At Transcom Isla Sicilia we set ambitious targets for 2013 in terms of improving productivity and efficiency in the handling of sales campaigns, to help us achieve better results, and consequently lower campaign costs for our clients. To achieve these improvements, we are always working with agents in areas such as motivation, training, and calibration of sales arguments. But there is another significant part of the project that we have identified as being decisive in improving our results: Database management efficiency, in order to get the most out of the data. Based on the experience we have gained during previous campaigns, we have designed a model based on the propensity of customers to buy. It consists of sorting the records from high to low chance of success in terms of sales. By doing so, we were able to focus on customers most likely to purchase, increasing the number of attempts to contact them, and avoiding unproductive calls to other contacts. Since the beginning of 2013 until now, we have used this model in 10 campaigns, and the results have been very positive. The model works and yields an improvement in sales and, therefore, in the campaign’s costs.
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