Outsourcing

Loyalty / Frequency Programmes

The cost of repeat sale is substantially lower then the cost of finding new customers. Loyalty / incentive programs have proven to increase business and build customer loyalty. These are especially successful for hotels, airlines, card companies, telephony, retail, lifestyle brands etc. A typical programme would be tiered, have marketing partners and will provide both recognition and reward benefits.

We customize and manage programs. This will include benchmarking, conceptualization, branding, training, processing – database management and direct mail activity, customer service, fulfillment, MIS and an acquisition plan. Offline loyalty programmes are converted online for easy customer access and communication.

Our services include devising the concept, customer transaction tracking and reward and redemption processing and call center management.

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Telemarketing for customer acquisition

(Hotel Dining Cards / Selling Credit Cards)

CRM Initiatives are no longer just meant as a tool for retention. CRM programmes can be used to acquire new customers. Direct Marketing, PR or Mass Media offer a pull strategy while telemarketing is the PUSH strategy.

Several products and concepts are not bought. These have to be sold. Telemarketing is an efficient way of getting to your potential customers with a powerful and well-delivered value proposition. The other advantage is that this often becomes a no cost profit center for the Company as the process of acquisition makes the project self funding.

However, Telemarketing, if not managed well, can have a negative impact on Brand image. This is because of

1. Lack of importance of the ‘Brand’ to the call center team
    
2. Lack of sophisticated software to prevent repeated calling
    
3. Largely incentive based remuneration, leading to hard sales
    
4. Lack of training – No scripting, handling of refusals, calling on mobiles, over commitment
    
5. Motivation of telesales consultants
    
6. No appeal for buyer – sticky refund policies
    
7. No after sales service.

We counter all this through our approach to telemarketing, which includes

1. Relevant databases
    
2. Quality scripting including flow and objection handling
    
3. Training of telemarketers. This is an exhaustive process of classroom training on tele sales, product training, on the job as a buddy system before the actual call.
    
4. Soft Approach / Call Monitoring
    
5. Quality software for deduplication and MIS
    
6. All process maps are documented
    
7. Mystery Audits to include tele checks / competition update / customer service evaluation / complaint and cancellation level evaluation and operations evaluation.

We guarantee call service levels.

Our approach to Relationship Building is

1. Develop a ‘Club’ feeling to get the customers to bond with the Organization
    
2. Profile members including other interests
    
3. Continual contact during membership validity through birthdays / anniversaries. Regular newsletters / electronic messaging
    
4. Club Coordination through Member Help Desk, ongoing calls for feedback and low usage.
    
5. Explore contests and Sales Promotions to keep up levels of member involvement

Our Programme Managers in telemarketing based acquisition programmes are the best in the country and our proprietary software helps control quality and provides several reports.

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Marketing Alliances

Even large companies cannot always operate independently, as resources are limited. Partnering with other organizations targeting the same customer profile helps each of the partners spread their marketing budgets and also achieve their brand objectives through brand affiliations. Our experience in putting together successful alliances in the services sector is second to none. We have experience in dealing with credit / charge card companies, telecom companies, car rental companies, lifestyle brands, hotel companies and airlines, amongst others.

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Data mining

Data mining uses historical data to build a predictive model of customer behaviour. We help do that. Databases are getting more complex due to

1. increase in customer touch points like website, call centers, emails, direct mails etc
    
2. greater volume of data – transaction, interaction, demographic etc and
    
3. increase in the speed of collection of data. We help transform neglected and outdated databases into powerful assets.

The steps involved in data mining are

1. Identify all customer touch points and the data that can be collected from each
    
2. Define data capture format and mechanism
    
3. Define a central data collection system
    
4. Identify and rectify missing data
    
5. Identify patterns using domain knowledge and mathematical functions to define target knowledge
    
6. Index data for marketing use

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