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Case Studies

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A ‘before, during and after’ campaign to maximise return on investment at a trade event

Wellman Associates required business development support in the lead up to, during and after attending a prestigious ‘meet the buyer’ event in late 2014. The objective was to market their executive coaching, facilitation and training offer to the C-suite HR decision makers attending.

Prior to the event, we carried out desk-based research on the prospective clients attending, creating a mini-dossier on each delegate.

Our client service director joined the event as part of the Wellman Associates team to provide back up and collate feedback from each of the meetings in real-time.

At the same time, our support team prepared hand-addressed gift parcels for each delegate to receive the day they returned to work. We tailored the gift messages based on meeting feedback that was phoned in to us.

We are currently following up with phone calls and initial feedback has been very positive, with half a dozen meetings in the diary within the first two weeks of the event. Additionally, we are following up with registered delegates who were unable to attend the event, establishing contact and generating meetings and enquiries.

A Customer Service roadmap for a global technology company

Working across multiple time zones and languages, Servomex staff face huge challenges. The company wanted to understand how the customer service team was meeting those challenges and what help they needed to excel.

We created a series of shopper identities and enquiries and contacted all seven business centres by telephone, email or web-enquiry form. Each mystery shopper had a series of requirements and questions that would allow us to evaluate customer service performance anecdotally and statistically. We measured speed of response, follow up and product knowledge.

Our recommendations are being implemented, including reprogramming the company’s global phone system and a review of the lead management process. We have subsequently been commissioned to provide customer service training globally.

We have delivered a three-day course in the US and a four-day version is scheduled for EMEA and Asia Pacific later in 2014.

“We were delighted with the secret shopping exercise. The attention to detail was impressive, and we found the scoring matrix really useful in giving us anecdotal feedback as well as stats.

We wanted to up our game and The Call Business gave us key insights into the areas where we need to focus and provided workable pragmatic recommendations to move forward.

We’ve used Andi and her team for telemarketing for years and were delighted that their secret shopping project was of the same high standard.”

Colin Jones, Global Marketing Communications Director

Expanding Asia Pacific sales opportunities

With the opening of its Asia Pacific Business Centre in Shanghai, Servomex was keen to develop closer relationships with its existing customers. Historically, the company had sold through a network of distributors and channel partners. In many cases, Servomex had only a company name with no contact name or email address.

The Call Business created a customer service survey and rolled out a telemarketing campaign in seven languages to gather results over two months.

As none of the contacts had been approached by Servomex representatives in the past, our objective was to identify at least 25% of the contacts within the initial time frame.

Our telemarketers had to identify the relevant contact through desk research and telephone enquiries. Once they made contact, our team collected full contact details, carried out the survey, and often fielded a range of questions about Servomex products. For example, many customers were not aware that Servomex offered warranty and recalibration services, so follow up literature was sent out with covering emails in the native language.

The campaign has quadrupled the size of the Asia Pacific mailing list. We were able to engage with over 30% of the audience, all of whom provided full contact details; 23% subscribed to a newsletter; and 10% were interested in purchasing products or services.

Expanding sales opportunities in Brazil for global technology giant Servomex

Servomex opened a new technical centre in São Paulo enabling them to offer a range of preventative maintenance in-country.

We called existing customers as part of an awareness campaign to promote the launch.

We generated opportunities with 13% of those companies including several immediate meetings, one of which led to a service contract valued at nearly $200,000.

Generating hot sales leads from an incomplete customer database

The Servomex Service Division ran a campaign to promote their HealthCheck product early in 2013 with a time-sensitive 25% discount offer. However, they had incomplete data for some of their customers.

The Call Business created a campaign to promote the offer. To collect email addresses, customers were tempted with a discount code that needed to be emailed, giving us additional leverage to collect data.

The campaign targeted English, French, German, Spanish and Portuguese-speaking customers but the literature was in English only. Therefore, we were responsible not only for the calls but creating and sending covering emails in all five languages.

We updated email details for 94% of the customers we called and generated HealthCheck sales enquiries from 40%.

Maximising sales opportunities for a global client

Technology giant Servomex generates thousands of leads each year. The Call Business is retained to contact and qualify those leads to build a sales pipeline and the company wanted to upskill the in-house customer service teams responsible for converting leads.

We devised a three-day course, ‘Building stronger customer relationships through better communication’ for the staff in the US Business Centre. The learning outcome was to provide skills and techniques to increase customer engagement and satisfaction.

The course included benchmarking exercises and the development of a customer service charter as well as a full telephony review. We are delivering tailored versions of this course in Servomex’s two multi-lingual business centres in The Netherlands and China.

“The course was really collaborative and inclusive and the team found it really useful and effective. ” Martin Cox, General Manager, Servomex Americas Business Centre.

Opening doors and building rapport for confectionery retailer Chewbz


Opening doors and building rapport for confectionery retailer Chewbz meant an immediate boost in orders and a new pool of contacts to engage with in the future.

Chewbz was ready to develop its corporate sales from the bottom up, having built a successful retail customer base. First we identified the groups that would be interested in hearing from the online confectionery retailer.

HR and marketing managers often have a short-term need for promotional items to support campaigns. Our aim was to generate immediate orders by introducing Chewbz’ range of products over the phone, followed up with personalised emails containing more information.

Meanwhile, specialist event and reward agencies are potential repeat customers. Along with orders, we wanted to arrange meetings so a more personal relationship could be established. These contacts received a Chewbz goody bag before receiving a phone call, so they could experience the range of retro sweets for themselves.

Over a six-month period we exceeded the project KPIs by 25%, generated £75,000 of immediate orders and created a cloud-based database of qualified prospects to build on for future marketing campaigns.

“Andi and her team did a great job of opening doors for us and building rapport with prospects. Their tenacity was notable and the work they did laid the foundation for some extremely profitable long term relationships with some great future clients such as Viking and B&Q.”

Emily Denyer

Consumer Marketing Director (formerly responsible for trade marketing)




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