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case study
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PDF Version: 108 KB
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Outbound telemarketing
Client Background
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Client Profile:
Fortune 100 telecom company
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Offshore centre's services:
Outbound telemarketing and customer service
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Channels:
Outbound voice
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Client location:
US
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The client is one of the Top 5 US telecom companies providing voice,
data and Internet services. The client provides a full range of
voice, data, networking and e-business services, as well as directory
advertising and publishing. A Fortune 100 company, the client
currently has over 50 million access lines across the US.
Internationally, the client has telecommunications investments in
over 20 countries.
Support Analysis
The program was an outbound telemarketing one to up sell broadband
DSL connections to the client's existing customer base in the US.
The program was an inherently challenging program for 3 main reasons:
– High costs of DSL Internet access
– Low penetration of DSL in the US market vis-à-vis dialup and cable
– Technical nature of the selling process
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The Offshore Centre solution
Based on our understanding of the program requirements, the
offshore centre setup operations and quality control practices
to be fully compliant with the client's needs.
Some of the main points during the implementation phase included:
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Stringent focus on high quality recruitment and training
(especially blending technical training and selling skills
training)
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Rigorous operations and quality control processes
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Close coordination and working relationship with our client
for product training and quality calibration
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Performance metrics/ incentives were aligned with the
objective of maximizing sales per hour (SPH)
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Setting up of complete technology infrastructure including
the custom reports, systems for remote 3rd party sales
verification, remote client monitoring and secure data
transfer using FTP protocols.
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The salient points once the pilot went live included:
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Regular joint call-monitoring with client to review performance
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Conducted additional refresher classes to build selling skills specific to program
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Cross selling new products to existing customers
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Results
Within 5 weeks of the pilot going live, the offshore centre
began to achieve the SPH targets as well as outperform the
client's in-house centres.
Today, in addition to DSL, the offshore centre runs programs
for other products and services all across the United States.
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Client feedback
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"The performance of the team has exceeded all our
expectations. There are no more questions we have about
outsourcing to India!"
- Vice-President Operations
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Come to us for cost reductions, stay for quality!
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