3437 lapsed accounts reactivated during extensive telemarketing campaign to relaunch Addison Lee’s Business Priority Plus Account

Addison Lee has been established for over 40 years, beginning in 1975 with the belief that taxis and minicabs could be done better. By combining the latest technologies with traditional customer service values, Addison Lee disrupted the industry (before disrupting industries had even become a thing). Today Addison Lee employs 6000 staff and offers Passenger Services (Executive Car Service, Taxi, Coaches, and Private Jets) and Delivery Services (Same day, Next day, International & Overnight). Addison Lee services over 15,000 corporate clients and 70% of FTSE 100 (including WPP, Barclays, Goldman Sachs, Disney, Shell, Sony, and Deloitte).

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Project background

Addison Lee approached The Telemarketing Company (TTMC) early in 2016 to deliver a campaign promoting their new Business Priority Plus Account, a relaunch of their Priority Account. The calling was to target lapsed customers to re-engage bookings through Addison Lee on the new proposition. As well as a competitive rate, customers were to be offered various incentives, depending on volumes and method of payment, including a discount on airport transfers and guaranteed pick up times within central London.

Project execution

The calling team was briefed on site by the Addison Lee SME Sales Manager. Addison Lee provided the data, a mix of all sectors and Personal Accounts (all customers with an account service with Addison Lee), a split of 70% mainly SMEs, and 30% Personal Account customers. The decision makers could be varied and include - Facilities Managers, Travel Managers, Administrators, Office Managers, Receptionists, PAs, Secretaries, occasionally Bookers, and Individual owners of Accounts (Personal customers).

The Telemarketing Company was responsible for managing data to maximise results. The data contained information on annual spend and the higher potential spending accounts were to be prioritised and called first. The brief included comprehensive information on the types of pain points that customers would raise, corresponding benefits, and also tips on positioning the new proposition against competitive services.

When each account had been reactivated, the team member sent two emails to the prospect - an initial marketing email: Welcome Back, and a follow up email: Make the most of Priority Plus.

Apart from the weekly report, The Telemarketing Company sent two daily extracts through in the morning and at the end of the day, not only detailing any reactivated accounts but also any changes in address, payment details and contact information. This enabled Addison Lee to have the most up to date information and to engage immediately with the reactivated customers.

Call recordings were sent through on a regular basis for review; not just for successful calls but also calls for prospects who were not interested in the offer, giving the reasons ‘why’, and those who had experienced previous customer service issues. Regular updates and side by side call listening took place at the Brighton site as part of the structured ongoing feedback process aimed at optimising campaign performance.

Results

An initial 490 hours were scheduled over 4 weeks. In this time Addison Lee was sufficiently impressed to extend the campaign for a further 6 months and a total of 3320 hours was delivered. Over this period 3437 accounts were reactivated and a number of follow ups scheduled for Addison Lee’s customer service team. In addition to the accounts reactivated, a cleansed and profiled database - with new and updated contacts, emails and job titles - was delivered to the client resulting from over 8000 live decision maker conversations.

"I was impressed with TTMC’s approach and execution of the campaign. The follow up and reporting to measure campaign performance was well structured and timely. We’re pleased with the overall results of the campaign and the service we received from all at TTMC. As a result of the campaign, we have more clients to account manage on a proactive basis through our sales and marketing channels to drive organic revenue. We’d have no hesitation in recommending TTMC to any company looking to undertake work with them!"

Sales Manager