Healthy Directions_Study Report - Final

SALES & CUSTOMER EXPERIENCE PROJECT

Making your customer experience EvenBetter®Gaurav RaiProfessional Service

© HyperQuality 2013 2

Content

Objective & Methodology Overall Synopsis Data Analytics

Sales Performance Objection & Rebuttal Study Agent Behavior Analysis

Recommendations


Objective & Methodology

Objective: To provide Healthy Directions with actionable insight based on sales opportunities.

Scope: Order and Non-order calls for OmegaQ Plus (60%), Probiotic Advantage (30%) and Trilane (10%)

Methodology:

Brainstorming in HQ on attributes of success based on experience, best practices and listening

Development of data capture form HQCs listening to sample of 750

(Order & Non Order Calls) Call and data analytics to identify

sales opportunities for main product & up sells

Consolidation of findings and share recommendations


Overall Synopsis


Overall Synopsis

• Overall Sales performance – 98% (Any one of the offers is accepted)• OmegaQ – 99%• Probiotic Advantage – 98%• Trilane – 92%

• Rebuttal is offered on 62% of the calls where objection was raised on main sale offer• Agents do not offer upsell on 4% Calls where main sale have been accepted• Upsell is accepted on 23% of the calls (when offered)• Autoshipment is offered on 97% of the calls & acceptance rate is 45%


Overall Synopsis

• Agents sounded pushy on 10% of the calls• Level 1 – 7%• Level 2 – 3%

• Specific time of the day has no impact on ‘pushy sales’• Opportunity areas on Agent Behavior are ‘Interruption’, ‘Readiness’ & ‘Rushing the call’• Overall Customer Experience is at 91% (Good & Average)• Agents didn’t follow the call flow on 13% of the calls


Data Analytics


98%

2%Order Calls Non Order Calls

Volume Analysis60%

30%10%

OmegaQ Probiotic Advantage

Trilane

99% 98% 92%

Overall Sales

• Volume of OmegaQ was kept at 60%, Probiotic Advantage at 30% & Trilane at 10%

• Overall Sales is at 98% and lowest sales conversion is for Trilane at 92%

Volume

Sales Conversion

29%

53%

18%

Main Offer Downsell Last Resort

29%

53%

18%

Main Offer Downsell Last Resort29%

53%

18%


29%

53%

18%


Last Resort & Downsell are the direct opportunities to be converted in ‘Main Offer’


Sales Performance Study


Main Offer

• Main offer wasn’t offered on 2% of overall calls• All the objections are not being handled through rebuttals. There is a 37% opportunity on overall calls

OmegaQ

Probiotic Advntg

Trilane

Offered

98%

97%

99%

85%

87%

66%

Objection Rebuttal

64%

59%

65%

28%

15%

40%

AcceptedEnterprise 98% 2% 84% 63% 25%

Opportunity 1

Opportunity 2

37% 0%


Downsell

OmegaQ

Probiotic Advntg

Trilane

Offered Objection Rebuttal AcceptedEnterprise 92%

96%

87%

76%

22%

18%

27%

32%

54%

51%

60%

50%

19%

18%

20%

20%

92% 8%

Opportunity 3

Opportunity 4

• Main offer wasn’t offered on 8% of overall calls• All the objections are not handled through rebuttals. There is a 46% opportunity on overall calls


Last Resort

Agents are offering the last resort to all the calls wherein customer didn’t accept ‘Main Offer’ or ‘ Downsell’ and all the objections are being handled through rebuttals

OmegaQ

Probiotic Advntg

Trilane


100%

100%

100%

3%

3%

0%

11%

100%

100%

100%

NA

25%

0%

50%

NA


Up Sell(OmegaQ)

• There is an opportunity of offering ‘3 Months Offer’ on 6% calls for ‘3 Months Offer’ in OmegaQ• All the objections are not being handled through rebuttals

3 Months Offer

1 Month Offer

Offered Objection Rebuttal Accepted

6 Months Offer 100%

94%

100%

76%

83%

82%

70%

66%

56%

5%

8%

25%

Opportunity 5

Opportunity 6


Up Sell(Probiotic Advantage)

3 Months Offer

1 Month Offer


6 Months Offer 84%

96%

93%

81%

72%

85%

60%

50%

34%

6%

20%

6%

• There is an opportunity of offering on all offers ( 6, 3 & 1 Months)• All the objections are not being handled through rebuttals

Opportunity 7

Opportunity 8


Autoshipment

OmegaQ

Probiotic Advntg

Trilane


97%

95%

95%

79%

79%

78%

80%

81%

85%

73%

82%

37%

39%

33%

34%

• Autoshipment wasn’t offered on 4% of overall calls• All the objections are not being handled through rebuttals. There is a 19% opportunity on overall calls

Opportunity 10Opportunity

9


Cross Sell (OmegaQ & Trilane)

Probiotic Solutions

Trilane Rej Eye Cr

Trilane Gentle Clns..

Offered Objection Rebuttal AcceptedHeart Healthy MV

Om

egaQ

Trila

ne

• There is an opportunity of offering on all Cross Sells • All the objections are not being handled through rebuttals

Opportunity 11

Opportunity 12

94%

82%

82%

94%

94%

95%

88%

73%

67%

63%

55%

60%

8%

6%

6%

15%

94%

82%

82%

94%

94%

95%

88%

73%

67%

63%

55%

60%

8%

6%

6%

15%

94%

82%

82%

94%

94%

95%

88%

73%

67%

63%

55%

60%

8%

6%

6%

15%


Cross Sell (Probiotic Advantage)

Daily Basics Plus

Dr. Williams N/L


Digestive Enzyme

96%

62%

77%

90%

99%

92%

57%

53%

53%

5%

1%

5%

• There is an opportunity of offering on all Cross Sells • All the objections are not being handled through rebuttals

Opportunity 13

Opportunity 14


Objection & Rebuttal Study


Objection Handling

• Agents couldn’t find the exact objection on 43% of the times to decide the appropriate rebuttal• ‘Discussing the Benefits’ pertaining to Finance and Product is the most successful rebuttal

0% 37% 20% 28% 13%Success

Opportunity 15


Agent Behavior Analysis


Behavior Analysis

• Major opportunity areas – ‘Interrupting the Customer’, ‘Pushing the Sales’, ‘Pace of the Call’ & ‘Confidence’

• Agent follow hold procedures on 64% of the times (on 2% overall applicable cases)

Opportunity 16

10%10%

8%6%

4%2%

1%

Interrupting the CustomerPushy Sales

Rushing the CallLow Confidence Level

Call Control DefectsOwnership Defects

Casual Language/ Tone


Pushy Sales

90%

10%

Normal Sales Pushy Sales90%

10%

Normal Sales Pushy Sales

74%

26%

Normal Sales Pushy Sales

74%

26%

Level 1 (Border line) Level 2 (Extreme Cases)

74%

26%

Level 1 (Border line) Level 2 (Extreme Cases)

•Majority of Non Converted Sales include ‘Customer Irritations’ & ‘Rudeness’• Customers hung up on 1.5% of total calls because of irritation and anger

25% 66% 9%

29%

71%93%

7%

100%

Good Average BadCust

omer

Exp

erie

nce


Recommendations


ROI (Offer on All Opportunities)

ProductMonthly Volume

Main Offer Opportunities

Current Conversion

New Sales Opportunities Offer Value Revenue Improvement

Monthly AnnuallyOmegaQ Plus 10247 2% 29% 0.6% $128.53 $7,638.87 $91,666.46 Probiotic Advntg 2208 3% 20% 0.6% $107.10 $1,418.86 $17,026.33 Trilane 1984 1% 51% 0.5% $79.97 $809.17 $9,710.02 Total 14439 $9,866 $118K

ProductMonthly Volume

Downsell Opportunities

Current Conversion

New Sales Opportunities Offer Value Revenue Improvement

Monthly AnnuallyOmegaQ Plus 10247 4% 84% 2.4% $67.47 $16,493.21 $197,918.47 Probiotic Advntg 2208 13% 66% 6.9% $56.22 $8,508.81 $102,105.66 Trilane 1984 24% 71% 8.3% $54.98 $9,103.63 $109,243.59 Total 14439 $34,105 $409K

Product Annaul Revenu Improvement

OmegaQ Plus $289,584.93 Probiotic Advntg $119,131.99 Trilane $118,953.61 Total $527K


ROI (Rebuttal On Each Objection)

Product Monthly Volume Offers Objections

Rebuttal Opportunities (Main Offer)

Rebuttal Success Rate

New Sales Opportuniti

esOrder Value Revenue Improvement

Monthly AnnuallyOmegaQ Plus 10247 98% 85% 36% 28% 8.4% $128.53 $110,587.69 $1,327,052.25 Probiotic Advntg 2208 97% 87% 41% 15% 5.2% $107.10 $12,273.11 $147,277.33 Trilane 1984 99% 66% 35% 40% 9.1% $79.97 $14,513.63 $174,163.51 Total 14439 $137K $1.65MM

Product Monthly Volume Offers Objections

Rebuttal Opportunities

(Downsell)Rebuttal

Success RateNew Sales

Opportunities

Order Value Revenue Improvement

Monthly AnnuallyOmegaQ Plus 10247 96% 18% 49% 18% 1.1% $67.47 $7,481.32 $89,775.82 Probiotic Advntg 2208 87% 27% 40% 20% 1.9% $56.22 $2,332.72 $27,992.66 Trilane 1984 76% 32% 50% 20% 2.4% $54.98 $2,652.83 $31,834.00 Total 14439 $12,466 $149.5K

Product Annaul Revenu Improvement

OmegaQ Plus $1,416,828.07 Probiotic Advntg $175,269.98 Trilane $205,997.51 Total $1.79MM


Recommendations

• Agents must offer all the offers for all products• Agents should probe enough to identify the exact objection• Rebuttals must be offered on all objections• ‘Explaining Features and Financial benefits’ is the most successful rebuttal•Offers should be made after understanding the requirements


Annexure


List of Pushy Sales Call

Pushy Sales Calls

Documents

Healthy Directions_Study Report - Final