Developing a missed call notification system to increase sales at a global manufacturer

Client context

Our client designs, manufactures and distributes materials that are used for the construction and renovation of residential, commercial, infrastructure and civil engineering projects.

The business employs over 180,000 people worldwide and owns a set of well-known b2b brands that serve 65 markets around the world.

The distribution arm of the business determined that there were too many missed calls, resulting in missed opportunities to capture vital sales. It needed a system and process that could quickly alert sales teams to the calls being missed.

The company’s technology made an automated system difficult to implement. It was not appropriate for the dispersed and complex estate and did not easily facilitate centralised control.

The business recognised that there were sales opportunities to be gained if it could act on missed calls, but needed support developing a bespoke workplace analytics system that worked with their existing technology.

Sector Manufacturing

Employees 180,000

Sites 1,300

Location Global

UK endpoints 18,000

Workplace analytics

  • Call volume
  • Call traffic
  • Resource planning
  • Bespoke missed call alerts

Client goals

Customer experience analysis for telephone sales and services teams has traditionally focused on call pick up times, length of call and how long it is possible to leave a customer on hold, using various techniques to sustain their motivation.

Our client wanted to use missed call data to relay sales opportunities to teams in real time and ensure a call back took place within a specified timescale.

Research revealed that after making a first call to place an order, customers usually do not try another vendor until over an hour later. Therefore, if a call back took place within an hour, the sale could be completed.

Our client wanted the call back to happen within seven minutes to significantly increase the chances of completing a sale. This required real- time data capture and a fast relay mechanism, to provide sales teams with the missed call telephone numbers.

A trial was agreed to establish whether the system could work, before rolling out the solution to the full UK branch network.

Tiger response

We worked with our client to adapt our Tiger Prism analytics software to the company’s specific missed call requirement, while also enabling standardised Tiger Prism features that would give them supporting call information.

During the trial, we developed a system that enabled missed call telephone numbers to be relayed immediately to plasma screens in sales environments. The numbers were picked up by sales team members and customers received a call back within minutes of their missed call.

To make sure these response times were feasible, we used Tiger Prism to provide our client with their call volume and pattern data. This enabled them to define demand, allocate the right resources and set up the network infrastructure to ensure customers never received a “line busy” tone.

Business impact

A successful trial proved that sales could increase by an average of 15% if all missed call customers were called back within seven minutes of their missed or abandoned call.

Call-back success stories shared during the trial included completed orders ranging from £500 to £1,100 – income that could have been lost if the call back had not happened.

Tiger Prism was rolled out to the whole UK branch network with careful tailoring to support and promote shared process improvements across a varied legacy configuration.

Every branch location now has a dedicated plasma screen displaying the Tiger Prism missed call dashboard.