Excel Telecom: what was the starting point?
Excel Telecom faced high customer acquisition costs and an inefficient sales process. Prospects interested in telecom packages were abandoning the online quote process, resulting in a massive loss of qualified potential customers.
In telecommunications, the online quote request is often the only point of contact before a customer picks one provider over another. For Excel Telecom, that digital step is what turns interest into an active customer.
What did we find?
The observations below describe the issues found at the start of the work.
Abandoned online quote requests
Prospects interested in telecom packages were abandoning the online quote request before completing it. Each abandoned request was a qualified lead lost, which drove up the cost of acquiring a customer.
No structured follow-up
Prospects who dropped off were not being followed up with through any structured process. Without a way to re-engage them, Excel Telecom lost interest it had already generated, even though the sales effort for each request had already been spent.
Friction in quote requests
The quote request process carried enough friction to contribute to the drop-off. Simplifying that step removed an obstacle at the exact point where prospects were leaving.
Follow-up through a single channel
Follow-up with prospects, where it existed, ran through a single channel. A single-channel follow-up limited how many abandoned prospects Excel Telecom could reach and bring back into the process.
What work did we do?
The actions below are the work completed for this client.
SIB designed a marketing automation system with intelligent workflows to re-engage prospects who had abandoned their quote request. Personalized email sequences were set up, combined with a simplified application process and automated multi-channel follow-up.
