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Direct Marketing in BPO

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Shahzad Khan
Shahzad Khan

The document discusses direct marketing through business process outsourcing (BPO). It describes different types of BPOs like outbound and inbound centers. It outlines various marketing objectives that can be achieved through BPOs like lead generation, sales transactions, customer retention, and upselling. It also provides a case study of a telemarketing BPO and how it helped generate quality leads for an e-logistics company.

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Direct Marketing BPO as a channel
Presented by: 52 Kapil Singh 53 Gaurav Taishete 41 Jwala Nayak 38 Joe Augustine 34 Kapil Mhatre 24 Shahzad Khan
What is a BPO? Any third party unit which comprises of executives who have access to a computer, CRM software, telephone and are well trained on a product Cost effective as the organization is not required to make huge investments in physical infrastructure & manpower Marketer can leverage a BPO to achieve well defined Marketing Objectives
Types of BPO’s Outbound Center Company contacts the customer to fulfill the marketing objectives Inbound Center Customer contacts the company through a toll-free number for assistance / information or to make a purchase
Financials There is cost associated with running an outsourced set-up. The contract could be as follows: Pay-out per workstation Pay-out per customer contact Pay-out per lead Pay-out per sales SLAs to be set-up with the vendor to guarantee a certain degree of quality and conversion rates with provision for both REWARDS and PENALTIES ROI needs to take into account the expected returns as against the cost.
Marketing Objectives Lead Generation Sales Transactions Customer Retention Up-selling & Cross-selling Supplementing other marketing initiatives
Lead Generation Contact a specific database so that leads can be generated Sales team visits the customer to close the sale Key Challenge – Quality of initial database decides the quality of Leads which in turn impacts the conversion rates for the Sales Team. This model is followed extensively by sectors like – Insurance, Financial Investments, Credit Cards, etc.
Sales Transaction Customer contacts a specific number to make purchases or reservations or bookings This model is used extensively by airlines, hotels, multiplexes Key Challenge – Adoption depends to a great extent on customers readiness to use credit cards for over the phone transactions which may not be high in the Indian context CRM system plays a key-role in terms of profiling the customer and prompting the call center agent to make a customized offer to the customer
Customer Retention Marketers need to be careful to retain existing customers while chasing for new ones The retention associate analyses past usage and accordingly makes an attractive offering to retain the customer Key Challenge - CRM software plays a key role in understanding the past interactions and ascertaining the customer value so that the best retention offer is made Most service industries like Telecom & Banking have a specialized churn management desk.
Up selling & Cross Selling Objective - to increase usage or to sell a different product to an existing customer base CRM software prompts the agent to make a specific offering taking into account previous usage pattern Alternatively the company could go for an outbound campaign specifically to cross sell or up sell to their segmented base Key Challenge – Segmenting of customers in CRM and ensuring that the offering is attractive to the respective segments This model is followed by banks when a customer contacts its help-line, the agent makes a pitch to the customer
Complementing other Marketing Efforts Direct Marketing through a BPO can also complement other marketing efforts Company may contact a specific set of customers to whom direct mailers are sent to remind them of the exclusive offer Example: TATA Indica Vista campaign announces a toll-free number where customers can dial and schedule a Test Drive
Marketing Research Tool to measure “Quality” or “Customer Satisfaction” Sample database who have experienced the service are contacted Asked to rate the service across various parameters which are “Critical to Quality” The scores in turn are used as a benchmark to enhance customer satisfaction & build customer loyalty This model is used by service industries like Airlines & Hotel.
CASE STUDY An outsourcing solutions company based in Bangalore, India
Telemarketing Services Helps in building leads, customer databases and also in finding new customers Companies benefit from Significantly lower costs, Proven process quality Access to a trained, computer-literate, college-educated workforce with good presentation and communication skills
Telemarketing Services Telemarketing lead management Lead Generation Services Decision Maker Contacts Appointment Setting Services Debt Collection Services Database Selling Services Market Intelligence Services Product Promotion Research Surveys and Polling Customer Satisfaction Telephone and Web Based Business Development Up Sell/Cross Sell Campaigns Direct Mail Follow-up Services Seminar Population
Lead Generation Methods Postings in forums, blogs and social networking sites Allow worldwide marketing Generation of quality leads due to the heavy traffic flow Highly targeted leads Direct marketing e-mails Cost-effective way Includes efficient audience identification, competent list selection, attractive offers and a simple lead-to-sale-action Newsletters Customers interested in your products/services sign up for your newsletter Prompts your prospective customer to buy your products Offline lead generation Through telemarketing, referral programs, postal campaigns, PR and advertising, meetings, surveys, seminars and conferences
Case Study Lead Generation Services for a E-Logistics Company The business challenge The prime goal for the client was to generate a large number of sales leads Collating information related to business from Salesforce.com website and generating leads Acquiring raw lead lists filled with a number of potential customers from variable formats, unstructured data, inaccurate information and ineffective leads let the sales team concentrate on the sales process rather than updating the lead-data on the Salesforce.com
Case Study The solution Designed a process which generated leads based on the type of industry, geographical location, annual turnover and the core-products of the company. The leads were updated periodically in Salesforce.com The raw lead lists were customized to have a universal structured format which could be directly imported to Salesforce.com This process ensured that all the Regional sales teams had enough leads in the buffer to reach the conversion ratio targets.
Case Study The results Higher efficiency and conversion ratios in the sales process Enhanced management capabilities of the sales pipeline Significant cost-savings due to a great cutback in the operational costs
Case Study Direct Marketing Secrets of DELL COMPUTERS “ Building Great Customer Experiences”
‘’ Direct marketers, are in an environment, which changes so quickly and only way to survive is keeping track with customers’ preferences and trying every possible method to build strong, long- term relationship with customers in order to increase customer satisfaction, customer loyalty and customer profitability in cost effective way’’ PHILOSOPHY The Company was founded in 1984 by Michael Dell Concept : Selling personal computer systems directly to customers Efficiently provide the most effective computing solutions to meet those needs Background
Business Strategy Being able to contact with the customer directly so that can understand better the customer needs. Reducing the cost to reach the customer by eliminating middlemen Using saved money on customer service to increase customer satisfaction and customer loyalty. Building computers based on customer’s needs. Engaging with customer on each touch point as productive & efficient as possible. Capturing as much information as possible. Direct business model.
Dell reduces its costs by using direct marketing methods. - Can give build better customer relationships Dell has to keep contacting customers to determine any change on customer’s purchasing behavior and preferences. Dell has to keep an eye on rivals such as HP and IBM against any competitive move. Conclusions Indian Scenario Dell plans to up its focus on India October 24, 2008 Currently operational BPO’s - Bangalore, Hyderabad, Gurgaon and Mohali
 

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Direct Marketing in BPO

  • 1. Direct Marketing BPO as a channel
  • 2. Presented by: 52 Kapil Singh 53 Gaurav Taishete 41 Jwala Nayak 38 Joe Augustine 34 Kapil Mhatre 24 Shahzad Khan
  • 3. What is a BPO? Any third party unit which comprises of executives who have access to a computer, CRM software, telephone and are well trained on a product Cost effective as the organization is not required to make huge investments in physical infrastructure & manpower Marketer can leverage a BPO to achieve well defined Marketing Objectives
  • 4. Types of BPO’s Outbound Center Company contacts the customer to fulfill the marketing objectives Inbound Center Customer contacts the company through a toll-free number for assistance / information or to make a purchase
  • 5. Financials There is cost associated with running an outsourced set-up. The contract could be as follows: Pay-out per workstation Pay-out per customer contact Pay-out per lead Pay-out per sales SLAs to be set-up with the vendor to guarantee a certain degree of quality and conversion rates with provision for both REWARDS and PENALTIES ROI needs to take into account the expected returns as against the cost.
  • 6. Marketing Objectives Lead Generation Sales Transactions Customer Retention Up-selling & Cross-selling Supplementing other marketing initiatives
  • 7. Lead Generation Contact a specific database so that leads can be generated Sales team visits the customer to close the sale Key Challenge – Quality of initial database decides the quality of Leads which in turn impacts the conversion rates for the Sales Team. This model is followed extensively by sectors like – Insurance, Financial Investments, Credit Cards, etc.
  • 8. Sales Transaction Customer contacts a specific number to make purchases or reservations or bookings This model is used extensively by airlines, hotels, multiplexes Key Challenge – Adoption depends to a great extent on customers readiness to use credit cards for over the phone transactions which may not be high in the Indian context CRM system plays a key-role in terms of profiling the customer and prompting the call center agent to make a customized offer to the customer
  • 9. Customer Retention Marketers need to be careful to retain existing customers while chasing for new ones The retention associate analyses past usage and accordingly makes an attractive offering to retain the customer Key Challenge - CRM software plays a key role in understanding the past interactions and ascertaining the customer value so that the best retention offer is made Most service industries like Telecom & Banking have a specialized churn management desk.
  • 10. Up selling & Cross Selling Objective - to increase usage or to sell a different product to an existing customer base CRM software prompts the agent to make a specific offering taking into account previous usage pattern Alternatively the company could go for an outbound campaign specifically to cross sell or up sell to their segmented base Key Challenge – Segmenting of customers in CRM and ensuring that the offering is attractive to the respective segments This model is followed by banks when a customer contacts its help-line, the agent makes a pitch to the customer
  • 11. Complementing other Marketing Efforts Direct Marketing through a BPO can also complement other marketing efforts Company may contact a specific set of customers to whom direct mailers are sent to remind them of the exclusive offer Example: TATA Indica Vista campaign announces a toll-free number where customers can dial and schedule a Test Drive
  • 12. Marketing Research Tool to measure “Quality” or “Customer Satisfaction” Sample database who have experienced the service are contacted Asked to rate the service across various parameters which are “Critical to Quality” The scores in turn are used as a benchmark to enhance customer satisfaction & build customer loyalty This model is used by service industries like Airlines & Hotel.
  • 13. CASE STUDY An outsourcing solutions company based in Bangalore, India
  • 14. Telemarketing Services Helps in building leads, customer databases and also in finding new customers Companies benefit from Significantly lower costs, Proven process quality Access to a trained, computer-literate, college-educated workforce with good presentation and communication skills
  • 15. Telemarketing Services Telemarketing lead management Lead Generation Services Decision Maker Contacts Appointment Setting Services Debt Collection Services Database Selling Services Market Intelligence Services Product Promotion Research Surveys and Polling Customer Satisfaction Telephone and Web Based Business Development Up Sell/Cross Sell Campaigns Direct Mail Follow-up Services Seminar Population
  • 16. Lead Generation Methods Postings in forums, blogs and social networking sites Allow worldwide marketing Generation of quality leads due to the heavy traffic flow Highly targeted leads Direct marketing e-mails Cost-effective way Includes efficient audience identification, competent list selection, attractive offers and a simple lead-to-sale-action Newsletters Customers interested in your products/services sign up for your newsletter Prompts your prospective customer to buy your products Offline lead generation Through telemarketing, referral programs, postal campaigns, PR and advertising, meetings, surveys, seminars and conferences
  • 17. Case Study Lead Generation Services for a E-Logistics Company The business challenge The prime goal for the client was to generate a large number of sales leads Collating information related to business from Salesforce.com website and generating leads Acquiring raw lead lists filled with a number of potential customers from variable formats, unstructured data, inaccurate information and ineffective leads let the sales team concentrate on the sales process rather than updating the lead-data on the Salesforce.com
  • 18. Case Study The solution Designed a process which generated leads based on the type of industry, geographical location, annual turnover and the core-products of the company. The leads were updated periodically in Salesforce.com The raw lead lists were customized to have a universal structured format which could be directly imported to Salesforce.com This process ensured that all the Regional sales teams had enough leads in the buffer to reach the conversion ratio targets.
  • 19. Case Study The results Higher efficiency and conversion ratios in the sales process Enhanced management capabilities of the sales pipeline Significant cost-savings due to a great cutback in the operational costs
  • 20. Case Study Direct Marketing Secrets of DELL COMPUTERS “ Building Great Customer Experiences”
  • 21. ‘’ Direct marketers, are in an environment, which changes so quickly and only way to survive is keeping track with customers’ preferences and trying every possible method to build strong, long- term relationship with customers in order to increase customer satisfaction, customer loyalty and customer profitability in cost effective way’’ PHILOSOPHY The Company was founded in 1984 by Michael Dell Concept : Selling personal computer systems directly to customers Efficiently provide the most effective computing solutions to meet those needs Background
  • 22. Business Strategy Being able to contact with the customer directly so that can understand better the customer needs. Reducing the cost to reach the customer by eliminating middlemen Using saved money on customer service to increase customer satisfaction and customer loyalty. Building computers based on customer’s needs. Engaging with customer on each touch point as productive & efficient as possible. Capturing as much information as possible. Direct business model.
  • 23. Dell reduces its costs by using direct marketing methods. - Can give build better customer relationships Dell has to keep contacting customers to determine any change on customer’s purchasing behavior and preferences. Dell has to keep an eye on rivals such as HP and IBM against any competitive move. Conclusions Indian Scenario Dell plans to up its focus on India October 24, 2008 Currently operational BPO’s - Bangalore, Hyderabad, Gurgaon and Mohali
  • 24.