CASE STUDIES
Learn more about how Intelemedia solutions solved complex business issues for our clients.
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CLIENT: Liberty Mutual
INDUSTRY: Consumer product – Premium auto & property insurance (unbranded and branded lead sources)
BUSINESS ISSUE: Business unit unable to achieve desired profitability when buying third party leads
ANALYSIS/KEY FINDINGS:
• Key findings:
- Too many third-party leads were not viable for client
- Client had no system capabilities to evaluate leads in real time, thus having to purchase every lead sent over
- Limited capabilities to manage number of incoming leads to agent capacity
SOLUTION:
• Inserted our Predictive Caller product line
- Built and applied scoring model to depict in real-time the value of a prospect from their phone number
- Created ability for client to accept or reject the lead in real time, therefore only buying the top value leads
- Created process that allowed client to fluctuate and prioritize lead volume based upon system capacity, taking
only top leads when at capacity and allowing lesser scored leads when below capacity
- Added third level of sophistication to system by allowing management of lead capacity by lead channel
performance (Web, DTV, etc.)
- Modeled system to accept leads that would fit client partners, allowing them to accept a greater number of leads
for them and partners
RESULTS:
• Increased bind-to-call rate by 67% and decreased underwriting rejection rate by 56%
• Methodology and platform now being implemented throughout the organization for all lead generation channels
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CLIENT/INDUSTRY: Consumer membership/subscription-based business with more than 38 million members
BUSINESS ISSUE:
• Unsuccessfully attempted for years to get TV media buys to return positive results
- Convert only 15%-19% of leads generated
- Resulted in the cost per acquisition being too high
- Tried multiple advertising creative and pricing strategies all with similar results
ANALYSIS/KEY FINDINGS:
• Engaged Intelemedia to perform analysis of teleservices environment
- Client ran their new advertising creative and pricing under their existing teleservices environment with Intelemedia evaluating
performance opportunities
• Key findings:
- Could not determine nor manage the % of calls going to top/mid/low tier agents
• Too many calls going to low and mid-tier agents
- Call abandonment rate was actually higher than what was originally reported
• Call centers would not present the total number of abandoned calls. These calls were presented as short or other dispositions when in fact
they truly were abandoned calls
• Each call center defined and reported key metrics differently, which resulted in inaccurate call routing strategies
- No ability to route calls with real-time knowledge of call center capacity
• Too often calls abandoned in one center while in another center there were available agents
- Reluctant to add call centers
• Did not realize they had capacity issues
• Disparate reports and metrics between call centers was too difficult to manage
SOLUTION:
• Added two call centers
• Inserted our Insight product suite
- Integrated all call centers into one uniform platform - had common metrics and definitions across all centers
(easier to manage and compare performances across centers)
- Implemented agent level performance reporting across all centers
- Implemented real-time agent performance routing across all call centers
RESULTS:
• Within four weeks, conversion of TV-generated leads increased from 19% to 24%
• Within three months, conversion of TV-generated leads increased and had stayed at a 34% conversion rate - this TV campaign has been running
for over 24 months successfully
• Abandonment rates dropped from 5% to between 2-3%
• Percentage of all calls went to above-performing agents
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CLIENT/INDUSTRY: Advertising agency – Consumer membership/subscription client
BUSINESS ISSUE:
• Agency was taking over an account that unsuccessfully attempted for years to get TV media buys to return positive results. The previous outcome
was as follows:
- Converted only 15%-19%, creating an unsatisfactory cost of acquisition
• Previous agencies had tried multiple advertising creative and pricing strategies all with similar unacceptable results
ANALYSIS/KEY FINDINGS:
• Engaged Intelemedia to perform analysis of teleservices environment
- Client ran their new advertising creative and pricing under their existing teleservices environment with Intelemedia evaluating performance
opportunities
• Key findings:
- Could not determine nor manage the % of calls going to top/mid/low tier agents
• Too many calls going to low and mid-tier agents
- Call abandonment rate was actually higher than what was originally reported
• Call centers would not present the total number of abandoned calls. These calls were presented as short or other dispositions when in fact
they truly were abandoned calls
• Each call center defined and reported key metrics differently, which resulted in inaccurate call routing strategies
- No ability to route calls with real-time knowledge of call center capacity
• Too often calls abandoned in one center while in another center there were available agents
- Reluctant to add call centers
• Did not realize they had capacity issues
• Disparate reports and metrics between call centers was too difficult to manage
SOLUTION:
• Added three call centers
• Inserted our Insight product suite
- Integrated all call centers into one uniform platform - had common metrics and definitions across all centers
- Implemented agent level performance reporting across all centers
- Implemented real-time agent performance routing across all call centers
RESULTS:
• Within four weeks, conversion of TV-generated leads increased from 19% to 24%
• Conversion of TV-generated leads increased and has stayed at a 34% conversion rate
• Abandonment rates dropped from 5% to between 2-3%
• 86% of all calls delivered to above-performing agents
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CLIENT/INDUSTRY: Consumer product – home warranty
BUSINESS ISSUE: Desired improved ROI from their direct response campaigns. Client felt KPIs were inaccurate.
ANALYSIS/KEY FINDINGS:
• Engaged Intelemedia to perform analysis of business
- Intelemedia first, ran calls through our platform to evaluate current performance and determine if current reporting was accurate
• Key findings:
- The client had two disparate reporting systems, one for telephony and one for CRM that resulted in a number of calls that did not show
up on reports
- By having two separate systems client could not accurately identify their best-performing agents
- After running all calls through the Insight Platform, the following was uncovered;
- Prior system was not reporting all agent calls causing inaccurate agent comparisons
- 15% of calls were from unserviceable areas of the country yet were delivered to the sales agents
- Actual conversion rate was far less than previously reported (see below)
SOLUTION:
• Applied our Insight product suite to the platform. This included:
- Predictive call scoring in real-time
- Agent performance routing for all calls
- Unified CRM and Telephony data reporting
RESULTS:
• The client was able to view reporting on all calls including agent performance, allowing the client to measure agent rankings correctly
• Knowing the value of each incoming call, agent availability and accurate agent performance, all in real-time, permitted client to route best calls to
the best agents
• Understanding the importance of each call in the queue, the client was able to prioritize calls in the queue, moving best prospects to the front of
the queue
• Besides financial improvements, the client had confidence in reporting to be able to make media buying decisions and accurately measure the
performance of all agents.
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CLIENT/INDUSTRY: Non-profit/ministry
BUSINESS ISSUE:
• Previously client attempted to increase donation performance and call capacity by unsuccessfully attempting to add additional call centers.
Inhibitors to success included:
- Ability to efficiently manage scripting & reporting across multiple call centers
- Access to a reporting mechanism that unified call center reports
ANALYSIS/KEY FINDINGS:
• They lacked capacity for a number of their media buys so as calls spiked created high call abandonment
• Even with only two call centers making scripting adjustments was timely and expensive which limited their ability to make scripting enhancements
• Different scripting systems with two call centers caused separate scripting and inconsistent messaging to their potential donors
• Reporting never reconciled, as they had two centers providing different reports
SOLUTION:
• Doubled call capacity by adding four additional call centers
• Implemented Insight product suite feature of unified reporting and applied across all call centers
• Implemented Insight product suite feature of real time agent performance routing, which aligns more potential donors with the best agents.
• Implemented Insight product suite feature for scripting. All call centers utilized this one scripting platform which allowed client to upload script
changes to a single site in real time, no longer needing to work with each individual call center for changes.
RESULTS:
• Combination of increased capacity and ability to make more enhanced script changes increased average donation by 25%
• Lowered abandonment rate from over 20% to 2%
• Standardized scripting reduced average talk time by 90 seconds which decreased agent cost by 15%
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CLIENT/INDUSTRY: Direct to consumer nutritional supplement
BUSINESS ISSUE:
• Desired for more calls to be answered by live agent and lessen need for an IVR which converted at a lower percentage rate
• Wanted to add additional call centers but needed knowledge of highest performers
ANALYSIS/KEY FINDINGS:
• Existing routing system only allowed for call allocation versus no real-time routing functionality. This caused calls to abandon at one call center,
while the other centers had available agents
• Upon moving calls to the Intelemedia platform, it was quickly uncovered that the majority of calls were handled by agents converting below the
average, while high performing agents only received a small percentage of calls
• Identified that the current platform could not handle the call spikes and were dropping calls prior to delivering the calls to an agent.
SOLUTION:
• Migrated all call centers onto the Insight platform
• Intelemedia captured each data field from each call center and established standard definitions for each data field
• Implemented Insight product suite feature of agent performance routing, which allowed client to route calls to the best available agent in real-time.
• Implemented Insight product suite feature of predictive scoring, which allowed each call to be scored in real-time, with the best prospects moved
to the front of the queue and then routed to best performing available agent.
RESULTS:
• Lowered abandonment by 50%
• Increased conversion rate by 35%
• Increased average order size $40.00
• Eliminated need for IVR
Have a question or need additional information please contact us?
Call: 800.300.2150 or email us at: Hello@Intelemedia.com. We would like to talk with you.