1. Building Intelligence into your Outbound Calling

2. Resources
Numbers to dial
Agents

3. What Do We Know? Demographics, e.g. 24 Post code
Phone number responses
e.g. busies, etc
Sex
Behavioural scoring
e.g. propensity to spend money
Age 24
Language

4. What Do We Know?
Skills, e.g.
sex
languages
ability to
close a sale

5. What Do We Know? Market research Telemarketing Collections
Service call
Often know very little about
telemarketing
…but lots about
collections

6. A Strategic Approach Complex data sets require rules
Rules – adaptive as data changes automated whenever possible
Managers should only set targets

7. Some General Rules

8. High Level Objectives Wait times between calls Talk time per hour
List penetration as % of live numbers as % of Right Party Contact (RPC)
Retries e.g. dial until at least 6 “not-presents”
Sales Per Hour (SPH)

9. Right Party Penetration
100 75 74 68 63 50 %
penetration 55 42 25 25 1 2 3 4 5 6
No. calls

10. Sales Per Hour (SPH)
Number
of Sales
B R E A K E V E N
Time

11. Linking Campaigns List 2 List 3 List 4 List 1 30% 10% Numbers
for dialing
15%
45%

12. End of List Behaviour
Use Sales Per Hour (SPH) retry until SPH really dips then chain to another campaign
Need an excellent dialer because live call rate will be low i)
ii)

13. What Dialing Method?
Preview/ progressive for agent to preview details, or take a particular call
Predictive otherwise with very low call abandonment, but use monitoring and other controls to ensure that high value calls get the right attention

14. List Segmentation
Consider segmenting lists based on scoring demographics
Allows performance to be better understood
Run lists at different times of day and use campaign linking to exploit differing behaviour patterns

15. Managing Individual Numbers

16. Managing Individual Numbers
Dial history allows rules to be applied.
History examples: call type (e.g. live) who answered phone (if live) time and date call outcome
Ensure you write dial history back to your database.

17. A Simple Retry Strategy e.g.
If outcome is…
Then retry in…
Maximum no retries
Busy
0d 0h 15m 6
No Answer
0d 3h 0m 4
Ans. Mach.
Abandon
3d 1h 0m 2
Called Party Hangup
1d 2h 0m

18. Combine with Multiple Numbers
Apply retry strategy to each number in sequence
Apply maximum criterion to results for all numbers, or ‘not presents’ only

19. Adding Skills-Based Routing (SBR)
Use skills-based metrics to decide which agent gets the call.
“Give best leads to best agents” - not always the best strategy

20. What to expect from SBR
Predictive campaign benefits are limited. 50 agent campaign has as little as 3 or 4 agents waiting at any one time.
Simple rules that have large groups work best e.g. ‘select agent based on gender’
SPH performance increment much smaller than the performance gains from employing a best-of-breed predictive engine.

21. Outbound SBR strategies that work
Live and IVR agents on one campaign. Route calls by potential for sales value.
Gender sells! Depending on proposition, same-sex or opposite sex agent-customer will yield best results.
Make your campaigns big. Deploying lots of agents on one campaign increases the chances of getting a skills match

22. Outbound SBR strategies that don’t work
Skill groups containing less than 5 agents.
Campaigns divided into many skill groups with no natural overflow between groups.
Hard skills enforcement. This generates massive call abandonment even using dialers that check agent skills matching before launching calls.