Case Study

UK based telemarketing organisation case study

A company with multiple call centres was employing admin staff to print out copies of data sheets that had arrived in Excel format from the data house. These sheets would then be either posted or taken to the phone room locations. Phone operatives at the phone rooms would work through the lists, manually dialling the numbers and colour coding the results. The sheets would be handed back to admin staff at the end of the session who would guillotine them up. The leads were passed on to a second stage whilst the remaining entries that were not disconnected numbers would be fed back into a somewhat arbitrary retry loop. Leads in the form of a paper slip would arrive at the second stage where a sales person would call the number and attempt to make a sale. The details of sales plus the name and address information were transcribed by hand on to a sale card and passed back to an admin function to re-type into the accounting system and post sales processes. There was very limited control over the retry loop and all too often valuable data was not properly utilised.

BlackBIT implemented the eDialler system within the company and the results were dramatic. Raw data was fed directly into the eDialler database (a process that takes no more than 5 minutes to set up per import, and 1 second per thousand records). The data was instantly available at all sites and the phone operatives would be on the phones instantly calling with no time wasted between calls. Retries were properly managed and every number was called a defined number of times. Leads were filtered into the sales process and the sales people used the eDialler to call the numbers. Sales were entered directly into the eDialler and fed out electronically to the accounting and post sales processes.

As a result:

  • Efficiency within Stage One of the process increased by 45% and within Stage Two by 22%.
  • Basic admin functions were reduced from 4 members of full time staff to the equivalent of 1.5 full time staff.
  • Dead numbers are now fed back to the data house and discounts negotiated on the next set of data.
  • Now no data is lost or sales opportunities missed due to missing paper slips and cards.
  • Staff turnover amongst the phone operatives has dropped because, although staff members are doing a smaller number of tasks, the drudgery of transcribing telephone numbers has been removed. As a consequence, the job is now more interesting and commissions have increased because more sales are being made.
  • The return on investment for implementing the eDialler was realised in less than 4 months.