Marketing Alerts is a real-time system that delivers inbound call centre staff a prompt when a customer calls in, indicating what the best cross-sell, up-sell or right planning conversation is appropriate to have with them. The overall effect of this is a dramatic improvement in sales performance, a stronger alignment with Telecom’s strategic focus, and improved customer experience.
Telecom uses prioritisation in marketing alerts to guide the rep on what products and services will best meet the customer’s needs, the representative discusses alerts with the customer and then uses the Marketing Alert interface to select the outcome of the conversation. This information is then fed back into the Telecom inbound CRM system and updates future conversations accordingly.
The strategy is underpinned by the notion that if a sales opportunity exists, the sales representative, using marketing alerts, will be more likely use that opportunity to deliver a solution that will best meet the customer’s needs; the focus on needs-based selling delivers an optimal customer experience.
The results show a 6% improvement in key customer experience metrics and a 37% conversion on major new product to market. Marketing Alerts contributed to a 20% increase in the number of customers with all three fixed line products with Telecom.