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.

Also see:

• Case study 1 -Call statistics - Effective Marketing
• Case study 2 - Itemised Call Statistics - Quality Management
• Case Study 3- Call Recording + Call Statistics -Effective Management
• Case Study 4 - Call Recording - Market Research and Staff Training
• Case Study 5 - Area Routing - Reduce Marketing Costs
• Case Study 6 - Area Routing - Enhanced Customer Service
• Case Study 7 - Alternative Routing Plan - Disaster Recovery
• Case Study 8 - Percentage Routing - Disaster Recovery
• Case Study 9 - Ratio routing - Reduce Marketing Costs
• Case Study 10 - Call Whisper - Effective Marketing + Customer Service
• Case Study 11 - Call Recording - Marketing Assessment
• Case Study 12 - Call Options - Effective Call Handling
• Case Study 13 - Voice to email -Improved Call Handling and Customer Service