CRM & Marketing
Application Examples
MSO Links Every Caller In Its Footprint To Account Numbers
A cable operator (Multiple Service Operator) discovered that, in too many cases, its customer service agents didn't know who was calling, where they live, what services these callers have or what services are available to their neighborhood. Agents often spent 15 minutes selling a service only to find out that, for example, cable Internet didn't yet reach that subscriber's block.
The costs to the MSO went much deeper than inefficiency in the call center. The cable operator invested a lot of time into a sale that was dead from the get-go. From the subscriber's point of view, the call accomplished nothing beyond making the company's customer service appear dysfunctional.
When non-subscribers did not convert right away, these calls also became missed opportunities for the MSO.
In many cases, the MSO did not collect callers' names and addresses in order to remarket to them, even though this strategy traditionally yields a very high conversion rate.
And because it didn't link each caller's name and address to an account number, the MSO passed up chances to gain valuable insights into what these prospects look like demographically and, therefore, what offers they'd find most appealing.
The cable operator enlisted TARGUSinfo to link every caller in its service footprint to an account number — at the instant that the call is connected. Now the MSO knows the caller's serviceability at the start of every conversation with a customer service agent.
What's more, the cable operator uses the TARGUSinfo solution to systematically decide how to roll out new services.
New services first go to neighborhoods where demand is documented to be the highest. This used to be a cumbersome and often inaccurate gathering of data. But now the MSO is able to automatically assemble records of inbound product queries and make better decisions.
Wireless Provider Gains New Opportunities From Accurate Consumer Data
A wireless provider had an enterprise-wide CRM system to manage its customer data, but still found that too many customers were getting frustrated with call-center agents.
A related problem was causing the wireless provider even more trouble. When the company followed up customer calls with direct mail offers, a high percentage was getting returned.
At the root of these problems, the company needed consumer data that it could trust. Its CRM database was only as good as the data that fueled it, but too often that data was errant or was missing information.
Every time an unknown consumer called, an agent had to spend valuable time transcribing a name and address. Even if a customer was already in the database, the agent often had to devote significant time at the start of the call to correcting missing or faulty information.
This transcription time frustrated callers and it did not prevent agents from making mistakes while entering contact information.
The wireless provider's CRM system was riddled with poor contact data, so the company's direct marketing efforts became an exercise in missed opportunities. And returned mail costs continued to rise.
Now, with On-Demand Identification, the wireless provider has the right information the first time — and every time — a consumer calls.
The company begins every call by instantly capturing accurate name and address information. Since agents only need to verify contact information instead of transcribing it, they can focus on what's important — selling and building customer satisfaction.
What's more, with verified consumer data flowing into its database, the wireless provider has more confirmed targets for its direct marketing efforts. And returned mail costs have been virtually eliminated.
