Campaign call handling for niche retail operation
Managing variable campaign and customer demands
Through a flexible operational and commercial solution, mplcontact manages the challenges posed by DRTV advertising, and the widely fluctuating call volumes that inevitably brings, along with the specific customer service requirements demanded by the predominantly older prospective customer base.
Our client markets a wide range of products to a target market largely over 60 years of age and, as such, sought an outsourced contact centre services partner that could successfully meet the demand from their extensive DRTV advertising campaigns. Response handling would need to be purely through the use of live call handling with no IVR capture, as this was deemed unacceptable for their prospective customers.
mplcontact was subsequently selected and, for the past three DRTV campaigns, has provided a live call handling service, taking volumes peaking in excess of 700 calls daily.
Response monitoring and media tracking
A range of intelligent DDIs has been provided to allow for accurate tracking of response rates and the monitoring of media budget, as well as the routing of calls across MPL’s network of UK contact centres.
Advertising itself takes place across a range of channels and regions meaning daily interval reports, detailing demand and performance, have been designed by MPL. Data from those reports is transmitted twice daily for direct fulfilment by the client.
Adding capacity to the client’s operations
Call types are typically brochure requests but with product training both on- and off-site, enables MPL’s agents to deal with a variety of product, payment and delivery questions.
Call handling SLAs are industry leading for this type of activity with 90% of all calls needing to be answered – by a live agent every time – within 20 seconds.
“mplcontact recognises the unique requirements that niche retailers have in terms of the need for highly scalable operational solutions, able to deal with the variable demands that a diverse range of advertising channels presents along with the distinct requirements their potential customers have. In this case, DRTV campaigns targeted at the ‘grey market’ meant that the only acceptable solution would be one that ensured a prompt and polite response at all times by live agents. This challenge has been met by our resourcing and operational teams in their design and management of a solution that has really exceeded all demands.”
Paul White, CEO, mplcontact
Benefits
- Flexibility to operate on a campaign basis with considerable daily and intra-day variance in demand
- High call handling capacity, taking over 700 calls per day
- Industry leading SLA of 90% of DRTV originated calls to be answered live in 20 seconds
- Peace of mind that client’s media buyers can secure late availability advertising slots without the need to check on contact centre capacity
- Service availability 24/7 meaning out of hours requests are captured as effectively as daytime demand
- An on-demand operational and commercial model meaning client’s spend relates directly to the success of their campaigns.