Case Study 1 .:. Inbound Optimization

Challenge:

A large retail company was looking to increase sales and maximize their return on investment through enhancement of inbound call center key metrics: conversion, average order value, and abandonment. In addition, the telemarketing cost per call was extremely high and consequently, the campaign was unable to grow past current media expenditures.

Argo’s Action Plan:

• Systematic selection of a boutique contact center that was small enough to be flexible in size yet large enough to handle volume as needed.
• Training was revised and daily reports were provided to provide greater detail on the key performance metrics of a successful campaign.
• Continuous monitoring and agent training resulting in consistent improved conversion and customer experience.

Results:

Conversion saw a 15% increase almost immediately and was maintained. The average order value increased by 10% and abandonment fell below industry standards. Media expenditures have more than doubled since pre-Argo relations, exceeding $1 million per week. This success has allowed for multiple product lines to be explored.

Case Study 2 .:. Campaign Enhancement

Challenge:

Approximately one year ago, a large Direct Response company introduced a new dietary supplement. After going strong for months, the campaign had started to see a decrease in overall response rate and a decline in call center performance.

Argo’s Action Plan:

• Identify ways to increase upfront and long term profitability.
• Identify four primary aspects of the campaign that need improvement.
• Establish plan for increasing call center conversion and average order value.
• Implement recovery tactics for both non-buyers and post-transaction customers.

Results:

Argo has seen many campaigns in situations like this before: this is actually a fairly common problem in the industry. It does not mean that the campaign is over, however. In fact, with a careful, logical approach, campaigns can be revived to exceed the levels they attained in the past. We developed more effective scripts, trained agents, and educated management. We also contracted a more qualified customer service center and implemented a save-a-sale campaign to minimize the number of customers lost. Customer sales revenue was further maximized by building an internal outbound center to recover inbound non-buyers.

Case Study 3 .:. Quality Development

Challenge:

A Direct Response call center was experiencing low revenue per call and an unusually high number of customer service call-back issues. Agents were not being trained adequately, and costs were rising dramatically as a result. With the future business of several clients in jeopardy, it was increasingly apparent to management that something had to be done in order to reduce overall costs.

Argo’s Action Plan:

• Implement a rigorous call monitoring program to pinpoint areas of opportunity and provide solutions to improve agent skill levels.
• Schedule weekly calibration calls to give the call center not only positive reinforcement when due, but also advice on training methods and an opportunity to address any concerns.
• Establish a weekly and monthly reporting system to track and report trends.
• Restructure and revise current sales scripts and offers.
• Make scripts easier for agents to follow, thus avoiding potential legal issues.
• Incorporate advanced sales techniques.

Results:

Within a matter of weeks, agent skill level increased to meet our preliminary goals. Once these goals were met, we raised our overall quality standards and call guidelines. Increased compliance, the result of our rigorous monitoring and programs, produced a ripple effect throughout the campaign, with lower back end costs due to a reduction in the number of customer service call-backs and higher customer retention rate. Additionally, agent confidence increased, which was again reflected in the sales of add-ons and upsells, thereby increasing the revenue per call and leading to ongoing, improved campaign profitability.