CUSTOMER PROFILING
The Client
The client is a major player in a telecommunications market and has hundreds of thousands of customers. Facing fierce competition from new entrants in the market place, the client needed to develop new marketing programs that exactly met customer needs. Otherwise, its market share will be eroded by the new entrants.
The Case
The client has its own contact centre that handles incoming customer service calls. Scalability was a challenge and the client’s team did not have the experience to conduct large scale telesurveys within a very short time period.
The client had decided to engage Teledirect for this task.
The Strategy
Teledirect recruited a team of 60 agents, and schedule them for full day work shifts covering 9am to 9pm, 7-days a week. Agents teams were grouped several languages. This increased the success rate the productivity.
A Computer-aided Telephone Interview (CATI) system was developed to allow direct inputs of survey questionnaire answers into a central database. This eliminated data entry errors from paper-based system to output files for the client. A Quality Assurance team audited a large percentage of all successful surveys for all agents. This was to ensure that all data entered was accurate, especially details such as address, contact numbers and email addresses.
The Result
Teledirect achieves a productivity of 8 surveys per agent hour, and completed calling over 200,000 people within a 6 week period. Survey completion was at a high 70% of the total database. This was achieved by Teledirect’s unique callback management system.
The Conclusion
Outsourcing for short term projects such as this is the answer to quick project launches and results. The ROI is higher compared to that forecasted if done by an in-house team, because of the higher productivity and success rate.
Our Key Measurement of Success:
- Success rate
- Effect Contact per hour
- Contact rate
- Error rate detected by Quality Assurance team
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