A large Educational Foundation
Client
Orbital response was asked by a current client to mount an ad hoc outbound telemarketing campaign to improve the retention rate of members leaving the organisation.
Objective – Task
- Member reactivation campaign
- Receive data from lapsed members
- Agent training
- Use real time member verification
- Deliver a professional presentation to lapsed members
Activity
Orbital response was asked to build a team of outbound call centre agents with strong customer facing skills. We received a total of 52,938 records across 19 different files.
The campaign ran from June 2010 and Orbital provided an average of 25 agents working on the project at any time. Calls were staggered between daytime and evening calling dependant on member working patterns. Calls were made to a mixture of land lines and mobile telephones. Before a call was made the agent had to access our client’s membership system in real time to make sure the lapsed member had not renewed up to that point.
Members were called on four occasions, if no contact was made at the final attempt an e mail was sent.
Result
Of the 52,938 original records it was possible to make presentations to 28,805 people, a 48% hit rate. From those presentations 38% of lapsed members renewed.
