21 Sep 2011: A new online messaging tool from integrated agency Crayon has helped BT call centre agents to significantly increase conversion across their range of consumer products as well as driving efficiency in the call centre. Called Connect, the tool is one of the launch products from Crayon’s dedicated Zigzag technology division.

Connect allows call centre agents to follow up inbound enquiries with personalised email communication by building a tailored email from predetermined templates detailing any offers discussed. Each email contains unique links, which make it easy for the customer to order via a single click and for BT to analyse order journeys on the web, and see how sales match back to the agent.

Prior to using the new tool, BT needed to follow-up customer and prospect leads and inbound enquiries. Typically many callers would have spoken to the sales agent and  then wanted to check the details against a competitor offering, discuss with their partner or simply needed to obtain a migration (MAC) code from their provider. BT call centre agents didn’t have the means to follow up easily which led Crayon to identify that a product already developed for several other clients could be tailored for BT.

Connect was initially tested in a trial across 100 operators over eight weeks and conversion (from email sent to sale) was almost three times better than target. As a result of this success, the tool has been rolled out to over 1,000 operators and won a pan-BT annual innovation award. Crayon is now working with BT to explore extending the use of Connect for a range of other sales and support communications, including automated trigger based messages.

Personalised messages can be sent via email, SMS, Facebook and Twitter, or even via a feed to appear as dynamic content in websites and banners, all straight out of the box.

It also provides full end to end tracking of the purchase journey ensuring that BT are able to learn and adapt contact strategies and creative as well as track sales commissions back to the individual operator.

Nick Wong, Director of Online, BT Consumer said: “Connect has allowed us to personalise email communications direct from call centre agents and in a structured and consistent way ensuring that we maintain core brand values. However, the most important aspect has been the really impressive conversion rates and operational benefits such as reduced call length times.”