The challenge
The call centre had the operational expertise and ambition to grow, but expansion depended on more than recruiting additional agents.
It needed a consistent supply of suitable data, stronger insight into campaign performance and the confidence of new clients. As campaign volumes and sector requirements increased, data selection also needed to become more responsive to what was happening on the dialler.
The approach
aura became the call centre’s primary data provider and worked closely with its internal data and dialler teams.
Rather than treating each data delivery as a standalone transaction, the teams reviewed campaign and dialler signals together. These insights helped aura refine future audience selections and respond to differences between clients, sectors and campaign objectives.
The relationship supported consumer and business campaigns across a broad range of markets, including:
- Utilities.
- Charities.
- Claims management.
- Insurance.
- Mobile communications.
- Home security.
- Customer-support programmes.
aura also introduced new client opportunities to the call centre. Its involvement provided clients with greater consistency and assurance around the data being used and the partner responsible for campaign delivery.
Throughout these introductions, aura remained an impartial intermediary. It worked to understand the objectives and responsibilities of both parties while helping them establish a practical and productive working relationship.
The outcome
Over the five-year relationship, the call centre grew from one location with 50 seats to three locations and 300 seats at its peak.
- Sixfold growth in call-centre seats.
- Expansion from one operational location to three.
- A five-year relationship with aura as the primary data provider.
- A closer feedback loop between dialler performance and audience selection.
- Support across both B2C and B2B campaigns.
- Greater consistency for new clients introduced by aura.
- Access to opportunities across a diverse range of sectors.
aura’s contribution was not limited to supplying data. The close working relationship connected audience selection, campaign delivery and performance insight, giving the call centre a stronger foundation from which to scale.