Overview

Retention Efforts in Consumer Finance: Telemarketing

Goal

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.

Strategy

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.

Initial Test
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
Play 01

Dial Low & High Signal Consumers

#consumer-finance #retention #telemarketing

Play 02

Prioritize In-Market & In the Money

#consumer-finance #retention #telemarketing

Play 03

Dial Email Engagers

#consumer-finance #retention #telemarketing