Vodafone Australia provides mobile voice, text and data services to more than 5.7 million customers Australia wide. With a network that covers more than 22 million Australians, and new services being launch in 2017, it was the ideal time for Vodafone to form a partnership and re-engage with previous clients.
Focusing on previous corporate clients, Vodafone approached FMG wanting to reconnect with the decision makers within these organisations through relationship building telephone calls. The quality of the conversation and the information gathered on the call was of key importance with Vodafone focusing on positive reinforcement of their brand with these previous clients. Calls were therefore designed with the following in mind
- A focus on rebuilding the relationship, though honest conversation including obtaining feedback on the previous experience with Vodafone.
- Delivering information about new services, infrastructure improvements and updates.
- Confirming and updating the details Vodafone had on file for the account as well as gaining opt-in for future email communication
- Where there is interest, booking an appointment for a Vodafone sales team member to reengage with the prospect around potentially becoming a customer again.
In a partnership spanning 3 months and over 2,800 hours of calls, FMG agents spoke with over 7,000 decision makers. Over 350 appointments were made for Vodafone sales representatives to speak with high value prospects (with a current need), wanting to find out more about the current offerings and services.
In addition another 2,000 wanted to remain in touch with Vodafone and have someone contact them at some point in time – perhaps when their current contract was due to expire – a valuable future sales pipeline.
Thousands of records were also updated with current contact details as well as being opted in to future email communications, further building a future sales funnel.
As with all campaigns FMG had an open door policy enabling Vodafone management to visit our office, speak with and further train our agents and listen to calls. All allowing the campaign to be tweaked and improved along the way ensuring the best outcome for both parties.
Due to the success of the re-activation campaign, Vodafone continued to work with FMG on a new customer acquisition campaign