CUSTOMER SUCCESS:

Call Center Order Taking

The Challenge
To handle the call center order taking for a large direct marketer’s month-long multi channel marketing program, the aim of which was to acquire new enrollees in a service, and thereby generate reoccurring monthly revenue.

The call volume for this order taking project was unpredictable due to the non-controlled media exposure this service received. Collecting the right information for the direct marketers marketing database, such as demographics, reasons for rejections, response rates for different marketing channels, and promotional codes was also challenging.

CustomerLink was expected to receive and handle a large number of customer service calls not related to this order taking project.

The Solution
CustomerLink staffed and trained the call center order taking representatives working on this project so that they were confident not just in selling the service, but also in selling the additional services offered and handling the customer service calls that arrived.

A database was set up to collect the information e.g. sales, customer service and response rate information for each of the 10 different marketing channels that were used to promote the offer.

The Results
The most successful channel was the bill insert campaign that generated 64% of the total order taking responses. Surprisingly, the second largest channel was referrals, i.e.; individuals that heard about the offer from friends and family and decided to call in and inquire- an excellent opportunity to determine if they were eligible for the service and sign them up.

Out of the 6,500+ total sales, 15% were “upsold” to purchase additional products.