Suddenlink, which supports the information, communication and entertainment demands of approximately 1.3 million customer households, was looking for a cost-effective, reliable way to increase sales without increasing direct marketing expense.
The company chose Pluris’ Offer Management solution as it required no incremental investment in technology or management resources and could also be extended across online marketing channels.
“We needed a tool that would improve top-line sales because our marketplace is getting more competitive every day,” explained Scott Terrill, vice president of sales channels at Suddenlink Communications.
“Pluris’ solution helps us personalize the presentation of offers in a more engaging and service-oriented manner. In other words, this solution allows our reps to improve the sales process so that it is more relevant to the consumer, making it a win-win for everyone.”
Within two months, Suddenlink was live across five regional care centers, achieving a considerable increase in sales – approximately 13,000 more orders per year from call-center sales alone.
During focus groups, call center representatives said the Pluris solution not only made their jobs easier but also increased customer satisfaction, given the ease and speed at which relevant offers could be made.
According to Terrill, “We believe the return on investment will be greater than traditional marketing programs and will have a positive spillover effect on loyalty and retention rates as well.”
Underpinning the Offer Management solution is Pluris’ Marketing Optimization and Recommendation Engine (MORE), which applies sophisticated analytics, econometric models, and optimization algorithms to pinpoint the most appropriate offer and associated messaging for each customer, in addition to the appropriate products or bundles for that consumer.
“Our Offer Management solution enables companies to go beyond traditional campaign targeting practices and actually personalize what is offered across all elements of the offer mix, right down to the exact message points that should be used for one customer versus another,” explained Michael Caccavale, CEO of Pluris.
“With Suddenlink, we are able to manage very large offer sets in a simple, yet powerful, way. It’s no surprise that over three quarters of their agents were able to increase their order rate by 50 percent.”
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