Background:
ATM initiated a Proof of Concept (POC) in September 2023 aimed at optimising inbound activity. During a three-month trial period, customers over 50 were offered the opportunity to book an appointment alongside their visit.
Implementation:
- 10 advisors were selected to participate, with 44% of customers meeting the criteria.
- ATM developed compliance documents, scripts, and training materials.
- Two appointment types were available, facilitated through website.
Focus on Customer Needs:
- Efforts were concentrated on identifying customer needs, building rapport, and enhancing engagement.
- Leveraging customer-centric reputation, the activity aimed to go the extra mile to boost appointments.
Results and Recommendations:
- Daily reporting tracked bookings, call conversion, and impact on ATH.
- Initial KPI set at 5.1% conversion was exceeded, reaching an average of 8.2% by week three.
- Success led to a recommendation for an additional 3(FTE) to sustain the initiative without impacting optician care resources.
Challenges and Opportunities Addressed:
- Initially, appointments were scheduled after original bookings, leading to cancellations. Adjustments allowed for simultaneous booking, enhancing customer service and productivity.
- Inconsistencies in store capabilities prompted script modifications to mitigate booking losses, improving overall efficiency.
The Future
- Discussions are underway to extend this activity, potentially launching a standalone outbound campaign to further capitalise on its success.
