Results driven telemarketing for an international printing company
‘Company Y’ is a global business-to-business brand offering cost effective in-house printing solutions. Their portfolio of award winning products covers colour, multi-function, dot matrix and mono printers available on a lease basis and supported by a service contract.
With previous sales largely dependant on IT Companies and dealership channels, Company Y approached Synergy to implement a targeted telesales drive to the end user corporate market. The campaign encompassed telemarketing opportunities for new lease contracts as well as upgraded contracts.
Synergy implemented a comprehensive b2b telemarketing campaign backed up by carefully prepared scripts and overseen by our call centre‘s senior management team. Our skilled in-house telemarketing team reaped dividends, with 11.6% of calls resulting in face to face appointments, sales leads or pipeline leads. A large proportion of our lead generation was with blue chip companies with sales potential of over £50,000 per company.
34.5% of the companies called were in contract between 2012 to 2015 and beyond, illustrating that our lead generation techniques had profiled targets correctly. These leads were updated and will form the basis of pipeline business that can be followed up in a timely fashion to ensure contract renewal.
Diversifying telesales opportunities for a leading furniture manufacturer
When an industry furniture supplier decided to diversify into telesales and e-commerce they chose Synergy to handle vital database cleaning and preparation.
“Company X” builds stainless steel furniture for the pharmaceutical, catering, and construction industries across Eastern England. Traditionally relying on inbound responses to catalogue distribution, they made a key strategic decision to move into outbound telemarketing and online purchasing.
The company’s 26,000-strong database was considerably out of date and in need of intensive database cleaning. Synergy were tasked with contacting every record in preparation for the new campaign. The aim was to remove duplicates and bad records as well as updating contact information.
The database cleaning task was complex and labour intensive due to the prominence of company and division records holding multiple contacts – sometimes 10 or more per company.
Of the 26,000 records 71.8% were cleaned with amendments – a high success rate resulting in ample lead generation on which to capitalise. Duplicates and bad records were removed, promising streamlined telesales potential.
The Synergy team identified 14 key new prospects during the cleaning process itself. This achieved results beyond our initial remit, delivering new telemarketing opportunities to the client as well as a clean and accurate contact management databasewhich can now be maintained for future opportunities.
Tenant profiling and satisfaction surveys for a County Council in Essex
When one of Essex’s largest county councils needed to review their tenancy profiles they turned to the Synergy Call Centre as their first choice. Tenant profiling is essential to provide councils with the in-depth information they need to tailor their services to their residents. As the leading provider for councils and housing associations across the UK, our specialist call centre team was ideally placed to complete a comprehensive review for them.
Our brief was to recreate the council’s in-depth survey using our in-house call centre technology. With over 50 questions designed to explore every aspect of diversity, profile and service experience, painstaking preparation was vital. Particular sensitivity was required from our call centre experts during pre-questionnaire call positioning and the survey itself, due to the sensitive nature of some of the questions we were asking.
Against the council’s expectation of a 30-40% conversion rate our market research professionals achieved a 77% survey completion rate through careful data analysis and skilled telephony techniques. Screening contact details to filter out redundant data streamlined the council’s database management to inform future projects. In the case of tenants who reported they were unhappy with their council services our call centre‘s prompt daily feedback enabled a rapid response to issues, hence building the credibility of the council’s relationships.
Our comprehensive approach to database cleaning and analysis plus a respectful attitude to tenants has resulted in a better level of relationships and understanding between the council and its tenants, as well as providing up to date profiling data in order to measure statistics and inform policy in the borough.
