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Case Study

Challenges
  • Black listed Product category : Direct advertisement of cigarettes is legally not allowed. Creating new product awareness amongst smokers was hence a challenging task for our client.
  • Stringent regulation: Any attempt to engage with smokers must be done after confirming age of the end user hence a mass reach out approach is ruled out.
  • Design to Deploy cycle time: Designed and deployed the solution in 2 weeks from the signing of agreement.
  • Sustainable growth: Customer engagement through variety of incentives and constant communication for brand recall.
Solution
  • Created unique code database for printing and inserting in packets.
  • Set up IVR to receive unique codes submitted by consumers.
  • SMS mode developed to gather unique codes as a cost effective mechanism.
  • Reporting and analytics to identify high value customers across circles.
  • Incentives / rewards for high value customers.
  • Validation and delivery of rewards to customers.
Highlights
  • More than 780,000 calls received at the IVR within 4 months of go live.
  • Over 14 million unique codes generated and printed for this campaign.
  • 2 fold increase in unique customer engagement in the campaign within 60 days.
  • Over 66000 unique customers who participated in the program.
  • More than 18000 customers selected for rewards based on their consumption patterns.
  • Full-fledged call center set up to validate & enrich customer information.
Performance Charts:
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Platform
SMS
IVR
Total
48,137
7,26,295
Unique
18,427
1,33,297
Correct code
37,751
3,19,060
Unique customer
15,028
66,941
Better participation observed in IVR platform in comparison with SMS.
Solution Design:
  • 14 million Unique codes generated and provided to be inserted in packaging.
  • IVR set up with multiple language input option.
  • IVR scripts & voice recordings developed in house.
  • IVR logic tree built to accommodate regulatory requirements.
  • Instant Unique code validation on IVR followed by corresponding script.
  • Follow up messaging and customer engagement practices developed.
  • Database and server set up to capture, validate & retrieve information submitted by customers.
  • SMS platform set up as an alternate mechanism to receive Unique codes (cost effective design).
  • Integration of IVR & SMS databases to provide seamless reports access.
  • Reports interface to access and download historic reports (Summary, Detailed & Repeat callers).
  • Identification of high value costumers (based on number of UC’s submitted).
  • Call center set up to call identified customers and validate their actual consumption (elimination of retailers).
  • Customers rewarded with: Wrist watches, Sun Glasses, Mobile phones, Tabs & Bikes.
  • Data base enrichment through capture of additional customer information (occupation, age & address data).
  • Periodic data analytics to measure campaign performance and initiate improvement activities.
Results:
  • Over 80,000 unique customers engaged in the program
  • More than 350,000 correct unique codes received (each UC = One packet)
  • Product now has significant loyal customer base as evidenced in repeat customer data.
Objective
  • To engage customers.
  • Promote brand awareness.
  • Gratify customers (Trip to Dubai).
  • Focus area: Western India (Gujarat, Maharashtra, Rajasthan, Punjab, MP, UP)
  • Adhere to regulatory compliance (black category product)
Solution
  • IVR based quiz contest
  • All questions related to brand
  • Caller eligible for lucky gifts if correct answers are chosen
  • Reporting and analytics to identify high value customers across circles.
  • Validation and delivery of rewards to customers.
How we did it
  • IVR number included in packets
  • Contest update sent to master database
  • IVR set up with multiple language input option.
  • IVR scripts & voice recordings developed in house.
  • IVR logic tree built to accommodate regulatory requirements.
  • Randomized Quiz questionnaire set up on IVR
  • Database and server set up to capture, validate & retrieve information submitted by customers.
  • Cloud database to provide seamless reports access.
  • Reports interface to access and download historic reports (Summary, Detailed & Repeat callers).
  • Call center set up to call identified customers and validate their actual consumption (elimination of retailers).
  • Data base enrichment through capture of additional customer information (occupation, age & address data).
  • Periodic data analytics to measure campaign performance and feedback for field sales staff.
Solution Design:
  • More than 235,000 calls received at the IVR in 6 months
  • 192,000 times correct answers by callers
  • 6000 + unique callers each week for consecutive 9 weeks
  • Over 75000 unique customers who participated in the program
  • > 12000 customers selected for rewards based on consumption patterns
  • Call center set up to validate & enrich customer information
Results:
  • Over 75,000 unique customers engaged in the program
  • Average 3 calls by every unique customer
  • More than 2500 hours of call duration on IVR (brand details)
  • Approximately 81% times correct answers submitted by costumers
  • Product now has significant loyal customer base as evidenced in repeat customer data.

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