Data Marketing

A case study in telemarketing dialler usage

Introduction

A client wished to introduce a new dialler across nearly 80 sites. 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.

Objective

We were asked to:

• Liaise with all the clients dialler partners
• Produce an implementation plan
• Project manage the implementation plan
• Design a training package for all levels of management and staff
• Liaise with all levels of management within the client company
• Manage the training and launch at each site
• Set up and staff a 'help line' 7 days a week

Method

We quickly establish a good working relationship with all the clients' partners in this project. We were then able to determine what action was required by each partner and the timescales required, based on this information we were able to produce an implementation plan.

Using this plan, all the partners in the project were aware of what they were required to do and by when. This led to the smooth and timely delivery of the project for the client.

As we were familiar with the way the client had operated in the past and also the requirements of the new dialler we could produce a training package that was easily understood by both management and agents. It was important that all levels of the company 'bought into' this project so we trained the management and supervisors of each branch first and they 'sold' the dialler to the agents with our assistance.

There followed a rolling programme of launches in each branch, we attended all launches to help the supervisors get the message across and to be on hand to deal with any technical problems.

We managed to turn a very complex project into a smooth and seamless launch. After the launch we set up a 'helpline' that any of the branches can call if they have a problem with the dialler.

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