CUSTOMER ACQUISITION DRIVE
The Client
This telecommunications client was a new entrant to the entertainment content service provider market. Its target customers were households across country. The competition was the free-to-air television broadcasters, who have been around for over twenty years.
The Case
The client has just invested in an island-wide infrastructure, and needed to recover its investment cost quickly. To do that, it has to speed up the rate of technology adoption, and sign up a critical mass of customers within a short two year period.
It recognizes that the road to the gain market share quickly was to leverage on a few telecommerce companies and Teledirect was among the more reputable company chosen.
The Strategy
A team of up to 50 telemarketers was set up to cover the residential areas. A database was purchased, and the telemarketers made cold calls to sell subscription programs unique to the telemarketing channels.
Teledirect designed a Telemarketing system that allowed auto assignment of accounts by target customer demographics. It encompasses a pre-qualification questionnaire, which follows a business rule to provide the best package for the prospect depending on the answers to the questions.
An order form was pre-filled with the customer information and auto-emailed/faxed to the customer. This increases the return rate of the completed subscription forms as it reduces the work the customers needed to do.
Agent productivity information was tracked hourly, so database reassignment and calling periods can be dynamically adjusted to maximize the sign up rate for the client.
The Result
In the first 6 months of operations, Teledirect was the number one contributor to our client sales. With a trained telemarketing team who qualified every customer and sold based on tailored benefits, each database record truly represented a sales opportunity. Database wastage was reduced.
The Conclusion
The telemarketing team was an effective means to reach a large group of prospects quickly. Results were greatly enhanced with a specially designed program for the telemarketing channel.
Our Key Measurement of Success:
- Burn rate of record per telemarketer
- Revenue per agent hour
- Revenue per sales
- Conversion rate
- Effective contact per hour
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