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Direct Marketing in BPO
 

Direct Marketing in BPO

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    Direct Marketing in BPO Direct Marketing in BPO Presentation Transcript

    • Direct Marketing BPO as a channel
    • Presented by: 52 Kapil Singh 53 Gaurav Taishete 41 Jwala Nayak 38 Joe Augustine 34 Kapil Mhatre 24 Shahzad Khan
    • What is a BPO?
      • Any third party unit which comprises of executives who have access to a computer, CRM software, telephone and are well trained on a product
      • Cost effective as the organization is not required to make huge investments in physical infrastructure & manpower
      • Marketer can leverage a BPO to achieve well defined Marketing Objectives
    • Types of BPO’s
      • Outbound Center
      • Company contacts the customer to fulfill the marketing objectives
      • Inbound Center
      • Customer contacts the company through a toll-free number for assistance / information or to make a purchase
    • Financials
      • There is cost associated with running an outsourced set-up.
      • The contract could be as follows:
        • Pay-out per workstation
        • Pay-out per customer contact
        • Pay-out per lead
        • Pay-out per sales
      SLAs to be set-up with the vendor to guarantee a certain degree of quality and conversion rates with provision for both REWARDS and PENALTIES ROI needs to take into account the expected returns as against the cost.
    • Marketing Objectives
      • Lead Generation
      • Sales Transactions
      • Customer Retention
      • Up-selling & Cross-selling
      • Supplementing other marketing initiatives
    • Lead Generation
      • Contact a specific database so that leads can be generated
      • Sales team visits the customer to close the sale
      • Key Challenge – Quality of initial database decides the quality of Leads which in turn impacts the conversion rates for the Sales Team.
      This model is followed extensively by sectors like – Insurance, Financial Investments, Credit Cards, etc.
    • Sales Transaction
      • Customer contacts a specific number to make purchases or reservations or bookings
      • This model is used extensively by airlines, hotels, multiplexes
      • Key Challenge – Adoption depends to a great extent on customers readiness to use credit cards for over the phone transactions which may not be high in the Indian context
      CRM system plays a key-role in terms of profiling the customer and prompting the call center agent to make a customized offer to the customer
    • Customer Retention
      • Marketers need to be careful to retain existing customers while chasing for new ones
      • The retention associate analyses past usage and accordingly makes an attractive offering to retain the customer
      • Key Challenge - CRM software plays a key role in understanding the past interactions and ascertaining the customer value so that the best retention offer is made
      Most service industries like Telecom & Banking have a specialized churn management desk.
    • Up selling & Cross Selling
      • Objective - to increase usage or to sell a different product to an existing customer base
      • CRM software prompts the agent to make a specific offering taking into account previous usage pattern
      • Alternatively the company could go for an outbound campaign specifically to cross sell or up sell to their segmented base
      • Key Challenge – Segmenting of customers in CRM and ensuring that the offering is attractive to the respective segments
      This model is followed by banks when a customer contacts its help-line, the agent makes a pitch to the customer
    • Complementing other Marketing Efforts
      • Direct Marketing through a BPO can also complement other marketing efforts
      • Company may contact a specific set of customers to whom direct mailers are sent to remind them of the exclusive offer
      • Example:
      • TATA Indica Vista campaign announces a toll-free number where customers can dial and
      • schedule a Test Drive
    • Marketing Research
      • Tool to measure “Quality” or “Customer Satisfaction”
      • Sample database who have experienced the service are contacted
      • Asked to rate the service across various parameters which are “Critical to Quality”
      • The scores in turn are used as a benchmark to enhance customer satisfaction & build customer loyalty
      This model is used by service industries like Airlines & Hotel.
      • CASE STUDY
      • An outsourcing solutions company
      • based in Bangalore, India
    • Telemarketing Services
      • Helps in building leads, customer databases and also in finding new customers
      • Companies benefit from
        • Significantly lower costs,
        • Proven process quality
        • Access to a trained, computer-literate, college-educated workforce with good presentation and communication skills
    • Telemarketing Services
      • Telemarketing lead management
      • Lead Generation Services
      • Decision Maker Contacts
      • Appointment Setting Services
      • Debt Collection Services
      • Database Selling Services
      • Market Intelligence Services
      • Product Promotion
      • Research Surveys and Polling
      • Customer Satisfaction
      • Telephone and Web Based Business Development
      • Up Sell/Cross Sell Campaigns
      • Direct Mail Follow-up Services
      • Seminar Population
    • Lead Generation Methods
      • Postings in forums, blogs and social networking sites
        • Allow worldwide marketing
        • Generation of quality leads due to the heavy traffic flow
        • Highly targeted leads
      • Direct marketing e-mails
        • Cost-effective way
        • Includes efficient audience identification, competent list selection, attractive offers and a simple lead-to-sale-action
      • Newsletters
        • Customers interested in your products/services sign up for your newsletter
        • Prompts your prospective customer to buy your products
      • Offline lead generation
        • Through telemarketing, referral programs, postal campaigns, PR and advertising, meetings, surveys, seminars and conferences
    • Case Study
      • Lead Generation Services for a E-Logistics Company
      • The business challenge
      • The prime goal for the client was to generate a large number of sales leads
      • Collating information related to business from Salesforce.com website and generating leads
      • Acquiring raw lead lists filled with a number of potential customers from variable formats, unstructured data, inaccurate information and ineffective leads
      • let the sales team concentrate on the sales process rather than updating the lead-data on the Salesforce.com
    • Case Study
      • The solution
      • Designed a process which generated leads based on the type of industry, geographical location, annual turnover and the core-products of the company.
      • The leads were updated periodically in Salesforce.com
      • The raw lead lists were customized to have a universal structured format which could be directly imported to Salesforce.com
      • This process ensured that all the Regional sales teams had enough leads in the
      • buffer to reach the conversion ratio targets.
    • Case Study
      • The results
      • Higher efficiency and conversion ratios in the sales process
      • Enhanced management capabilities of the sales pipeline
      • Significant cost-savings due to a great cutback in the operational costs
    • Case Study Direct Marketing Secrets of DELL COMPUTERS “ Building Great Customer Experiences”
    • ‘’ Direct marketers, are in an environment, which changes so quickly and only way to survive is keeping track with customers’ preferences and trying every possible method to build strong, long- term relationship with customers in order to increase customer satisfaction, customer loyalty and customer profitability in cost effective way’’ PHILOSOPHY
      • The Company was founded in 1984 by Michael Dell
      • Concept : Selling personal computer systems directly to customers
      • Efficiently provide the most effective computing solutions to meet those needs
      Background
    • Business Strategy
      • Being able to contact with the customer directly so that can understand
      • better the customer needs.
      • Reducing the cost to reach the customer by eliminating middlemen
      • Using saved money on customer service to increase customer satisfaction
      • and customer loyalty.
      • Building computers based on customer’s needs.
      • Engaging with customer on each touch point as productive & efficient
      • as possible. Capturing as much information as possible.
      Direct business model.
      • Dell reduces its costs by using direct marketing methods.
      • - Can give build better customer relationships
      • Dell has to keep contacting customers to determine any
      • change on customer’s purchasing behavior and preferences.
      • Dell has to keep an eye on rivals such as HP and IBM against
      • any competitive move.
      Conclusions Indian Scenario Dell plans to up its focus on India October 24, 2008 Currently operational BPO’s - Bangalore, Hyderabad, Gurgaon and Mohali
    •