Industrialized workflow for telemarketing
HPE continuously runs about 100 (tele-) marketing campaigns per quarter on their broad portfolio of solutions. The second challenge was to create an industrialized workflow around this telemarketing operation. Together with Smart Profile, Zsuzsanna implemented CLM, Smart Profile’s state-of-the-art Closed Loop Marketing platform service, to drive the workflow management in the telemarketing organisation. This allows HPE to run multiple (tele-) marketing campaigns simultaneously, targeting the right contacts, recording the outcomes and looping in the information acquired throughout the campaign. At the same time, it prevents calling customers or prospects multiple times in the same period. This results in increased efficiency while avoiding a negative customer experience or brand exposure at these contacts.
Today’s data culture in HPE Northern Europe is all about “the Art of Elimination”. A good telemarketing campaign needs to focus on approaching the contacts who are the most receptive to engage in a meaningful conversation. Together with the market intelligence of Smart Profile, HPE reduces the total number of contacts in their campaign database, so that only the relevant contacts remain. Zsuzsanna states: “We will eliminate data until we are just looking at contacts with the highest propensity to buy or engage. We may have contact data for someone who was relevant 2 or 3 years ago, but so many things may have happened meanwhile… we are just not capable of handling that fluidity. You need a specialized company like Smart Profile who keeps track of what is happening in the market.”