Cornhill’s conversion rates up by 40%

“We asked Broadsystem to drive our outbound telemarketing campaign because we wanted to integrate customer data into our communications programme. What a brilliant conversion rate!” Mike Hayward, DM Manager Cornhill Direct

Cornhill Direct General Insurance outsourced the outbound telemarketing of a new general insurance product to Broadsystem as it wanted to benefit from a customer contact expertise that was driven by data profiling.

By applying data analysis techniques to Cornhill Direct’s customer database, we were able to match selections for the campaign to the most appropriate profile for its new General Insurance product.

We identified the highest-value prospects on Cornhill’s customer database and also enhanced the selection process by choosing those people with the characteristics that generate the best responses.

We used our Customer Contact skills to ensure the timing of the outbound calls would be appropriate to each prospect, according to the information held on the records.

A highly cost-efficient and productive campaign that increased sales, reduced wastage and minimised customer irritation.

In comparison to previous campaigns run without data integration, Cornhill Direct experienced an increase of 40% in conversion rates.

Costs per sale were reduced by 50% and the penetration to DMCs (Decision Making Contacts) increased by 25%.

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