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:
A large Direct Response company introduced a new dietary supplement approximately a year
ago. After going strong for months, the campaign has 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 telemarketing campaign that need improvement
- Establish plan for increasing call center conversion and average order value
- Implement recovery tactics for non-buyers and post-transaction customers alike
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 adequately being trained
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 must 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 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