A farmer, whose land was in a particularly attractive part of the English countryside, was looking to diversify. He recently set up a holiday company renting out chalets on his land. The set up costs for the chalets were high -in excess of £200,000. In order to recoup this investment and generate a profit, it was important that the holiday park catered for its customer requirements, differentiated itself from its competitors and if possible, provided 'value added' facilities that would generate additional revenue. An 0844 number was provided to receive customer calls.
Market research via meeting with his call centre staff provided a mixed picture of customer requirements. Spending time with the staff listening to their conversations (one side only) did not provide clear information.
Network based call recording was provided for the 0844 number. This enabled greater control. The owner then allocated time each day where he would listen to the previous day's conversations. Hearing both sides of a conversation enabled him to more clearly understand customer requirements and also identify additional facilities or services he needed to offer to grow his business.
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