Mark Baumgardner, VP Product
Today, every sales team uses multiple tools, including a CRM, CEM, CMS, and more, to interact with clients and grow their sales. However, with multiple tech deployments comes a resulting data complexity that businesses resolve through automation and integration. Despite this, a majority of organizations struggle to manage data discrepancies within their CRM and contact manager offerings due to inefficient process automation of their live chat, messaging and voice channels. For instance, a faulty sales automation implementation can cause inaccurate lead record generation within relevant systems and other issues such as data duplication. In such cases, businesses must deploy a live agent to review incoming leads and walk through the entire customer engagement lifecycle to identify its validity and record the critical triggers that can drive further lead activities. This is a prevalent challenge in numerous companies as it is extremely cumbersome and resource-intensive. So how can a firm ensure that their sales automation is recording qualified leads, responding with meaningful messages, and notifying agents to process them in a timely manner further?
California-based Velaro answers this question with its live chat software and accompanying integrated engagement platform that automatically qualifies leads based on previous customer interactions and seamlessly generates segmented populations to take manual and automated actions. Furthermore, the company also offers a performance management suite of analytics and reporting tools that drive agent excellence and customer satisfaction by significantly enhancing the accuracy of warm transfers and follow-up activity. “We collect data from all sales channels and feed the insights directly into CRM and marketing systems to allow agents to better nurture their leads, eliminate cumbersome manual validation, and drive impactful changes in marketing campaigns,” says Mark Baumgardner, vice-president of product at Velaro.
Currently, the company offers its live chat software and integrated platform primarily to clients in the e-commerce, government, higher education, health care, consumer goods, financial services, and technology arenas. Velaro also has new engagement and automation offerings such as Velaro’s messaging and contact center modules on the horizon. Discussing the core competencies of his product portfolio, Baumgardner mentions its platform’s ability to create a digital ID for every customer interaction on their software, leveraging various types of activity and event tracking to better understand how the customer interacts with the product/solution. “It is very difficult to separate genuine customers with buying intent from individuals who are just on the website to research. Therefore, our platform has the ability to generate reports for 10 types of customer engagement events, with only one of them being a straightforward chat interaction,” adds Baumgardner. With this feature, sales agents can sniff out buried leads based on activity behavior rules, and to better respond to opportunities that might be potentially lost, due to missed chats, agent unavailability and off-hours.Additionally, Velaro’s platform leverages this data to create rule-based report generation that can identify consumers based on their specific type of activity with the software.
We collect data from all sales channels and feed the insights directly into CRM and marketing systems to allow agents to better nurture their leads, eliminate cumbersome manual validation, and drive impactful changes in marketing campaigns
Backing all these processes as a foundation is the company’s ‘Lead Builder’ that tracks a prospective consumers engagement path to capture information about a prospect.Once the consumer’s identity is known, the software creates a sales opportunity and notifies agents to follow through and guide the consumer toward completing their buying experience.“We act as a bridge between consumers, sales personnel, and marketing teams, supporting them all with their respective needs with our integrated platform and smart engagement software,” states Baumgardner.
Owing to such unmatched capabilities, Velaro has ignited several success stories since its inception in 2000. In one instance, the company helped an industrial goods manufacturer improve their ability to identify and follow-up leads. Initially, due to the lack of a dedicated system for record-keeping, the customer was struggling to maintain consistency and accuracy across their wide geographical footprint. Enter Velaro. With the company’s engagement, automation, and data management tools, the manufacturing giant seamlessly consolidated their previously siloed data and leveraged the comprehensive feature set of Velaro’s platform to deliver better value to prospective and existing customers.
With respect to its current development offerings, Velaro’s upcoming contact center solution is designed to collect voice engagement data from telephonic sales interactions and assess associated engagement behavior through a website click listener. With this, sales personnel identify potentially successful leads using their corresponding voice and activity history and utilize all the engagement behavior insights to enhance the impact and efficiencies of future processes. “This solution is built to help sales departments eliminate the need for manual processes by digitalizing the entire lifecycle journey of a lead within one user-friendly system,” explains Baumgardner. Concurrently, the company’s messaging solution will allow clients to offer direct messaging through leading channels such as Facebook, WhatsApp, Twitter, and SMS texts to their consumers. The company is also developing an automated version of its ‘Lead Builder,’ which will automatically identify and collect critical user interactions to significantly enhance the rate and accuracy of lead record generation. Lastly, to help its clients equip themselves with bestin-breed sales processes and a better understanding of Velaro’s ever-evolving portfolio, Velaro is building a growing knowledge base of insightful articles and intelligent engagement strategies. Looking ahead, Velaro plans to merge its existing live chat into the upcoming messaging solution to offer all its clients a seamless, one-stop-shop where they can handle their pre, during, and post-lead generation activities. MT