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Is cold calling dead? No, but it must reinvent itself for 2024

1. A changing context

Telephone canvassing, omnipresent in our commercial landscape, has never ceased to arouse controversy. In 2024, its evolution will take shape in new and complex forms, deeply influenced by three drivers:

a) The rise of digital

The explosion of digital communication channels, such as emails, SMS, chatbots and social networks, is redistributing the canvassing cards. Companies are adapting by integrating these new tools to reach their target in a more efficient and targeted manner. This diversification of touchpoints offers a multitude of options for interacting with potential customers, but also raises ethical and legal questions about the use of personal data.

b) Stricter regulation

Faced with abuse and consumer exasperation, governments are adopting stricter legislation to regulate telephone canvassing. The Frequencies/Schedules Decree of 2023 (Naegelen Law) is one example among many others, limiting, among other things, call time slots, the number of requests over a given period and strengthening sanctions in the event of non-compliance. This trend aims to protect consumers against intrusive and abusive practices, while encouraging responsible use of cold calling.

c) Informed and demanding consumers

Consumers, over-demanded, are increasingly suspicious. They expect personalized interactions, respectful of their needs and their personal data. It is an observation that cold calling is no longer as effective as it was in the past and this development requires companies to adapt their approach to offer a more fluid and relevant customer experience. Transparency and respect for consent become key elements to gain customer trust and guarantee the success of cold calling.

2. New trends in cold calling

a) Refined targeting and personalization of the exchange

Artificial intelligence helps refine call targeting by analyzing prospect behaviors and data. Companies can thus identify potential customers most likely to be interested in their products or services, and adapt their sales pitches according to their needs and expectations. This approach makes it possible to improve the effectiveness of canvassing and maximize the chances of conversion.

b) Omnichannel

Cold calling is no longer just about making simple calls. It fits into an overall marketing strategy using different channels, such as email, SMS, chatbots and social media, to maximize impact and create synergy across touchpoints. This omnichannel approach greatly improves the customer experience and increases brand recognition.

3. Challenges and prospects

a) Fight against abuse and compliance with regulations

Compliance with regulations and the protection of personal data remain major challenges for cold calling. Companies must adapt to new legislation and implement transparent and ethical practices to avoid sanctions and preserve consumer trust. The establishment of control and monitoring procedures is essential to guarantee compliance with the rules and prevent abusive practices. Unfortunately today, many contact centers or companies using cold calling do not have the adequate tools to ensure full compliance with regulations.

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b) Consumer trust

Developing a relationship of trust with customers is essential for the success of cold calling. Today, as individuals, we have to deal with countless fraudulent calls, coupled with malicious SMS and emails that will encourage you to click on bad links. Businesses must adopt the most transparent and respectful approach possible, ensuring customer consent before contacting them and responding to their questions and concerns. Establishing a code of ethics and a complaints handling system can help strengthen customer trust and improve the company’s image.

c) Telephone innovation

Artificial intelligence will continue to transform the cold calling landscape. Businesses must embrace this technology to optimize performance, personalize interactions and improve the customer experience. The use of intelligent chatbots, predictive analytics tools and voice recognition systems can help increase the effectiveness and relevance of cold calling.

4. Conclusion

Telephone canvassing in 2024 is characterized by its profound change towards more personalized, targeted and omnichannel forms. The success of this practice will depend on the ability of companies to meet the challenges related to regulation, consumer trust and technological innovation. key factors for the success of cold calling in 2024.

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