Data Marketing

A case study in dialler bench testing

Introduction

A client ran a successful out-bound telemarketing campaign using paper directories, however they wanted to test three automatic diallers and we were asked to measure the effectiveness of each dialler and produce a report with recommendations.

The client wanted a dialler to provide an automated system for the operation and management of outbound telemarketing operations. The hardware was to be centralised, but the calls were to be distributed via the telephone network, allowing geographically dispersed call centres to make use of a shared system. One of the key features was that apart from the canvassers' telephones, no additional equipment would be required by the branch. Management and supply of the data, and monitoring and reporting of the campaigns, were to be carried out over the Internet using a Web interface. Where no Internet access was available, reports needed to be faxed to the call centre on a regular basis.

We bench tested the diallers in a live environment on three different sites to compare their functionality and durability as well as determine which was going to give the client the best return on their investment. Our close working relationship with the client helped us understand their business needs and how any changes they made would impact their business at all levels.

We supplied the data for each of the three sites, two companies were using analogue lines and one VOIP to contact prospects and customers, there were three different scales of charge.

There were a number of key factors we had to take into consideration:

• Dialling Performance
• Agent Performance
• Data Management
• Scalability
• Reliability
• Resilience
• Flexibility
• Cost

The three sites were constantly monitored during the trial, both by regular site visits from our team and tracking through database statistics.

Dialling Performance

We had to consider how easy the dialler was to implement. Other issues included security and training. After this we measured and compared call rates, talk time, duplicate calls and ring time.

As well as the operation of the diallers we compared their ability to produce timely and accurate data delivered to a variety of locations across the UK.

Agent Performance

As a company we wanted to understand how the different systems would impact the agents therefore it was important that we regularly visited each site. This gave us a qualitative measure of each system. It also gave us the opportunity to witness the impact on agent morale when they were dealing with call backs and its impact on the shift and staffing patterns.

Data Management

One of the key elements of any dialler system is its ability to manage the data effectively and ensure there is sufficient data available at all times. We had to measure how each system managed the 'call-backs' to prospects and customers, when they were fed back to be called and how many times a 'call-back' was attempted.

Scalability

We had to develop a depth of knowledge of how each dialler worked to ensure we could recommend only a dialler that would scale up by a factor of 100. This required not only understanding the dialler software and hardware but all the telecoms issues related to each dialler.

Reliability

Not only did we have to check that the dialler was reliable but also that the hourly and summary management information reports also arrived.
Resilience

As our client relied heavily on telemarketing to generate leads it was important that each stage in the process should have built in contingencies to prevent failure and finally there should be an option to switch to manual dialling in the event of catastrophic failure.

Flexibility

The nature of the business meant that whatever dialler was chosen it had to easily adapt to changes in the business, we had to anticipate a range of scenarios and ensure the diallers could meet each challenge.

Cost

The diallers had three totally different charging structures and we produced a complex costing table that allowed for all the costs including telecoms to be considered.

Outcome

We were able to confidently recommend the best system that has met all the clients' immediate needs and there is sufficient flexibility and scalability to meet any future needs.

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