10 - Call Whisper - Effective Marketing + Customer Service

A national land agent, with several different brand names around the UK, has a central call centre to receive all incoming calls. They have numerous 0800 numbers and advertise widely in many publications.

Two issues facing the company were; assessing the effectiveness of their marketing and providing a high level of service to callers.

Advertising plays a large part in generating enquiries and, with each potential sale generating in excess of £5,000, it was essential that every telephone lead was thoroughly documented and the source publication identified. The Call Whisper facility was implemented for the incoming 0800 numbers. The addition of this function meant that, just before the call is connected, a recorded network message was 'whispered' to the telesales operator, giving, in this case the specific originating advertisement. This enabled the collection of accurate marketing data which is used to assess the effectiveness of particular campaigns and publications.

It was also important that the call centre staff provide a tailored greeting to all callers. The Call Whisper facility, by providing the name of the originating publication, allowed the staff to use the appropriate greeting for each publication or geographic location. This also removes the need to ask the marketing questions that are of little interest to the caller enabling the agent to conduct a more focussed and tailored call.

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