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
Company contacts the customer to fulfill the marketing objectives
Customer contacts the company through a toll-free number for assistance / information or to make a purchase
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.
Up-selling & Cross-selling
Supplementing other marketing initiatives
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.
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
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
TATA Indica Vista campaign announces a toll-free number where customers can dial and
schedule a Test Drive
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.
An outsourcing solutions company
based in Bangalore, India
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 lead management
Lead Generation Services
Decision Maker Contacts
Appointment Setting Services
Debt Collection Services
Database Selling Services
Market Intelligence Services
Research Surveys and Polling
Telephone and Web Based Business Development
Up Sell/Cross Sell Campaigns
Direct Mail Follow-up Services
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
Includes efficient audience identification, competent list selection, attractive offers and a simple lead-to-sale-action
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
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
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.
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
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