Infosearch- Lead Management of a Call Centre in one of the Leading Building Material Suppliers in India.
Client Overview
"The client is one of the top-tier building materials suppliers in India with a large network of distributors among contractors, dealers, builders, and individual buyers. As the client had more and more inbound and outbound lead volume through marketing campaigns, dealer requests, and online channels, the client needed a systematic lead management solution using a call centre to convert better and engage more customers."
Business Challenge
The client struggled with the reason of managing and converting leads effectively in several ways:
- Large number of leads due to numerous channels (digital, dealer referrals, campaigns)
- Inadequate centralized tracking and prioritization of lead.
- Response time to potential customers, which results in drop-offs.
- Ineffective lead routing to the appropriate dealers or sales teams.
- Poor transparency of lead position, conversion rates and channel performance.
The client required a scalable call centre provider that understood the role of augmenting and converting leads and channelizing them to solve these difficulties.
Infosearch Solution
Infosearch offered the lead management services in a call centre end-to-end, which was a continuation of the sales and marketing processes of the client. The three areas were considered in the solution:
Lead Augmentation
- Aggressive calling in order to verify and develop incoming leads.
- Recording more information about customers, including the type of project, location, amount needed, and schedules.
- Qualification on predetermined standards.
Lead Conversion
- Interacting with the prospects using scripture-based call programs and consultative dialogues.
- Response to product questions and referral to appropriate solutions to customers.
- To increase the likelihood of conversion, follow up on warm leads.
- Making dealer or sales force follow-ups.
Lead Channelization
Routing finds qualified leads to respective distribution partners, regional sales teams or dealers.
- Providing on-time handoff, depending on geography, product line, and project demands.
- Removing lead status and outcomes in the CRM system of the client.
Lead Channelization
Infosearch embraced a performance-based call centre model:
- Process Understanding - Agreement on the definition of the leads, qualification criteria, and conversion goals with the client.
- Dedicated Calling Team’s Service - Trained and knowledgeable product and industry agents, building materials.
- Standardized Call Framework – Script, objection-handling rules and escalation channels.
- CRM Integration -Real-time lead updates, tracking and reporting.
- Quality Monitoring - We can monitor performance through call audits, performance metrics, and continuous coaching.
Outcomes and Results
The interaction had good business results:
- Faster response time to leads and customer interactions.
- More accurate qualification of the lead.
- Notably, higher lead-to-conversion rates.
- Effective supply of leads to dealers and sales groups.
- Improved lead performance channel visibility.
Business Impact
When the client contracted Infosearch to lead management, the client maximized its sales channel and made sure that every lead was managed professionally and on time. The call centre team served as a means to fill the gap that existed between marketing and on-ground sales implementation, leading to enhanced realisation of revenues and satisfaction of dealers.
Conclusion
This case study illustrates the ability of Infosearch to provide the building materials industry with lead management solutions that involve the use of the call centre. With the help of lead augmentation, conversion, and channelization, Infosearch helped the client to maximize the value of its leads and reinforce its presence in the market in India.
