BACKGROUNDThe Client is an authorized 3M window security systems dealer and they market and install a high grade security window film to homeowners, business-owners and community leaders. The product has been around for four decades and was developed by 3M, the nation’s leading developer of adhesives and polymers and as initially developed for protecting embassies from bomb blasts in the 1970s.
The Clients vision is to bring this institutional level of security and make it accessible to everyday folks. Each day the Client protects and helps prevent lives and properties from being shattered by an unforeseeable accident or event such as natural catastrophes, hurricanes, explosions, vandalism, burglary, glass breakage and turbulent weather.
THE CHALLENGEThe Client needed to develop new business practices that would provide consistent and repeatable processes, scale the business and reduce burn rate to enable its transition from a traditional face to face field sales team to a multi-channel sales and marketing approach. The objective was to accelerate growth and maximize conversion rates from opportunities driven by new digital marketing and advertising channels. This transition needed to be done rapidly and in the most cost and resource efficient way possible. The Client had an existing supplier who scheduled appointments for the Field Sales organization.
The Client had used the original face-to-face sales channel along with a legacy customer information platform and service model as the primary communication and marketing tools available to their sales people. While the face-to-face channel created an opportunity for in-home demonstration and providing an instant estimate, utilizing this decades-old, “one size fits all” service model prevented their ability to scale effectively in response to changing consumer needs, research and purchasing behaviors.
THE APPROACHThe Client chose OPSIFY to help them develop and implement a coordinated multi-channel strategy and operations for its sales team. The intiative’s most pressing need was to determine the most effective and efficient contact treatment strategy providing a single, unified approach and a personalized customer experience. OPSIFY was the perfect choice with their extensive knowledge in sales, marketing, and operations across a variety of industries, products and services. OPSIFY recognizes today’s customers expect to interact with providers interchangeably across channels, from web to call center to retail and mobile, depending on their needs, priorities and their location at any given moment.
OPSIFY used its CX (customer experience) and 3P (Process, Product and People) Analysis approach to map the entire customer contact experience thereby providing an end to end solution for the upfront marketing and lead generation through to the sales and installation process. Analysis of the data uncovered some key insights for improvement:
Contact availability was not being maximized.OPSIFY identified that the majority of the end user base was actually consumers and not small businesses. The existing hours of operation were therefore not the best for making contacts or scheduling appointments. Our analysis of the customer base and contact patterns determined a shift needed to be made. After presenting the data and the specific recommendation the decision was made to adjust the contact hours which increased availability and contacts immediately.
Results were not being captured or analyzed.The Client had no training developed for the contact center agents. There was no scripting or documented process for the capture and tracking of customer contacts or conversations. Everything had been based on meeting face to face and new field sales agents were trained based on “tribal knowledge”. Additionally, there was no process in place to capture customer feedback and conduct analysis for insight or improvement. OPSIFY recognized that implementing a rapid cycle data capture and analysis process would yield insights into improving the entire marketing, advertising and sales process. With that in mind, OPSIFY used it’s 3P (People, Process, Product) analytics to develop a deep understanding of the Clients customers and create a ‘success profile’ for targeting the customer most likely to purchase the product. We next set out to document and develop the agent profile for success, develop training, scripting and reporting to measure and evaluate success and to continuously analyze and improve the processes and the performance.
The multi-channel agent was not able to answer a key customer question.Based on analysis of customer data and insights, OPSIFY quickly identified a key customer concern. As you might expect customers wanted a general ballpark figure on pricing during the initial contact. How much does it cost? In the old face to face world that was addressed by measuring for installation and providing an estimate. In the multi-channel environment agents needed a way to address the question as well. OPSIFY developed the necessary training and product knowledge equipping the agents with the ability to provide a ballpark estimate increasing not only the agents’ self-confidence but also giving the customer confidence and establishing increased credibility in the product.
THE RESULTBy developing an end to end approach, OPSIFY has been able to deliver the multi-channel support providing a seamless customer scheduling and sales experience. Through mapping and analysis, OPSIFY completely redesigned the way the Client attracts, educates and sells thereby facilitating the ability to scale and grow the business.
After taking on the project, OPSIFY has delivered a 46.97% increase in contact rates and a 16% improvement in conversion rate enabling additional funding for increased marketing and advertising. The Client now has documented practices and processes, as well as continuous improvement analytics that enable scaling of the business. OPSIFY was also chosen as the sole source supplier.