Embed Size (px)
Citation preview
Real-Time Identification and Analytics
Dorean KassDirector of Consumer Facing MarketsTARGUSinfo
Dana AllenderVice President, Business DevelopmentInfoCision Management Corporation
Acquire, Retain, and Grow High Value Customers
June 15, 2011
• Our mission is to enable improved decision making through the real time delivery of identities and attributes about the consumers and businesses with which our customers interact
TARGUSinfo was founded in 1993
• Solid, profitable, privately-held company; not venture backed• 250+ employees in 7 offices: DC Metro, New York, San Francisco, Chicago,
San Diego, Los Angeles, Rochester• Processed over 140 Billion real-time transactions in 2010• 21 U.S. Patents & several patents pending• Proprietary relationships with over 200 telcos (MSOs, RBOCs, LECs) • Largest provider of Caller ID services in the U.S. – over 70% market share• Over 1,200 existing clients representing the largest brands in the U.S.
Today, a $130MM+ Information Services Company
TARGUSinfo Corporate Overview
• Founded in 1982 by Gary Taylor; its name derived from the words “information” and “decision”.
• Recognized as one of the fastest-growing private companies in America.
• Expanded from our initial four Agents to more than 4,200 employees today.
• Generated annual sales of $175 million dollars last year by providing a full spectrum of services designed to guide our clients through every step of their programs from conception, strategy, metric delineation, creative, fulfillment, and analytics.
• Received numerous industry awards including Customer Interaction Solutions MVP Award each year since award’s inception in 1992; regularly recognized as Best Places to Work in Northeast Ohio.
• Succeeded by exceeding our clients’ expectations every day in both customer satisfaction and return on each dollar invested.
InfoCision Corporate Overview
• You utilize an internal or external call center for:– Acquisition– Customer Service– Tech Support
• Do know anything about your prospects or customers prior to handling that call?
• Do all your calls get treated the same?
• Would increasing first call resolution or automating more calls within the IVR impact your business?
• Do you route calls to the best-matched agent based on likelihood to convert, likelihood to churn, or potential value?
• What do you do with prospects that call and don’t convert?
Objectives – Why are we here?
Identification
Customer Service and Tech Support • IVR – Most organizations attempt to identify customers within the IVR using a combination
of ANI match and account number.• Live Agent – Manually capture consumer information
Challenges: • How to identify customers who call from a number not linked to their account• How to maintain data accuracy/linkages in the CRM• Costs associated with needing to route calls to multiple agents
Acquisition • IVR – Utilized to automate fulfillment• Live Agent – Attempts to manually capture consumer information as part of the sales
process
Challenges: • What about the people who don’t convert and don’t provide all of their
information?• Costs associated with a consumer zeroing out from the IVR
Identification and Qualification
Qualification
Customer Service and Tech Support:• If any type of scoring/prioritization is utilized, it typically takes place at the agent level
Challenges:• Missed opportunity for skills based routing around cross-sell or retention
Acquisition • Inbound: Routing calls based upon DNIS, product, media (print, TV, radio), etc.• Outbound: Typical approach is to use campaign and recency to prioritize outbound efforts
Challenges:• All leads are treated the same, regardless of their likelihood to convert, ability to
pay, lifetime value, etc• Missed opportunity to leverage best performing agents• Dialer performance, agent morale, and marketing spend are all negatively
impacted
Identification and Qualification
– The Challenge: LG Electronics takes customer service calls but has no insight into who their customers are.
– The Solution: Leverage TARGUSinfo’s identification solutions in real time to screen pop information to agents’ desktops.
– The Result: • Significant reduction in call handle time – reducing costs• Improved customer experience and agent morale by
focusing on the purpose of the call• Accurate marketing information collected to drive additional
purchases of LG products
Case Study: LG Electronics
Identify a higher percentage of
existing customers
Capture accurate marketing
information
Automate fulfillment within the IVR
Quickly remarket to non converting
inquires
Increase Operational Efficiencies
The Value of Real-Time Identification
What is Lead Scoring?
Predictive Descriptive
Web FormDirect
Print Ad
TV Ad
800 Number
What is Lead Scoring?
800 Number Direct Mail
Print Ad
Web Form
TV Ad
More Likely to Buy a Lexus
than a Hyundai
Highly Likely to Stay & Pay
Buys More When Dealing with the Best
Agents
High Quality Data and Likely to Convert
Highly Profitable Prospect
What is Lead Scoring?
Low-ValueCallers
Scoring Model
Le
ad
Sc
ore
Dedicated Agents
Overflow Agents
High-ValueCallers
AN
I
IVR System
Combining Identification with Qualification
Place Larger Orders
Convert
Responsive to Up Sell/Cross Sell Offers
Higher Lifetime Value
Be More Profitable
The Value of Real-Time Lead Scoring
– The Challenge: Understanding if Lead Scoring has any impact or value on ranking inbound calls/customer prospects from DRTV advertising
– The Solution: • Develop a predictive model based on historical inbound calls and sales• Once the model is completed, monitor the Lead Scoring results over an
extended period of time
Will Lead Scoring work in Real Life?
– The Result: • Lead Scoring does have the ability to differentiate and impact
inbound call conversion rates
Will Lead Scoring work in Real Life?
Lead Score Calls Conversion Rate
1 191 12.11%2 478 16.39%3 794 12.44%4 499 5.42%5 521 5.58%
– The Challenge: To become the leader in conversion rate for consumer products among the three call centers (including one in-house center) taking calls for a leading DRTV marketer, thus earning a larger share of the call traffic and increasing client ROI
– The Solution: The solution is two-fold:• Implementing skills-based routing to move beyond next available agent
technology • The application of real time scoring to further enhance results
Lead Scoring Case Study: InfoCision
Lead Scoring Case Study: InfoCision
Initial Benchmarking ResultsRank Call Center Calls Handled Conversion Rate
First In-House 87,375 24.13%Second Competitor 25,596 22.49%Third InfoCision 38,192 21.98%Skills Based Routing ResultsRank Call Center Calls Handled Conversion Rate
First InfoCision 51,556 23.78%Second In-House 138,696 20.98%Third Competitor 47,854 18.93%
Skills Based + Real Time Scoring Routing ResultsRank Call Center Calls Handled Conversion Rate
First InfoCision 32,985 26.41%Second In-House 78,649 23.74%Third Competitor 24,327 20.09%
Case Study: AccuQuote
A leading provider of term life insurance quotes
• The Challenge– Inbound leads needed to be better prioritized for the sales
team
– “We knew that 20% of our leads were unlikely to move through to paid status – the problem was that we didn’t know which leads were which.”
- Sean Cheyney, Vice President of Marketing and Business Development
Case Study: AccuQuote
• The Solution: – On-Demand Lead Scoring from TARGUSinfo
– Leads are ranked on a scale of 1 to 10 based on their propensity to purchase
– The most likely-to-purchase prospects are then moved to the top of the queue for the outbound dialer
– The best scoring leads go to the best agents, while leads that are judged to be less likely to convert are contacted through email or passed to trainees
Case Study: AccuQuote
• The Result– 4-5% increase in sales conversion
– Improved ability to predict intent to purchase
– A boost to sales team productivity — freeing up an extra hour a day per agent to spend on cross-sell and needs analysis
– “Lead scoring is very intuitive, even to a novice. Our lead scores now touch all areas of our operations, from media buys to the call center to sales management. Lead scoring is a win-win for AccuQuote on both the expense and top line sides.”
- Don Loonam, Senior Vice President of Sales, Marketing and Fulfillment
Summary
• Scoring is only as effective as your ability to identify a consumer/business – the two go hand in hand
The benefits are clear:• Identification:
– Improve operational efficiencies– Improve customer experience/first call resolution– Drive additional remarketing efforts
• Qualification:– Sales and marketing teams more effectively value their best
prospects – boosting conversion rates and improving both sales and profits
• Next step: Get a conversation going
Q & A
Dorean Kass
TARGUSinfo
703.663.5705
Dana Allender
InfoCision
Dana. [email protected]
330.670.5141
