Driving Call Center Traffic with Customer Appreciation Marketing

Background:
Help EMBARQ Business - a B2B unit of the Fortune 500 telecommunications company - drive call center traffic to make sure customer needs provide opportunities to up-sell services.

Solution:
Group 1: Service Anniversary Customers

• Customer appreciation card/insert package triggered by service anniversary date
• Card featured a quirky photograph with a simple thank-you message
• Insert offered a $10 credit on the customer's next bill

Group 2: Non-Anniversary Customers

• Check-up card/insert package not tied to a specific date
• Card featured a quirky photograph with humorous copy that segued into the offer
• Insert offered a $10 credit on the customer's next bill

Results:

• A combined 20% response rate
• Unprecedented call volume averaging 147 calls per day
• Up-sells and new sales have been running between 8% and 13% 

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