Consumer Preference Program: Surveys

Document for the Call Centre Partner: Introduction to the Project

Overview

Contrary to typical lead generation Teleprospects presents lifestyle consumers surveys.TeleProspects have entered into partnership with Europe’s one of the largest lifestyle datagroup.

We have created this program as a survey and focusing only on the lifestyle preferences andcollection of information. We will only ask the consumers lifestyle information such as maritalstatus, type of house, spending habits, interests and hobbies, holiday preferences, consideringimprovements to homes, Mortgage provider, Rate of Interest, etc. Moreover on the back ofsurvey we will ask very specific sponsored questions that is revenue exercise for the data group. This unique approach provides us with an opportunity to create leads and expression ofinterests. The prime advantage of this approach are :

• The consumers are friendly on the phone as there is no selling• Being a survey consumers are not averse to talking and providing lifestyle preferences

information and financial preferences• Customer comfort: No payment information is ever asked• The calls are only few minutes and costumers are not bored and irritated.• There is an incentive in form of prize draw for the customer

The concept and key to success

The data group had various companies as their customers in each segment/sectors and manycompanies have sponsored questions in various sectors. The companies are keen to collect allinterested and positive information collected through surveys to promote their products. Basedon the conversion levels on the data provided by us collected from the surveys conducted by the call centres on their behalf, the sponsored companies would continue to sponsor or buy thedata/information however it is imperative that the information collected is true and hasexpected percentage of positive responses.

It is important to focus on the Expected Response Rates (ERR) which are specific to every data capture. This can be achieved by focusing more on Positive Responses as it is important to theProcess. This is all part of training and approach to the respondent.

Project Overview

Type of Campaign Outbound telephone calls, Business to Consumer

Geography UK wide

Data/List Size 7 million consumer records

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Completed call length

6 - 7 minutes (approx)

Average Refusal Length10 seconds

Completed Calls Per Hour50 completes

No of SeatsTele Prospects will pilot the process with 25 seats / agents over a 1 month period with anopportunity for gradual but sustained ramp-up to a critical mass of 70 to 90 seats over the medium term (4-5months). We expect to call 5 million consumers in a year.

Definition Of A Complete CallA completed call is defined as a call in which ALL of the survey questions are presented to thecustomer. The call does not require that the customer answer all questions, however it should have 75% of fill rate. It is important to ensure that Expected Response Rates are met at all times.

However incomplete calls will be accepted as per commercial document.

Right Party ContactAs defined in the scripting.

Calling HoursMonday to Friday - 11:00 am – 07:00 pm/ UK timeSaturday - 10:00 am – 4:00 pm/ UK time

Profile of agents: Key FactorThe following attributes are required:

• Dedication• Fluent English• Clarity in speech and neutral accent • Knowledge of British Culture• Experience in calling on UK processes.

Training

We feel quality of agents and training is key to the process. We would expect call centres to train the agents on soft skills and UK culture.This is a must.

Service DeliveryThe service delivery will be the sole responsibility of the centre.

Process HeadThe call centre is to provide a dedicated process head / manager for the entire life of theprocess.

Process MigrationThe process will be jointly migrated by Tele Prospects and the call centre from the Tele Prospect.

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Call QuestionsThere will be approx 25-30 main questions and further sub questions in various sectors:

Scripting: Very ImportantTele Prospects will provide the final script. Any changes to the calling script will require priorwritten approval from Tele Prospects. A sample script below can be found at the end of thisdocument.

The script is in from of questions and drop down responses bands of expected ans.The script is divided onto various sectors and some may be added and sleeted often based oncustomer’s requirement.

The script is logic driven and has to be loaded on the CRM system. The script has to follow thelogic for example:

Ques: Do you have a computer at home Ans.

NoYes Logic: If yes go to Broadband question

Logic: If No go to Do you Need new computer question

Standards

Don’t Know Logic: Go to next question

All calls are to be made in accordance with UK Data Protection laws and regulations. The Direct Marketing Association Guidelines are to be followed as well as industry self-regulatory responsibilities.Refer Direct Marketing Association Website www.dma.org.uk

ComplianceIn order to avoid the possibility of mis-selling and/or misrepresentation, the Agent must complywith any instructions given by Tele Prospects concerning the selection, badging and behaviourof sales agents during outbound telemarketing and the appropriate sections from the following codes of practice and legislation relevant to the sales and marketing oftelephony products.

1. The Unfair Terms in Consumer Contracts Regulations 1999 SI 1999 No 20832. The Consumer Protection (Cancellation of Contracts Concluded away from BusinessPremises) Regulations 1987 SI 1987 No 2117 3. The Consumer Protection (Distance Selling) Regulations 2000 SI 2000 No 2334 4. Telecommunications (Open Network Provision)(Voice Telephony) Regulations 1998SI 1998 No. 15805. Misleading Advertising Regulations6. Consumer Protection Act 1987 (Part III)

ReportsAll reports are to be submitted as per the desired formats. Some of the Reports will be:

• Daily • Weekly• Monthly

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Few Key Reports will include:

• End of the day productivity• Dialler dispositions • Completed and uncompleted calls• Data capture reports• Dialler generated productivity reports

Quality AssuranceAgents must be monitored on a consistent, scheduled basis. A percentage of records will berecalled for verification and accuracy purposes. Tele Prospects must also be able to live monitoragent calls from UK as well as request recorded WAV file of agents.

Each call must be recorded and the call centre is to provide every WAV file to Tele Prospects ona twice a week basis. These WAV files will be heard in the UK as part of quality control.

A separate weekly report from quality dept to be provided.

Calling systemAll telephone calls are to be conducted using predictive dialler equipment.

Call Disposition Codes

These are to be provided to and defined by Tele Prospects.

Data Delivery / FormatData will be delivered electronically to Tele Prospects on a daily basis.

Process Expectation and service levelsThe following is expected to be achieved after four weeks of calling: Contacts = 50 / hourCompleted surveys per hour during pilot - 3 Completed surveys per hour during pilot - 4

We expect most of the calls to be complete, however partially complete calls can be accepted on a lower cost basis.

Pilot Test This will go ahead once Tele Prospects and the centre have agreed in writing the terms of theConsumer Preference Process project.

Instruction to ProceedOn acceptance of this document centre can proceed, and start training a sufficient requirednumber of agents including process manager, quality team, and others.

AgreementWe will sign a 12-month contract.

CommunicationCommunication is the key to success and the Centre must therefore make staff available at alllevels to ensure the success of the campaign(s).

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Contact Information A campaign head is to be nominated by the call centre and is to be available to contact at alltimes. Full contact details are to be supplied to Tele Prospects for this person and also of otherkey senior personnel in the organization, including:

• Senior Management• Process Manager• Team Leader

Telephone number - landline (Day time and night) Telephone number - mobileFax number Email address

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