Affinity Membership Organization Case Study

History
The world's largest lifestyle affinity membership organization, which handles magazine and book continuity subscriptions began their search for an outsourcing call center organization seeking improved customer satisfaction service level ratings and improved customer retention. In addition to placing the subscription orders, this organization focuses on customer retention, customer care and billing inquiries as well.

Company Goal for Outsourcing

• Provide inbound customer service including:
• Placing new subscription orders
• Maintain magazine and book continuity subscriptions
• Customer retention
• Customer care
• Billing
• Improved customer satisfaction service level ratings
• Product troubleshooting.  Outbound customer service follow-up calls.
• Keep returns to a minimum.
• Reduce cost.
• Keep Quality at 95% or better.
• Reduce talk time.

Key to Success
Based upon our exceptional customer service, The Connection successfully exceeded our client’s objectives by increasing retention rates 25% over the client’s previous in-house rates.

Tasks to Accomplish Success

• Developed customized onsite training and advanced quality assurance monitoring for “save” agents and line managers.
• Identified the existing call center reps that were consistently delivering the highest numbers.
• Developed a best practices model based on behaviors that were observed in our top “save” agents.
• Developed a complementary client specific customer service approach with plenty of supporting training materials and top performing agent incentive programs. 
• CSRs received an intensive product, system, customer service, customer retention and sales training to have full knowledge of the client and products they offer.  As part of the two week training we do extensive role playing of certain scenarios to aid in providing exceptional service while also creating opportunities for retention, up selling and cross selling.
• CSRs are dedicated with shared agents used to handle overflow peak calls volume.
• CSRs process credit card sales in real-time.
• Client CRM system is accessed and is designed to offer callers package deals that provide the caller with discounts and the client with larger sales per call.
• When a customer calls to cancel, our CSR’s obtain detailed information regarding why and provide incentives to retain the caller to keep their books and subscriptions.
• On-line information in “pop-up” or help screens through CTI allow operators to easily view fact finding questions
• We have the ability to provide extensive offers and promotions to save customers
• CSRs Maintain ownership of the customer until retention issues for the customer are brought to a closure based on our client’s policies and procedures.
• Reporting includes call counts by half hour break out, order information, customer information, customized media sourcing, and CSR specific conversion reporting to achieve client sales goals.

Summary
Our exceptional customer service provided a one stop experience for this large affinity membership organization. The Connection successfully exceeded our client’s objectives by increasing retention rates 25% over the client’s previous in-house rates which resulted in a positive relationship long term.

Customer Service and Retention

The Connection works with a major telecommunications DSL provider client.  The Connection uses a variety of techniques to “save” a customer, who arrives through an inbound call to keep the provider’s DSL service with the customer.  Aspects of the program include:

System Features:
		Answering customer-initiated inbound calls concerning the termination or disconnection of the major DSL provider’s services.
		Resolving pricing questions, billing discrepancies and other customer initiated concerns that would cause a customer to disconnect service.
		Maximizing retention of customers calling to disconnect service.
		Offering customer incentives approved by our client to retain customers.
		Redirect any calls that require support pertaining to other products or services of our client.
		Representing our DSL client by providing the highest level of customer service to all existing and potential subscribers.
		Increased client retention rates by 25% above our clients in house operations.

		Maintain ownership of the customer until retention issues for the customer are brought to a closure based on our client's policies and procedures.
		Successfully implement quality or call improvement coaches who work along with team supervisors, senior team supervisors, and product/program specialties.
		Work closely with client marketing department and project management team to deliver positive results.
		Participate in the periodic status/update calls.  The calls are scheduled at our client’s discretion.