Omni Channel Contact Centre

Client

A Pan-European, Gartner recognised provider of omni-channel contact centre solutions, with over 22 years’ experience of cloud-based Contact Centre solutions. They have a turnover of £32million, employ 190 staff an operate in 28 countries with over 1000 customers, handling 28,000 agents.

  • 14 confirmed meetings
  • Over £1million of opportunity in pipeline
  • Av. 64 dials per day and Av. 71 mins of talk time
  • Significant potential ROI

Requirements

Due to the headquarters of the client being located outside of the UK, there was a real need to increase presence, coverage and understating of the proposition with senior decision-makers within the UK retail industry, as it had been neglected by the sales team over the previous 3 years.

Therefore, the client required Competitive Edge to generate qualified meetings where there was an interest in reviewing or improving their UX/CX strategy, and also building and researching the database of target companies to support future calling activity and potential email campaigns.

Decision-makers targeted were:

  • Heads of Innovation
  • Head of IT
  • Head of Development (and Project Managers)
  • Heads of Customer Experience
  • Heads of Digital Transformation
  • Heads of Customer Transformation
  • Operations decision-makers

Industry targets:

  • Retail
  • Finance
  • Insurance
  • Utilities
  • Hospitality

Competitive Edge were required to deliver a 20-day telemarketing pilot campaign with a list of companies that did not have company information or relevant decision-maker details and were therefore required to clean and build company data, add senior decision-makers to the target list, and finally call and book these contacts whenever there was an interest in further discussion on the proposition.

The campaign expectation was to generate a minimum of 7 meetings, alongside building 250 additional decision-makers to target, and updating all company information to include address details, switchboard, website, turnover and number of employees.

Approach

Campaigns with clients always start with a detailed briefing session to discuss their proposition in further depth and ensure the messaging is on point before we get on the phone.

The briefing typically lasts between 2-3 hours and is attended by an Account Manager and two telemarketers from the team. Competitive Edge brief two telemarketers to cover any potential holiday or sickness, and also to have that additional knowledge available should a client ever wish to increase the number of callers at any one time.

During the briefing session we would look to discuss the key targets of the campaign activity, specifically:

  • The Proposition
  • Sales Messaging
  • Target decision-makers and industries
  • Objections
  • Campaign Framework
  • Data

Following the session Competitive Edge produce a briefing document to highlight everything covered during the meeting, this is available to review before the campaign starts to ensure that the client is happy with our understanding of the proposition and the expectations of the campaign activity.

Results

During the course of the 20-day telemarketing pilot activity, Competitive Edge generated the following results:

  • Appointments: 14
  • A Leads: 7
  • B Leads: 16
  • C Leads: 35
  • D Leads: 64
  • Referrals: 33
  • Average dials per day: 64
  • Average minutes on phone per day: 71
  • New contacts identified: 365
  • New companies added to database: 193

Outcome

The campaign generated 14 qualified meetings, as well as a significant amount of follow up leads to nurture for subsequent calling activity and required a follow up within 2-6 months of the initial call. From the calling meetings were booked with companies such as Sainsbury’s, John Lewis, ASOS and Shop Direct.

In line with requirements, Competitive Edge provided ongoing visibility for the growth of intelligence gathered on each company and decision-maker, along with follow up calls so the client could see progression and development of their lead. Dial statistics were also provided to assist the Marketing Division in the delivery of specific and measurable results.

Following the initial pilot campaign, the client reported a pipeline of opportunities generated worth over £1million to the sales team and were confident that they would see a significant return on investment from the telemarketing activity as they had an increase in the number of RFP’s from those meetings.

Consequently, Competitive Edge have already scheduled follow up campaigns scheduled to build on the success of the activity and ensure a consistent delivery of opportunities from the pipeline of leads generated.

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