A national direct mail provider needed a way to help their client gather real-time analytics on the performance of direct mailings. Their client, a large regional home mortgage provider, relied on numerous direct mail campaigns to drive sales and generate leads. Very often, the campaigns would be rapidly deployed, depending on the movement of mortgage rates and other market conditions.
Call Tracking, IVR & Direct Mail
We developed a direct response system that used unique phone numbers for each direct mail campaign. Next, we created an integration between our IVR, the campaign database, and the mortgage provider’s call center. We also identified issues with different data formats from third-party vendors. We built a process to reformat the data to conform to their system.
The Exact Solution
The resulting process was the exact solution needed. When a caller responds to a mailer, we know the creative, offer, and the target audience. With this information, we direct the call to the specific mortgage agent necessary for the offer and region of the caller. Then we log the results and provide the analytics to the customer for analysis and presentation to the mortgage company.
New Decision Layer
The results of the program exceed their expectations for their customer. They have a new and real-time layer of performance data that didn’t previously exist. That data drives business-critical decisions on extending current campaigns, launching new ones, revising running ones, or stopping underperforming campaigns. And the efficiency of automatically routing a caller directly to the right agent has dramatically improved their call center performance.
As we continue to work with the customer, we’re finding new efficiencies in managing their data and improving the core analytics.
Takeaway
We’re the hyper-responsive partner this customer needed for their business with the mortgage company. Providing their customer with a new layer of critical business intelligence that previously never existed.