The client:
A leading telecommunications provider

Industry Sector:
Telecommunications

The Campaign:
Database Cleansing process and Opt-In Solicitation

The Target:
Current and Prospective Business and Govt. Customers

The challenge:
Our client had a significant number of prospective and existing business and government customers for whom they did not have complete contact details or names. The challenge was to make contact with these customers, update company and contact details, and verify / identify the telecommunications decision maker.

The second, equally important objective was to obtain direct permission from that decision maker to receive communications via a range of delivery channels, including email and SMS.

The campaign had been attempted in house and via a traditional telemarketing bureau, but with disappointing results. This was attributed by the client to the relative inexperience / young age of the operators who conducted the calls with their business and government customers.

Methodology
The data for both current and prospective clients was supplied to Unity4. This was uploaded to our proprietary telemarketing platform, Rapport™. In conjunction with the client, the Unity4 Account Manager developed the scripted approach to the calling process.

Using its operator profiling capability, Unity4 sourced an operator team with a successful track record of conducting business-to-business campaigns. The average age of this team was 42, and 95% of this team had previous sales experience prior to joining Unity4.

The business call was interactive in nature and the Unity4 operators had the experience and attitude needed to converse successfully with the target, collect the required details, and then obtain permission for our client to broaden their communication with the decision-maker.

Results
The mature Unity4 approach effectively doubled the number of prospects and customers who opted in to receive communication via all channels. The campaign demonstrated the improved results that a team of "life experienced" operators, supported by good scripting and superior technology, can deliver on a business-to-business marketing program.

Contact:
Simon Strachan
General Manager
Unity4 Pty Ltd
Ph: 02 9699 8279