Calling the right people at the right time
Outsourcer Capita automated reporting and created a data warehouse to generate efficiencies, which enabled a focus on analysis rather than production of data. Linking demographic information from Cameo allows Capita to contact the right customers at the right time, using "demographic dialling". This increased right party connects by 40% and conversion by 20%. The dialler is now integrated with workforce management and real-time adherence is shown on plasma screens and managers' PCs. Through effective communication, advisers understand the changes and see the benefits flow through to their incentive schemes.
A new demographic dialling strategy
When OFCOM's regulation on silent calls in 2008 made dialler efficiency harder to deliver, Capita's planning team looked for new approaches to planning outbound collection calls in order to maximise revenue for their clients.
Pioneering a new demographic dialling approach to creating effective dialling strategies we increased right-party connects by 40% and conversion by 20%, using a new data warehouse and analysing demographics. Using new technology we can now analyse which customers are likely to be most responsive by bringing together demographic information with our client's calling lists - creating demographic groups for the dialler schedules.
Historical information from previous campaigns is then used to target groups at specific times, daily profiles are created and schedules are built using workforce management systems. Right party connects improved by 40%, conversions by 20% and there was also an increase of 0.8 payments per hour using demographic dialling.
Keeping all the data in one place
A critical step was the investment in a new data warehouse and reporting suite. The warehouse loads multiple data files from the dialler on a daily and real time basis and is held for 18 months, so that period trends can be identified. The new reports - available to managers and front-line team on the intranet - show campaign performance and adviser performance. This supports in-depth analysis by both the operations department and Ventura's clients.
Understanding your customers
Another vital step was the use of a demographic profiling tool, Microvision, and the geo-demographic classification, Cameo, which uses a postcode classification system and information from a number of sources including census information, Council Taxband, property value and consumer credit data. Purchasing Cameo data, to gain a detailed breakdown of the location and demographics of all contacts in the Ventura database, was a journey of discovery! The analysts gained a greater understanding of the client's customers and were able to create demographic profiles known as Cameo groups.
Real time adherence for outbound
LiveView is a tool designed by Ventura for schedule adherence for outbound, which was rolled out in 2009. It has a feed directly from the dialler and workforce management system which displays each advisor's time in Wrap Up, Not Ready, Waiting, Talk and adherence to schedule and is displayed on plasma screens in the centre and on managers' PCs.
Any adviser not adhering to their schedule will be highlighted, allowing team leaders to quickly address who is adhering and why.
It also highlights the strongest areas of performance allowing the unit to quickly identify collections' best practice. Through LiveView, there has been a 20% increase in adviser productivity.
Feeling the difference in performance
LiveView gives advisers a realtime view of their performance and team leaders are able to offer greater support and training as improved MI frees up their time and as a result better quality scores are achieved.
Thank you!
Your file download should begin shortly. If it doesn't, try refreshing the page and try again and make sure that your browsers security settings are not bloacking the file.