2011 Gold Best use of eCRM | DMA
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2011 Gold Best use of eCRM

01 Dec 2011

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Client BT

What is wonderful about this work? We created a dynamic, modular email tool to enable BT call centre advisors to follow up customer enquiries with a summary of relevant offers, in a brand-consistent way that drives them to purchase online. The average conversion rate was over 6%, beating the target over 2.5 times. The campaign also raised advocacy levels by 435% and reduced average call times by 8%.

What details of the strategy make this a winning entry? The broadband, phone and TV market is relentlessly competitive and fast-paced, encouraging consumers to shop around – so when you get a customer on the line you need to make it easy to choose you. Over 50% of callers to BT need further time to consider or need a migration code from their existing provider before they can switch. Plus BT advisors are a valuable resource, having only 30 seconds between each call. Any solution had to involve minimal disruption to advisor productivity, be easy to implement and integrate into their order processing tool (Agent.com). What’s more, when ready to buy, customers must be encouraged to complete their transaction online. We had to satisfy the different internal and external pressures, creating a personalised customer experience, a simple one for the advisor and a positive and consistent experience of the BT brand – all with minimal impact on existing systems.

How did creativity bring the strategy to life? Our solution was a simple-to-use, web-based email tool. Advisors choose a template then select modules from drop-down lists that match the offers discussed. Producing a personalised email takes seconds, working brilliantly for the advisor who can create it while talking to the customer (who often receives it before the end of the conversation). When ready, customers simply click on their preferred option and it takes them straight to the online order page, saving time and reducing repeat calls. Built on a bespoke platform, all emails log the customer journey from that point and ensure the original advisor is credited with any subsequent sale. The intuitive, easy-to-use interface requires minimal training and is dynamic enough to allow regular updates by the product and marketing teams to reflect changing offers and options.

Results The campaign was initially trialled across 100 operators. Conversion (from email to sale) was over 250% against target, achieving an ROI of 55:1. A customer survey of email recipients highlighted a 400% increase in the likelihood to ‘recommend BT to others’ against the control. The tool has been rolled out to over 1,000 operators and won a prestigious BT innovation award. We are now working with BT to extend this for a range of other sales and support communications.

Judge's comment:“This microsite allows advisers to assemble an email while they’re on a call and is as close to real-time CRM that the judges have ever seen. It’s very easy for call centre advisors to use, and very personal and relevant for the customer – pure genius.” Lazar Dzamic, Kitcatt Nohr Digitas

Team Will Green – Senior Account Director, Chris Michael – Technology Director, Darren O’Neill – Senior Developer, Richard French – Managing Partner

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