Crayon technology drives up conversion at BT
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.”
Profiling the Industry: Part 3
20 May 2013: In the third of our special series of articles profiling the database marketing industry, we catch up with Hopewiser, Alchemetrics, Callcredit and greenstone data solutions.
Ageas names Hanson Marketing Director for RIAS and Castle Cover
22 May 2013: Insurance provider Ageas has appointed Mark Hanson as Marketing Director for its two over 50s insurance brands, RIAS and Castle Cover.
BSkyB extends CRM deal with Comet
20 May 2013: Comet Global Consulting, the customer interaction expert, has secured an additional two-year deal with Sky, to further develop and support the company’s customer relationship management and customer interaction systems and operations.
Experian launches online credit services and marketing portal
21 May 2013: — Experian has launched a new online credit risk and marketing portal putting a wealth of vital business information at the fingertips of UK SMEs.
Metametrics thinks big with Vass apppointment
8 May 2013: Hector Vass, former Systems Architect in the Customer Lifecycle and Optimisation team at the Lloyds Banking Group, has joined marketing analytics agency Metametrics as Chief Technology Officer.
Institute of Fundraising Insight Awards shortlist unveiled
8 May 2013: The Institute of Fundraising’s Special Interest Group for Insight in Fundraising has announced the shortlist of finalists for the Insight in Fundraising Awards 2013.
GHD gets straight to the point with Celebrus granular data
8 May 2013: ghd, the UK hair-straightening brand, has seen conversion rates soar as a result of improving the shopping experience on mobile devices using data gathered through Celebrus Technologies’ software.
DM solutions provider Maileva partners data supplier Selectabase
7 May 2030: Maileva, a European leader in hybrid direct-mail solutions, and Selectabase, a supplier of marketing data, have joined forces to offer marketers what they call "a unique, easy-to-use and cost-effective direct-marketing solution".
Really Simple Systems first and only CRM to integrate with Sage One
7 May 2013: Really Simple Systems, one of the world’s largest providers of hosted CRM systems, has announced availability of an interface to Sage One – Sage's online accounting system.
Mortascreen owner launches new goneaway file
15 Apr 2013: Following the launch of the Smartdepart suppression file last month, data and targeting specialist Wilmington Millennium has now launched Smartlink, a new goneaway database for direct marketers.
New deal brings real-time decisioning and personalisation nearer
15 Apr 2013: Celebrus Technologies has deepened its partnership with Teradata through its new ability to feed individual-level digital channel data directly into Teradata Real-Time Interaction Manager.
Data8 adds real time bank account validation service
15 Apr 2013: Data8, the data enrichment specialist, has added to its suite of real time data validation applications with the introduction of bank account validation.
Weborama sees 5% growth in consolidated revenues
15 Apr 2013: The consolidated revenue of Weborama, the European leader in the management, distribution and tracking of targeted online advertising, grew by 5% in the first quarter of 2013.
Lateral handed responsibility for Kwik-Fit's eCRM programme
5 Apr 2013: Kwik-Fit Group has appointed customer engagement agency Lateral to handle the automotive company’s customer eCRM programme.
Big data: big opportunity, or big headache?
5 Apr 2013: It is predicted that, over the next year, the human race will produce 4 Zetabytes of new data, which represents about 1 quintillion new objects. Are marketers ready for this deluge and is it an opportunity or a threat, asks the IDM?