Introduction
Since January 2005, Ant Marketing has provided an outbound telesales channel for a leading utility company. We are responsible for contacting existing gas customers in the UK and selling other utility services such as electricity and home care products.
It is due to our commitment to meet the client's required KPIs that we have maintained and expanded this relationship over the last three years. In addition to the sales made, we ensure cancellation rates remain low and that the quality of the calls is of an extremely high standard, in order to safeguard the reputation of the brand. We maintain strong lines of communication with the client on a daily, weekly and monthly basis so that all activities are reviewed.
The senior management team have all worked on the campaign since its inception, with the team managers and trainer having progressed from callers to a supervisory level. This has ensured that product knowledge and brand image have remained strong.
During our time working for this client, our successes have been recognised through numerous awards for our excellent work. These include Team Manager of the Year (2005), Best Quality Site (2005), Runner-up for Cross Sell Site of the Year (2005) and Unsung Hero (2005 & 2006).
Objectives & Target Audience
The campaign involves contacting existing UK gas customers who are already on supply with the company and promoting other services, in particular electricity. The objectives are as follows:
- To generate electricity sales to existing customers
- To promote further utility-based products such as home care and environmentally friendly initiatives
- To promote the brand and reputation of the company by providing first-class service to all customers
The KPI's and Solutions
To ensure daily, weekly and monthly sales targets are achieved:
- All agents are set daily and weekly targets, which are monitored by our dedicated performance management team.
- Any agents not achieving target receive additional support and coaching.
- All team managers are set minimum targets that their team must achieve.
To maintain high quality standards:
- The campaign is coordinated by a central Quality Monitoring Team.
- All campaign management attend a weekly meeting to review results and discuss performance.
- All agents are quality monitored each week, which is linked to their performance bonus.
- All team managers have quality standards that their team must achieve.
- Agents failing to achieve the required levels receive additional coaching and support.
To maintain a low cancellation rate and ensure net sales are optimised:
- The campaign is coordinated by a central Quality Monitoring Team.
- All agents' cancellation rates are monitored each week, which is linked to their bonus.
- All team managers have cancellation targets that their team must be below.
- Agents failing to achieve the required levels receive additional coaching and support.
To ensure the highest levels of product knowledge:
- Agents are coordinated by the training manager.
- All new agents attend an intensive five-day training course.
- All agents must achieve the required passes in order to graduate from training.
- Ongoing coaching and training is provided by the trainer and team managers.
Co-ordination
The campaign is coordinated as follows:
- Overall coordination and reporting is the responsibility of two dedicated senior client support managers.
- All sales are exported daily to a designated contact.
- The Performance Management Team coordinate agent activities and performance against all KPIs.
- All external and internal reporting is coordinated by a central team.
Delivery Management
The delivery of the KPIs is via:- A full-time dedicated management team
- A dedicated team of qualified/trained agents
- A Quality Control team, which is audited independently on a weekly basis
- Support from training to provide further product knowledge and sales skills
- A designated campaign support team manager, who operates dialler technology and manages data performance
- A robust dialler and IT platform
Results & Success
Results are measured as follows:- Daily internal and external reports show performance to target across all key KPIs.
- Daily meetings between Campaign Management and the Performance Management Team review performance to target.
- Daily conference calls with the client monitor performance to all KPIs.
- Regular internal and bi-weekly conference calls with the client review quality and cancellation levels.
- Ant Marketing conduct regular internal and external audits.
- We carry out daily reviews of the data and dialler performance.
- Monthly operational reviews with the client and Ant Marketing's directors cover all aspects of the campaign, and measure against an agreed service level.
The success of the campaign has been proven as follows:
- Maintaining the relationship with the client when they have reduced their outsource call centre usage from five sites to three sites
- Expansion of the team from 20 agents in January 2005 to 65 agents in May 2007
- Our agents receiving the Unsung Hero award from the client two years in a row
- Winning first place in numerous competitions competing against other UK call centres
- Winning an award from the client for the best-quality work across the telemarketing channel
- Regularly achieving a minimum of 100% to target and exceeding 110% true performance
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