The Challenge
A Time Warner Cable division utilized MainTrax to measure the effectiveness of a segmented direct mail campaign. To do so, MainTrax assigned specific toll-free numbers to each tactic and routed those numbers to the call center. Because MainTrax transparently intercepts call data, call response analysis can provide additional information that otherwise would go undetected. In this instance, MainTrax data revealed that out of the 4,000 calls generated by Time Warner's marketing initiative, 1,544 calls did not get through the first time. In fact, hundreds of callers reached a busy signal in a single day and as many as 225 callers never got through. (Figs. 1 and 2). If this trend continued, Time Warner risked alienating thousands of potential and current customers.
The MainTrax Solution
Fortunately for Time Warner, MainTrax processes can be used to separate marketing-driven calls from business-as-usual calls. By comparing the segmented mailers' call response data with other communications activity during that time period, Time Warner discovered its call center was being overwhelmed by customer inquiries concerning a recent rate increase. Because MainTrax captures data before a call reaches the call center, Time Warner had access to vital data from those "lost" marketing-driven calls—including potential customers' phone numbers, names and addresses (Figs. 3 and 4).
Results
By using MainTrax, Time Warner Cable was able to identify and correct inefficiencies in its call center operations and perform follow-up "remarketing" to potential customers whose calls weren't completed—resulting in future revenue increases.
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