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Project name: Credit card promotion (bank)
Realization date: November 2007 Customer: a Bank (Retail Customer Department) Description: The goal of the operation was to promote Credit Cards of a certain Bank. The specificity of the project forced automatic verification of the user via his date of birth (interaction element preceding publicity message). It was also important to take into account servicing the customers that could not talk during the contact or had no possibility to activate the received card. Target group: The base was over 50.000 mobile phones, potential credit card recipients. Beforehand, the users were sent the envelope with the new credit card of the bank. Communication channels: 3Way carried out the campaign via PhoneCall platform designed for mobile communication. The goal of Voice Mailing interactive communication was to establish direct contact of the customer with the bank in order to activate previously sent credit card. 3Way operations were intended to use in the optimal way the consultants available in the given branch of the bank. First phase of communication with the users was performed with no participation of the bank call centre. This is how the verification of the database with telephone numbers was verified as well as that of people interested in activating the card. Connection with the bank consultants was only performed at the publicity recipient's request who decided to have a direct conversation with the consultant by means of pressing appropriate telephone button. Thus, we enabled optimum use of available sales resources. In case of temporary absence of the subscriber (voice mail, subscriber out of the network), a special CRM module built in PhoneCall platform would initiate other connections in given time intervals. During subsequent connections the communication was modified (e.g. it resulted from the time of the day when the communication was performed). The campaign of reaching 50.000 potential bank customers was carried out for two successive days, between 3 PM and 8 PM. 25 consultants of the Bank were ready to receive calls. Achieved goals of the campaign:
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