Magazine article Marketing

General/telemarketing

Magazine article Marketing

General/telemarketing

Article excerpt

The twin objectives of cleaning Charringtons domestic customer database while simultaneously testing outbound telephone marketing were achieved. A database search had indicated that some 30% of customers had not placed an order for 12 months, but little else was known.

The exercise enabled orders to be taken immediately, and confirmed that in a traditional and elderly market the telephone was acceptable as a sales channel. Information was gathered about customer purchasing patterns (including reasons for not buying), and substantiated the acceptability of new telephone-based customer care centres.

Quite a lot for one programme. After a 10% test to identify key criteria and provide benchmarks for performance, the campaign was implemented in the summer, enabling seasonal price discounts to be used as an incentive. With calls being made between 9 am and 9 pm, it was possible to handle a maximum number of calls in the short period of the summer prices.

It was notable that the average order size of 6.8 bags represented an increase of 27% in the average order size. The conversion to order rate of 14.7 was more than a third more than the figure required to break even. …

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