Electronic Retailer - July 2011 - 35

The communicators also received specialized training on the client and the product, including product demonstrations, best practice call reviews and intensive role playing. As they went to work taking calls, InfoCision monitored their numbers. Communicators were ranked based on their sales conversion rates. These statistics were the driving force behind the integration of targeted routing technology. Using the ranking system as a base, InfoCision set parameters on its dialers to hold calls for communicators with the best conversions – distributing more calls to better performing personnel. While this was happening, arrival patterns and hold times were monitored. Wait time thresholds were adjusted as needed to prevent an increase in abandon rate.

The Results: Higher Conversion Rate, Lower Abandon Rate
The objective of the targeted routing test was to boost sales conversions (and the DR company’s return on investment) without increasing InfoCision’s abandon rate. The test was a success on both counts. As a result of implementing targeted call routing, InfoCision was able to improve its conversion rate by 2.17 percent. Simultaneously – and surprisingly – the abandon rate actually decreased by more than 9 percent. With targeted routing, InfoCision’s conversion rate was higher than the competing call center and even several percentage points higher than the company’s in-house contact center. This test was the first time InfoCision used the targeted call routing strategy and, because of its success, it has been rolled out successfully to other clients across industries – including all direct response clients.

consumers call in with a high level of product interest already established, sometimes all it takes is a little extra skill and polish to move the costumer toward a buying decision. Having a system in place to increase the likelihood your customer will talk to the most qualified agent also increases the likelihood you will convert the sale. Through this test, integrating targeted call routing technology for direct response companies proved to be an effective method of increasing conversion rates. It also revealed that, with proper monitoring, targeted routing can

assist in decreasing the number of abandoned calls. Ultimately, the potential benefits of targeted routing for direct response companies can be many: additional sales, fewer hang-ups, enhanced brand value and the marketing ripple effect of more positive customer experiences. Ken Dawson is chief marketing officer at InfoCision Management Corporation, a leading provider of contact center solutions for the direct response industry. Reach him at ken.dawson@infocision.com.

Conclusion: Routing to the Right Agent Can Boost DR Sales
When it comes to direct response calls, the voice on the end of the line can make a big difference. Because 35

July 2011 | electronicRETAILER

Electronic Retailer - July 2011

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