this, and in the current
n
Visit www.conjungo.com/offer passwords, adding or deleting services, climate, they are something resellers can ill
tracking and managing customer orders as afford to ignore.
n
UK Telco 100 club is the fastest Partners receive a 220% t: 0844 77 00 765
growing dealer program. growth bonus with no targets. e: info@uk-telco.co.uk
32 COMMS DEALER APRIL 2009 www.comms-dealer.com
PG 32 Conjungo-Opal.indd 1 25/3/09 09:56:20
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