About
“Fidelidade Inbound” introduced the concept of personalized cross-selling offers to individual customers that contact Fidelidade channels allowing quick “yes or no” offers to customers at the end of their visits/calls.
Innovation presentation
“Fidelidade Inbound” introduced the concept of personalized cross-selling offers to individual customers that contact Fidelidade channels (agencies, contact centre or agents), allowing quick “yes or no” offers to customers at the end of their visits/calls.
With the clear objective of generating new sales using existing “assets” (customer visits, existing resources and IT platforms), “Fidelidade Inbound” was implemented as a simple, but scalable, mechanism in two phases:
• Phase I: between March 2012 and December 2012, with the launch of an automated system that advised sales personnel, in the context of each visit/call, which offer should be made to the customer, the main sales arguments to be used and the reasoning behind such offer.
The system automatically orchestrates offers across channels (agencies, contact centre and agents), and monitors the success rate across the sales funnel, up to effective sales.
• Phase II: With the sales experience gathered, and their respective results, our marketing team started to optimize targeting through predictive models, which led to significant increase in sales efficiency rates.
The Phase I was implemented in 6 weeks (including IT development and front-desk personnel training), using existing resources and platforms, with almost no additional investment.
Besides the Marketing Department, development involved cross-functional teams of IT and Commercial areas, as well as specialized external consultants. Our in-house team is assuring continuing operation and performing test-evaluate-learn upgrade cycles.
“Fidelidade Inbound” generated more than one hundred thousand individual offers per year and achieved >10% success rate. Fidelidade has over 2 million customers.
Uniqueness of the project
“Fidelidade Inbound” represents a unique approach to cross-selling effort, in the sense that:
• It takes advantage of existing interactions with no opportunity cost, as it takes place in the end of customer´s visit (~70% of interactions eligible for offer);
• It is seamlessly available and applied across direct channels and 3rd party channels (sales agents platform): the offer is made available to all channels, and the first to make it “blocks” it from other channels, thus protecting customer from duplicate offers;
• It is based on a catalogue of previously approved value proposals, selected for each customer using all available information and applying advanced analytical models;
The implementation process was disruptive, using a pragmatic “quickly build, test in real environment and scale if successful” approach, allowing to dramatically shorten time to market and achieve zero implementation costs: the program was launched using only existing/internal resources, platforms and existing products.
