the need for an omni-channel approach - opsify.com€¦ · marketing and advertising channels. this...

BACKGROUND

The Client is an authorized 3M window security systems dealer and they market and install a high grade security window film to homeowners, business-owners and community leaders. The product has been around for four decades and was developed by 3M, the nation’s leading developer of adhesives and polymers and was initially developed for protecting embassies from bomb blasts in the 1970s.

The Clients vision is to bring this institutional level of security and make it accessible to everyday folks. Each day the Client protects and helps prevent lives and properties from being shattered by an unforeseeable accident or event such as natural catastrophes, hurricanes, explosions, vandalism, burglary, glass breakage and turbulent weather.

THE CHALLENGE

The Client needed to develop new business practices that would provide consistent and repeatable processes, scale the business and reduce burn rate to enable its transition from a traditional face to face field sales team to a multi-channel sales and marketing approach. The objective was to accelerate growth and maximize conversion rates from opportunities driven by new digital marketing and advertising channels. This transition needed to be done rapidly and in the most cost and resource efficient way possible. The Client had an existing supplier who scheduled appointments for the Field Sales organization.

The Client had used the original face-to-face sales channel along with a legacy customer information platform and service model as the primary communication and marketing tools available to their sales people. While the face-to-face channel created an opportunity for in home demonstration and providing an instant estimate, utilizing this decades-old, "one size fits all" service model prevented their ability to scale effectively in response to changing consumer needs, research and purchasing behaviors.

The Need for an Omni-Channel Approach

THE APPROACH

PRODUCT

PRO

CESS PEO

PLE

The Client chose OPSIFY to help them develop and implement a coordinated multi-channel strategy and operations for its sales team. The initiative's most pressing need was to determine the most effective and efficient contact treatment strategy providing a single, unified approach and a personalized customer experience. OPSIFY was the perfect choice with their extensive knowledge in sales, marketing, and operations across a variety of industries, products and services. OPSIFY recognizes today's customers expect to interact with providers interchangeably across channels, from web to call center to retail and mobile, depending on their needs, priorities and their location at any given moment.

OPSIFY used its CX (customer experience) and 3P (Process, Product and People) Analysis approach to map the entire customer contact experience thereby providing an end to end solution for the upfront marketing and lead generation through to the sales and installation process. Analysis of the data uncovered some key insights for improvement:

https://www.opsify.com

https://www.facebook.com/opsifyme

https://www.linkedin.com/company/opsify

USA Corporate Headquarters PO Box 27068, Overland Park, KS 66225

PHILIPPINES | USA | BULGARIA | COLOMBIA 1

THE NEED FOR AN OMNI-CHANNEL APPROACH

CASE STUDY2017 | NOV

THE CHALLENGE

OPSIFY identified that the majority of the end user base was actually consumers and not small businesses. The existing hours of operation were therefore not the best for making contacts or scheduling appointments. Our analysis of the customer base and contact patterns determined a shift needed to be made. After presenting the data and the specific recommendation the decision was made to adjust the contact hours which increased availability and contacts immediately.

Contact availability was not being maximized.

The Client had no training developed for the contact center agents. There was no scripting or documented process for the capture and tracking of customer contacts or conversations. Everything had been based on meeting face to face and new field sales agents were trained based on “tribal knowledge”. Additionally, there was no process in place to capture customer feedback and conduct analysis for insight or improvement. OPSIFY recognized that implementing a rapid cycle data capture and analysis process would yield insights into improving the entire marketing, advertising and sales process. With that in mind, OPSIFY used it’s 3 P (People, Process, Product) analytics to develop a deep understanding of the Clients customers and create a 'success profile' for targeting the customer most likely to purchase the product. We next set out to document and develop the agent profile for success, develop training, scripting and reporting to measure and evaluate success and to continuously analyze and improve the processes and the performance.

Results were not being captured or analyzed.

The multi-channel agent was not able to answer a key customer question.Based on analysis of customer data and insights, OPSIFY quickly identified a key customer concern. As you might expect customers wanted a general ballpark figure on pricing during the initial contact. How much does it cost? In the old face to face world that was addressed by measuring for installation and providing an estimate. In the multi-channel environment agents needed a way to address the question as well. OPSIFY developed the necessary training and product knowledge equipping the agents with the ability to provide a ballpark estimate increasing not only the agents’ self-confidence but also giving the customer confidence and establishing increased credibility in the product.








By developing an end to end approach OPSIFY has been able to deliver the multi-channel support providing a seamless customer scheduling and sales experience. Through mapping and analysis, OPSIFY completely redesigned the way the Client attracts, educates and sells thereby facilitating the ability to scale and grow the business.

After taking on the project, OPSIFY has delivered a 46.97% increase in contact rates and a 16% improvement in conversion rate enabling additional funding for increased marketing and advertising. The Client now has documented practices and processes, as well as continuous improvement analytics that enable scaling of the business. OPSIFY was also chosen as the sole source supplier.

About OPSIFY

At OPSIFY we understand that a satisfied customer is your best advertisement and a loyal customer is your biggest advocate. Creating advocates is what we are all about. At OPSIFY, we handle each and every contact very seriously. We know you only get one opportunity to make a great impression.

OPSIFY is a premiere business support services company that specializes in providing cloud-based technology solutions, as well as best in class customer contact and back office people and processes to businesses in every part of the organizational life cycle. As Executives and Entrepreneurs we have experienced start-up, high growth, slow down, transformation, turnaround and every other business cycle with Fortune 500 to small start-ups. This experience gives us the ability to quickly understand your goals and objectives and recommend solutions that will accelerate your success.

OPSIFY CX and 3P Analytics allows our Clients to gain a deeper understanding of the practices and processes required to enable more effective and efficient operations. We drive cost out and revenue up! Quantitative analysis and actionable insights are built into our business processes for continuous improvement. These insights drive the improved performance resulting in both top and bottom line success. Work with a company that invests in its people, processes and technology allowing you to focus on your core strengths.

To learn more contact us:


Tel : [email protected]

THE RESULT








the need for an omni-channel approach - opsify.com€¦ · marketing and advertising channels. this...

Documents