A Fortune 100 communications services company serving over 45 million customers
In an effort to increase wireless sales, the client chose to implement an outbound contact center campaign focused on the Hispanic market.
Driven by budget goals and revenue objectives, this campaign presented a unique challenge for the client. Having primarily marketed to the Hispanic population via print advertising, television and radio commercials, the client had never embarked upon a one-to-one relationship marketing effort aimed at this audience.
The client turned to Inktel Direct due to the company’s expertise in Outbound Contact Center Services as well as its in-depth knowledge and deep-rooted understanding of the Hispanic market.
Inktel Direct formed a project management team to drive the campaign. The management team developed a lead penetration strategy. Factors such as customer zip code, credit rating and buying history were deemed necessary criteria. Name-matching software that identified Hispanic names was used to establish Inktel’s profile. Utilizing Inktel’s proprietary technology, an application was developed and matched against the client’s customer records to produce an audience profile.
The management team then analyzed what type of new and focused approach would be necessary for this market. General market guidelines would not apply, and a different “touch” would be required to reach out to the Hispanic audience. An in-depth training platform was developed to educate Inktel’s team of sales consultants dedicated to the client’s project.
This program required that the sales consultant be bilingual, and converse with a variety of household decision makers in their preferred language before a buying decision would be made. Buying patterns and cultural differences in the Hispanic market dictated that consultants be adaptable to the situation. Outbound calls were placed on evenings and weekends promoting wireless phones and service plans over the course of the 6-month campaign. Success rates were analyzed and call times were adjusted accordingly.
By delivering such an overwhelmingly successful program, Inktel Direct established a solid working base with the client, upon which numerous additional programs have been built through the years.
