The challenge
The energy provider approached aura after several years of using outbound telemarketing as a customer-acquisition channel.
Although the channel was established, the business had become reliant on the same group of suppliers and was experiencing recurring problems. These included inconsistent contact rates, uncertainty over consumer intent and insufficient clarity around data provenance.
The volume of activity had also grown beyond what the existing internal team could coordinate effectively. The client needed a more controlled approach that could provide dependable scale while strengthening oversight of the complete consumer journey.
The approach
aura centralised the sourcing and management of externally generated telemarketing data and leads across the client’s outsourced call-centre network.
This created a consistent route through which data could be assessed, supplied and monitored. aura increased the depth of due diligence applied to the consumer journey, with greater attention given to how data was generated, transferred and used.
To improve performance further, aura developed a bespoke data-deduplication and recontact strategy. The process considered multiple campaign and consumer factors to reduce unnecessary duplication, manage previous contact and make better use of available data.
As the programme expanded, aura also supported the onboarding of new outsourced call-centre partners, helping them adopt the required data processes and integrate into the wider operation.
For the duration of the three-year relationship, aura was the only approved source from which the client’s outsourced call centres could obtain externally generated telemarketing data and leads.
The outcome
The centralised model provided the scale of trusted data the client required while improving consistency across its outsourced sales operation.
- A single approved source for externally generated telemarketing data and leads.
- Stronger oversight of data provenance and the consumer journey.
- More consistent data quality and sales delivery.
- A tailored deduplication and recontact strategy.
- Capacity to increase the number of active call-centre seats.
- Structured onboarding support for new call-centre partners.
- Three years of continuous programme delivery.
The programme was subsequently scaled back following wider changes in the UK utilities market and the client’s acquisition requirements.
aura’s work demonstrated how centralised data management, deeper supplier oversight and intelligent contact strategies can help a large organisation scale outbound acquisition with greater confidence and control.