news and opinion
Voice specialist GasboxDMG is launching Nurture, a structured communication programme that harnesses key event triggers to measure customer satisfaction, generate usable insight, and deliver relevant and timely cross-sale opportunities via the telephone. By capitalising on specific examples of customer activity, Nurture enables brands to identify customer interests and intent and deliver relevant products and offers, resulting in short term income and long term retention.
Nurture takes an event such as a customer joining or taking a new product/service, or a key customer trigger like an anniversary of purchase, date of renewal (for insurance for example), home move, marriage anniversary or retirement date, and encourages the customer to feedback their satisfaction with the service they have received, and enter into a dialogue about their attitudes to associated services and products. This process unlocks valuable insight on the customer which in turn can direct the most appropriate product and service offers to be cross and up-sold.
Through Nurture, GasboxDMG helps clients establish a need in their customer's minds and links this need to an instance of satisfaction already experienced. The client can then position product or service offers perfectly to meet these needs, and ultimately close the sale through intelligent, relevant and timely contact over the phone; making the new approach more likely to be viewed as a legitimate advance, instead of an unwelcome one.
Nurture begins as a test and learn exercise, so the process and approach can be clearly defined and optimised before being implemented on a larger scale, either by GasboxDMG, or within the user's own call centre. As well as drastically enhancing the success of cross and up-selling, Nurture will positively impact on customer retention rates and stimulate customer advocacy.
Nurture is already being used by a financial services brand, serving new customers with a satisfaction survey as part of an on-boarding process designed and managed by GasboxDMG. The satisfaction survey solicits a completion rate in excess of 90% through a combination of postal and online responses and follow-up calls, and has resulted in a 50% rise in generated leads. In this case, leads equate to customer appointments made with the brand's branch network, which are converted into new account openings.
Chris Hancock, Managing Director at GasboxDMG commented:
"Cross and up-selling can be greatly enhanced using insight generated directly from the customer immediately following a specific event, and further motivating their purchase using identifiable instances of satisfaction can be a hugely powerful tool. Nurture offers huge potential, not just in generating immediate sales, but in invigorating relationships with customers and cementing their loyalty and value for years to come."
