CallMap case study
the issues
The company’s existing application was comparatively old and was run stand-alone on each workstation, allowing any prospect company to be
recorded and called by several different representatives. This also prevented any possibility of centralised management or statistical
analysis/performance reporting.
A secondary problem encountered was the unreliability of the existing application, which often
aborted mid-call.
The existing software did not lend itself easily to the tracking of prospects, so caused the representatives
to resort to employ inefficient (and unmanaged) written lists. This resulted in many calls either being followed up late, or even not being
followed up at all.
It was the individual representative’s responsibility to send out applications by post and email, which proved
to be both time-consuming and resulted in the correspondence not conforming to any standard.
the solution
The CallMap CRM Suite was chosen as it provides a centralised repository for the data whilst allowing the representatives to retain ‘ownership’
of prospects. It also provided a robust and reliable platform, which the agents found easy to use.
The data from the existing applications
was extracted and de-duplicated, using built-in data cleansing capabilities, during the upload into the CallMap repository - and the relevant
representatives’ ‘ownership’ assigned. This removed the opportunity of more than one representative contacting an individual company ... this
situation had happened frequently in the past, and reflected badly on the Company.
The CallMap scripting engine was employed to create
a call flow for each process ... as a prospect progressed from the sending an application form, through credit control, to courtesy calls after an
account was created. The CallMap 'Call-Back' notification function featured greatly here – on the completion of a call-flow, the next appropriate
call-flow in the sequence, and the date and time to present a call-back notification to the representative, was set.
Geographic Mapping
of fuel stations was provided via CallMap’s in-built interface to Microsoft Mappoint. The prospect’s address would be placed on a map displaying
participating fuel sites in a 10 mile radius, allowing the representatives to promote the most appropriate fuel cards.
Standardised email
and letter templates were created to be merged with the pertinent prospect data in scheduled workflow jobs. The emails were automatically
sent to the relevant addresses supplied during the call flow, and the mail-merged letter documents automatically emailed to an administrator
for printing and collation with enclosures.
The result was that there were no longer any ownership problems, or duplicated data.
All correspondence now conformed to a corporate standard, and the representatives could now make more calls as they did not have to generate
correspondence, or research the appropriate fuel cards prior to the calls. Calls to potential customers were no longer forgotten as these were
now automatically presented to the representatives at the arranged time. Full statistical information was now available as the outcome from each
call flow was automatically recorded, depending on the route taken. Call volumes and call quality was increased, resulting in higher revenues
for the business.