Telemarketing Case Study 1
Client - Major UK Software Company
Project - Software Warranty Renewal
Activity
To contact new owners of software purchased from the company and introduce, after the initial free warranty period had expired,a yearly warranty and service cover which is offered by the company.
The project also consisted of contacting existing customers who had a warranty which was due for renewal. Customers were given the opportunity of extending or renewing the warranty over the telephone using a credit card or renewing by freepost after the renewal form was faxed or posted to them. The project was originally carried out as a three month trial in 1996. Renewals and extensions had previously been attempted by using mail shots. These mail shots produced results ranging from 2% to 8%. Although this is good for a normal mail shot, the results were unacceptable to the company as a method of supporting the infrastructure of service covers and warranties.
The telephone project produced results ranging from 36% to 54%. The revenue ASA generated by the huge increase in warranty and service cover renewal paid for all the telemarketing activity and left the company with a healthy surplus which financed the infrastructure of service cover and warranties support.
The company were delighted with the results and retained ASA to continue with their projects indefinitely. In addition ASA complete all telemarketing activity that is needed by the company in many different areas of their business. We have now worked with the software company for five years.
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