Direct Marketing | Door Drop Case Study - Smart Energy UK
The Challenge
Smart Energy is the UK's largest solar energy company supplying and fitting solar panels for residential property. Founded in 1999, they already have sales of £16m a year.
Smart Energy approached us to review their marketing strategy. We identified that a key weakness of their sales process was the lack of a centralised call centre operation. The only response mechanism offered from any marketing activity was coupon - so Smart Energy losing a significant volume of potential phone enquiries. Plus the poor data quality and length of response time from the coupon responses was seriously limiting the lead to appointment conversion.
The Solution
We set up an outsourced call centre operation with trained operators offering a professional and customer friendly service. The call centre enabled live answering of all calls with the ability to book appointments online directly into sales consultants diaries. The result was an outstanding customer experience which translated into a huge incrase in conversion rates and bottom line sales.
As part of the delivery of the new call centre, we built auto-populating screens so that there was accurate and robust lead source tracking from initial enquiry through to sale. This ensured results analysis was virtually 100% accurate.
The call centre also had a specialist unit to manage leads generated by the Smart Energy website. These leads were managed in a specific manner, logged and appointed to a dedicated online sales team for follow up. The call centre also does outbound calling for Smart Energy based on a number of criteria such as follow ups on DM responses, or requested call-backs.
The Results
The call centre has been running under our management for over 18 months and has been an outstanding success. Even though we have increased the number of calls generated through our other work, the call centre has handled all of these calls expertly and exceeding the SLA's that were agreed between us and the client.
As the call centre agents are the first port of call with the customer they quickly recognise any issues and come to us with suggestions for changes or improvements that will help the client's levels of service and ultimately improve the customer experience.
The business impact of the call centre was to contribute to an increase in response from door drop activity by 17% (by offering an additional response mechanism) and lead to sales conversion by 20%.
