Literature lifts ROI

A well known U.S. flooring company uses a variety of toll-free numbers and has numerous pieces of literature on its laminate, hardwood and porcelain tile flooring.  Unfortunately, their small internal customer service group couldn't handle the flood of literature requests, calls and emails generated by their successful advertising. 

The delay was inconsistent with their corporate mandate to provide a high level of quality service.  Plus, the ROI on their advertising suffered because inquiries weren't addressed promptly.

Analysis showed that it made sense to outsource prospect and customer care, while keeping dealer support inhouse. TMP Direct worked closely with the flooring company to develop a call- and email-handling knowledgebase. A group of marketing and product specialists from the flooring company spent a day with the CSRs, so they could have hands-on experience with the products. A script was developed that (a) allows CSRs to answer questions, (b) captures demographic and other marketing information, and (c) captures the product(s) the caller is interested in.

This process also allows specific product literature to be generated and mailed the next day.  And using our proprietary GeoMatch software, we direct the consumer to the nearest retailer who can best meet their specific needs. 

The result was increased ROI on their advertising, and call handling jumped to a 96% answer rate within 20 seconds or less.  100% of emails were answered within 24 hours.  And 95% of literature requests were mailed within 24 hours.