Thursday, September 27, 2012

Telemarketing – Another Tool For Transparency


Telemarketing and transparency actually go far better together than some might think. With the entire business world shifting to digital, people are losing sight of the simple fact that there's still more to what's you see on your computer screen.

The advantage of B2B telemarketing actually draws from not being a very digitized process. Instead, the process is always best with a real human voice. And as cliché this may sound, something digital will still pale in comparison to the real thing. But because of digital business trends like cloud-computing, some people are forgetting this same fact. No matter how much information you store on an online database, it has to be stored somewhere on this planet. And by stored, this in reference to physical storage, not purely digital. Two articles actually draw attention to this fact and why service providers need more transparency in their marketing as well as everything else.

The first comes from the New York Times and it reports on the software giant's famous 'data farms' (large buildings used solely for the purpose of storing data):

The technology giant created a stir here in 2006 when it bought about 75 acres of bean fields to build a giant data center, a digital warehouse to support various Internet services.”

Farther along this article however, this one passage should get your attention:

While the term 'cloud' is often used loosely to refer to remote memory or other computing services accessed by the Internet, it is hardly some vaporous formation.

'Quite simply, data centers are the cloud,' Eric S. Laschever, a Microsoft lawyer, said during the legal challenge to its backup generators. 'You’ve seen it on TV. The heart of the cloud are these data centers, and the data centers are really at the heart of Microsoft’s business.'”

These could also be the heart of your business and even the businesses of your customers and prospects. While your qualifying cloud computing leads, make sure that your prospects are not too enchanted by the digital advantage that they forget their information is still being stored somewhere in an actual, physical, space. This means that you shouldn't just be transparent about who you are and where your business is located but also where your actual hardware is located.

The second article is from Wired and is in fact just one of the many reactions to the NYT article. However, this one speaks of Google's take on the topic of data centers:

We know that companies like Google are pretty secretive about some of the tricks they use to make their data centers more efficient — that’s a competitive advantage. But they are considerably more open, however, when it comes to talking about the things they’re doing to make the actual sources of their electricity more environmentally friendly.”

Whether or not you agree with the NYT, one thing remains clear: You need to be transparent with the physical side of your cloud-service. It's not just limited to environmental concerns but also adhering to your customer's right to knowing where their data is actually at.

Telemarketing is just one tool to that end because it emulates that simple reality of using a real representative, not a digitized one. You can hardly get any more open than an actual phone call. You can even just outsource a telemarketing company to help you enact your transparency. The fact is that no matter how impressive you make yourself on the virtual world, it's important to still show how your business operates in the physical world.

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