The Consumer Group
The Client
A consumer organisation providing global consumer advice and support through their monthly magazines and website content. The company relies largely on their memberships as a sole source of revenue as they are a not for profit organisation.
The Problem
The client has a duty to provide the best customer service and advice possible being a consumer association but also needed a sales element to be implemented as they rely solely on their memberships for revenue. The difficulty is striking the balance by providing knowledgeable, courteous, intelligent and consumer friendly agents whilst still selling their memberships without appearing to contradict the core values of their brand.
The Solution
RSVP has been working for this client for over 4 years. Our main tasks involve up-selling and cross-selling from a customer’s response through various means of marketing including: DRTV, Press ads, inserts, door drops and SMS marketing.
Initially the customer will call or expect a call to register their interest in a free information guide on the various subject matters advertised. It is RSVP’s duty to register this initial interest and then progress to offering the customer a trial membership on the same call. Being a consumer association and working towards consumer rights, RSVP were faced with the challenge of providing the best customer service orientated agents whilst still being able to sell without seeing to be ‘pushing’ the customer too hard for the sale; this fundamentally goes against everything the brand stands for.
RSVP’s business model allows us to do this with considerable ease. Having a core of agents where over 75% have a degree means we can provide the client with insightful, smart and perceptive agents. Our training process also allows us to hone their skills to sell whilst still providing the customer with a friendly experience and well-rounded introduction to the brand they are buying into. This is key in regards to the client retaining trial memberships and converting them into long standing members.
Our state of the art CRM system allows us to feedback to the client every 15 minutes our sales results. This is particularly important to find out what marketing strategies are working for them and where they need to focus. We often see them changing their marketing strategy weekly based on our internal feedback and real time reports.
The team has a dedicated team of managers and also a strict quality assurance process in place to ensure every agent upholds brand values.
Our conversion figures have consistently exceeded target and our approach to this account has seen us gain further activity from the client whilst being the platform to test new initiatives.
