OBJECTIVE: IMPROVE STUDENT SERVICES AND INCREASE LEAD CONVERSION
A leading post-secondary institution was in search of call center services for educational facilities that would improve their direct response marketing efforts, increase enrollment, reduce costs, and provide a scalable platform for growth. The education client is committed to helping students prepare for careers that are in demand or can advance them in their chosen fields. Ansafone provided expertise in the following areas:
- Improved direct response lead capture rate
- Reduction of overall cost per lead
- Improved marketing response data capture
- Increased conversion rate
- Scalability throughout marketing campaign cycles
- Bilingual language services
The organization was trying to overcome its current business challenges in regards to direct marketing response. Recognizing enrollment for education programs present complicated challenges to universities and career schools each year, the education client looked to Ansafone in an effort to increase enrollment and improve the overall student experience.
This education client was operating its own internal call center but realized it was not their core competency. The education client did not have bilingual support and was in need of a strategic outsourced partner with deep education industry experience, scalability, and an ability to provide marketing data real time while reducing cost per lead.
THE ANSAFONE SOLUTION: MANAGEMENT OF DIRECT MARKETING CAMPAIGN, LEAD CONVERSION, AND STUDENT SERVICES
In 2002, the education client selected Ansafone to support their after-hours volume. Due to the success of the program, Ansafone’s role quickly expanded to 24/7 support for their overall direct response initiatives. Ansafone established a thorough process to recruit agents for the client’s ongoing and seasonal programs. Additionally, Ansafone standardized the processes for future enrollments and strengthened ongoing training with a strong focus on conversions, intelligent lead distribution based on location and career programs of interest.
Ansafone’s strengths are in providing skilled workforce for the right program through its performance driven culture. Through a systematic skill profiling and extensive recruiting process, Ansafone finds the ideal candidates possessing a combination of customer service and problem solving skills to meet the needs for each of their programs. Ansafone’s culture contributes to lowering its attrition rate, adding value for their customers.
Ansafone conducts extensive training on customer service and communications strategies and maintains consistent coaching by their highly skilled management teams.
Best practices and leveraged across all customer care programs, including call flow and problem solving techniques. Understanding key metrics helps drive the highest value.
ANSAFONE RESULTS: REDUCTION IN COST PER LEAD BY 32% AND IMPROVED LEAD CONVERSION BY 16%
In less than 120 days, Ansafone delivered excellent results by supporting the majority of the total volume for the education client. By providing quality people and processes, Ansafone reduced the cost per lead by over 32% while improving the lead conversion rate by 16%. With a focus on enrollment and optimizing conversion opportunities, Ansafone performed 16% above the targeted conversion goals during the 2009 fiscal year.
Ansafone has developed an intelligent lead routing platform that connects the caller with the closest location which results in an enhanced customer experience. The robust web portal capabilities give the marketing department real time visibility and data for analysis. This was a contributing factor in increased student enrollment. Overall, Ansafone has implemented a solution that is delivering greater efficiencies, quality, and customer satisfaction at a reduced cost.
||Ansafone exceeded education client’s goal for enrollment by 16%|