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Telemarketing support to an e-commerce portal
Client Profile
A leading e-commerce transaction service provider for the print industry.
Campaign Requirement
The client business was unlike many in the –commerce industry was cash flow positive and was looking to roll out its services to the over 55,000 intermediaries in the print industry. Clearly, this needed deployment of a ‘volume capable’ approach to the segment. The first initiative was the tried and tested mailer, sent out in batches of 1,000 per month. This resulted in the modest response rate of 0.5%. One of the avenues that were evaluated by the team was an outbound telemarketing program to improve the response rate and set up prospects for the sales team to provide a product demo and close sales. Nirvana was selected for a pilot.
Results
The telemarketing effort increased response rates to between 6.5% and 9.6%, and the in-market sales team strength quickly became a constraint. The campaign size was ramped up five fold. The visible benefits of this approach led to some of the client’s subscribers also participating in these programs, reducing costs all around. The client further augmented telemarketing efforts using a precursor voice mail blast. The sales team size constraint has prompted the client to invest in a pilot program to evaluate remote product demos and build the capability to handle spikes in enquiry traffic.
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