An Asian White Cement Manufacturing Giant Achieves Sales Excellence of 75% Lead Conversion Rate

Client Overview - White Portland Cement Manufacturing Giant

Our client is the 7th largest white Portland cement manufacturer globally, with an Indian market share of 31% valued at US$ 41 B. The client’s brand is known for durable and aesthetic white cement-based products. Customers across the Asia-Pacific regions use their products extensively for exterior and interior wall finishes, mosaic tiles, and decorative cement paints. Their products offer a combination of aesthetic appeal, durability, and water resistance, making them a popular global choice for a wide range of decorative and construction applications.

The Challenge – Suboptimal Management of Customer Inquiries and Lead Generation

Intense competition in the global cement industry, driven by rapid infrastructure development and housing demand, led to challenges for our client in lead generation and customer service. The client struggled to engage potential buyers across multiple channels, nurture them, and drive conversion. Inadequate internal workforce efficiency resulted in:

• Customer Discontent: Lengthy response times and excessive abandonment rates lowered customer satisfaction and loyalty.
• Missed Opportunities: Inadequate follow-ups on leads reduced conversion, resulting in lost sales and revenue opportunities.
• Operational Inefficiencies: Ineffective resource utilization and unanswered queries lowered customer satisfaction and increased operational costs.
• Brand Devaluation: Poor promotion of club reward points lowered transaction volumes, increased negative ratings, and damaged brand reputation.

Client Requirements – The Need to Refine Customer Experience and Boost Conversions

Increasing customer queries and the need for specialized skills compelled them to engage a powerful combination of Outsource2india’s professional services, which included lead generation and customer support. They wanted our team to pursue stockists and retailers, address queries from toll-free numbers and social media channels, promote club reward points to drive sales, and conduct customer satisfaction surveys.

The client wanted our team to:

• Manage Customer Queries: Allocate experienced professionals to manage queries across phone, email, and social media.
• Generate Leads and Make Cold Calls: Proficient agents were assigned to generate leads and follow up with potential customers.
• Conduct NPS Surveys: Assign resources to conduct customer loyalty and satisfaction surveys and analyze feedback.
• Initiate Product-based Training: Begin product and service training and microlearning strategies, while preparing agents for complex interactions.

Our Solution to Customer Acquisition and Retention

We designed marketing automation campaigns to qualify and nurture potential customers. This was followed by measures to promptly address customer queries, improve user experience, and build lasting relationships. Our initiatives to achieve this included:

• Agent Training: Focused on product knowledge, problem-solving, compliance, communication, and reward programs to enhance their capabilities.
• Skilled Resources: Experienced professionals were deployed to handle inbound and outbound calls, ensuring high-quality service.
• Multi-channel Support: Targeting phone, email, and social media platforms, followed by regular NPS surveys to enhance customer satisfaction.
• CRM Development: We collaborated with the client’s in-house team to create CRM tools and integrate them with call solutions for efficient lead and ticket management.
• Comprehensive Learning: Our microlearning modules, scenario-based training, and continuous feedback improved agent performance.
• Certified Operation Managers: Six Sigma-certified resources worked on the project, and the processes adhered to ISO 27001 standards for security and compliance.

Technical Capabilities and Security Measures

Our technical capabilities in using sophisticated software and security measures enabled us to increase efficiency and security in managing customer interactions. These included:

• Custom CRM Systems: Developed by our team, these systems efficiently manage customer interactions and feedback integration.
• Dialer Integration: The VICI Dial system was used to integrate with the CRM to handle and manage calls more efficiently.
• Data Protection: Compliance with data regulations, including FCC, Ofcom, and TRAI, to safeguard confidential customer information.
• Security Measures: Implemented data encryption and strict access controls to safeguard customer data from unauthorized access.

Project Outcome and Value Additions

Outsource2india’s team revamped the client’s customer service and lead generation processes. This step streamlined operations, increased sales, and enhanced customer satisfaction.

• Massive Retailer Outreach: Our agents connected with an average of 9000 unique retailers per month, consistently.
• 75% Lead Conversion: Lead nurturing and sales support helped the client convert 3000 leads per month, resulting in an average of a 75% lead conversion ratio.
• Elevated Customer Experience: Faster response times and personalized services significantly increased customer satisfaction scores.
• Successful Reward Programs: Effective communication and strategic promotions increased transactions driven by reward points.
• Operational Excellence: Outsourcing to us enabled the client to improve their customer support function and reduce operational costs.

75% Boost in Lead Conversion Through Strategic Customer Service Solutions

Our custom support is designed to improve the lead follow-up and customer service operations of global clients by implementing targeted outbound calling, toll-free answering, and customer support services. Implementing a curated combination of these services enabled an Asian cement manufacturing giant to achieve a 75% boost in lead conversion. Our team of skilled and experienced agents uses strategic initiatives to enhance service delivery and increase overall sales while decreasing operational expenditures. Extensive training sessions and practices, such as Lean Six Sigma, improve service quality and ensure ongoing improvement.

Discover how our customer engagement strategies can propel growth within your organization.