Thinking about an effective outbound calling strategy

An Effective Outbound Calling Strategy: Saving Money and Building Loyalty [Infographic]

What is Outbound Customer Service?

The customer service we all know is known as inbound – a customer reaches out to the business about a problem or with a query. Outbound customer service is simply the opposite: proactively reaching out to customers rather than waiting for them to initiate contact.

Whilst inbound customer care is often an afterthought, outbound calling is usually forefront in a business owner’s mind, even if they don’t realise it. An outbound calling strategy usually focuses on one thing: sales. And although lead generation is vital for any business, it isn’t the only function of effective outbound call centres.

In fact, both outbound and inbound are extremely impactful ways to reach your customers and provide the level of customer care they want and expect. Outbound customer care serves several essential purposes beyond lead generation, including conducting surveys, informing customers about new products or services, gathering customer information, and following up on previous interactions.

outbound calling

The Importance of Getting Your Outbound Calling Strategy Right

A good strategy can…

Provide Customer Insights

Outbound calls provide an opportunity to gather valuable feedback and understand customer preferences. For example, you could run a campaign to ask customers their thoughts on your latest products, a promotion, or even their experience as a whole. This information can be used to refine products and services, ensuring they align with what customers truly need and desire. Making data-driven improvements to your products or services can help you save money by minimizing wasted resources on unproductive initiatives.

A poor strategy will…

Create Data Blind Spots

Without outbound customer service, you miss out on valuable customer insights that can inform your business strategies. Although you may gather information during inbound conversations, you’re only hearing from a small percentage of your customer base. This lack of data can leave you in the dark about customer preferences, pain points, and emerging trends, forcing you to make decisions based on assumptions rather than solid data.

Discover Problems

Businesses can use outbound calls to identify and address issues that may be causing customer dissatisfaction. By reaching out to at-risk and low-value customers, a business can determine why those customers haven’t spent money with the brand recently. The business can then rectify these issues and helpfully inform the customers, so they feel listened to. It’s ultimately an opportunity to turn potentially negative experiences into positive ones and to help boost your customer retention.

Ignore Problems

When outbound customer service is neglected, businesses often find themselves in a perpetual cycle of reactive problem-solving. Instead of addressing issues before they become major problems, you’re left scrambling to fix customer complaints as they arise. And, meanwhile, the issue might be escalating. This reactive approach not only strains your resources but also damages your customer relationships, as customers may perceive your business as unreliable or unresponsive.

Increase Sales

We all know this one. Outbound customer service is all about lead generation and creating new customers. But it’s also a chance to upsell or cross-sell.

Outbound calling is an excellent way to strengthen customer relationships and increase lifetime value. Armed with your customer data, you can reach out to existing customers and inform them about new offerings, promotions, or complementary products and services, all tailored to their preferences and purchasing history.

By reaching out to them and showcasing how your offerings can address their specific challenges or desires, you’re not just making a sale; you’re also enhancing their overall experience with your brand.

Cause Missed Sales

By neglecting outbound customer service, you’re essentially leaving money on the table because you’re not actively reaching out to potential customers who may benefit from your products or services.

Think of it this way: your customers may not always be aware of the full range of products or services you offer. Failing to inform them can result in stagnant revenue growth. And competitors who actively engage with customers may capitalize on these prospects.

So, don’t underestimate the power of outbound customer service in driving your sales and revenue growth. It’s not just about making a sale; it’s about fostering long-term customer relationships built on trust and mutual benefit.

Build Customer Loyalty

Outbound calling allows businesses to proactively engage with customers, reducing the need for costly marketing efforts to replace lost clients. And it’s a way of demonstrating that the business cares about its customers beyond addressing complaints and inquiries.

The cost of addressing these issues is considerably lower than the cost of acquiring new customers. In fact, according to Bain & Company, increasing customer retention rates by just 5% can increase profits by as much as 95%.

Increase Customer Churn

Ignoring outbound customer service means missing out on opportunities to proactively engage with your customers.

Without regular check-ins and proactive problem-solving, customers are more likely to feel neglected. But contact them too often, or with information that isn’t relevant to them, and you risk annoying your customers. All of this can lead to increased churn as dissatisfied customers seek alternatives that offer a better experience.

Enhance Brand Image

When executed effectively, outbound customer service can significantly enhance a brand’s reputation. By proactively reaching out to customers, companies demonstrate their commitment to customer satisfaction, showing that they value and prioritize their clients’ opinions about their brand.

By resolving issues before they escalate and using data to inform new products, increasing sales becomes all the easier. Reaching out to customers with news of the products they specifically expressed interest in does wonders to boost their opinion of your brand. Over time, consistently positive outbound customer service experiences can foster trust and loyalty, ultimately solidifying a brand’s reputation as a customer-centric and reliable organization.

Damage Your Reputation

Perhaps the most significant consequence of ignoring outbound customer service is the damage to your reputation. Outbound calling that isn’t informed by data, is too repetitive or doesn’t address issues can quickly be labelled as spam. And gaining a reputation for pestering your customers can be difficult to undo.

Word of mouth travels fast, and dissatisfied customers are often vocal about their experiences. In fact, unhappy, customers are more likely to share their negative experiences with others. All of this can harm your brand reputation and deter potential new customers. And the process of undoing such damage can prove costly, likely more expensive than the original outbound campaign was to run!

Effective Outbound Calling Strategy Infographic

Choosing the Right Partners

So, with all that at stake, how do you get it right? The most important step is choosing the right partners. We recommend outsourcing to an expert, but we would say that, wouldn’t we? But if you’re struggling with outbound, or just starting out, here’s why we think an outsourcer is almost always a better choice.



Outbound calling requires specialized skills. It’s not just about picking up the phone; it’s about engaging potential customers, handling objections, and closing deals. Your agents must be both an empathic ear and a skilled salesman, able to determine a customer’s need and upsell appropriate products.

When you outsource to a dedicated outbound calling centre, you tap into a pool of professionals who are experienced in precisely this. Outsourcing providers specialize in customer service and have extensive experience in managing outbound campaigns. They are well-versed in industry best practices, compliance regulations, and customer engagement techniques. And, they can help pass that knowledge on to your own team through training and workshops.



Business needs fluctuate. You might need to reach out to more customers during a product launch or a promotional campaign. On the flip side, you might wind down during quiet months or shift focus to lead generation.

Outsourcing allows your business to scale its outbound customer service efforts up or down quickly. Outsourcers have a pool of trained agents who can seamlessly move onto your operation without the hassle of recruiting and training new staff. And, with many outsourcers, you can scale back down your operation when your busy period is over, meaning you never pay for more than you need.

saving money

Cost Savings

Outsourcing outbound customer service can lead to significant cost savings. Running an in-house calling centre involves substantial expenses. You need office space, equipment, technology, and a team of agents, all of which come with salaries, benefits, and ongoing training costs. Outsourcing eliminates these overheads.

Outsourcing providers already have the necessary resources in place and have experienced staff to work on your campaigns. That often allows them to charge less than it would to set up in-house whilst giving you the same benefits as huge household name brands.

Business growth

Focus on Growth

Your core business activities should revolve around what you do best. Managing an in-house calling centre can sometimes divert your attention and resources from these essential tasks, especially if you’re a smaller company.

By outsourcing, you can free up your time and energy and ensure that your resources are allocated where they can generate the most value. By freeing up your internal teams, you can redirect their efforts towards strategic initiatives, expanding your market presence, and investing in innovation.

Overall, you’re better positioned to drive your company’s growth and competitiveness.

You can read more about FM’s outbound services here, or get in touch to chat to us about how we can help!


Outbound call centres and outbound calling strategies are invaluable assets that should not be underestimated. They are not just cost centres; they are drivers of revenue which strengthen customer relationships, and ultimately save money by preventing costly issues. Proactive engagement with customers through outbound calling fosters trust and loyalty, gathers valuable insights, and creates opportunities for revenue growth. In contrast, neglecting outbound customer service can lead to customer churn, missed sales opportunities, and a damaged brand image.

And outsourcing outbound calling operations can be a strategic move. Outsourcers provide their clients with expertise and agility to scale up and down their operation throughout the year. They allow businesses to focus on their core activities while ensuring that customer interactions are handled professionally. And all of that is whilst still saving the business money in the long term.