Retention Efforts in Consumer Finance: Telemarketing
Leverage your telemarketing channel to recapture customers who show in-market shopping behavior and may be likely to ‘Pay in Full’ as a result.
Focus closely on engagement metrics related to dials such as contact rate, consumer interest, transfers, and applications.
If possible, prioritize and dial any consumers who show ‘high’ or ‘low’ in-market activity for the Mortgage-General, Mortgage-Purchase or Mortgage-Refinance Journeys as these indicators mean your customer is actively shopping on comparison mortgage websites. This will result in a well-timed account check-in call relaying the services you offer.
|Group 1:||Consumers with Activity (‘Seen’)|
|Group 2:||Consumers with No Activity (‘Not Seen’)|
|Treatment:||Run an initial campaign against a control group of ‘not seen’
consumers to establish your own benchmarks
|Measurement:||Lift in contact rate, consumer interest,
transfer rate, and application rate between Groups 1 & 2