The challenge
The organisation had traditionally distributed its financial products through intermediaries. It wanted to develop a stronger direct relationship with consumers, but its existing telesales infrastructure and internal resources could not support the planned expansion.
The new operation also needed to work within the client’s established data-protection, communications and financial-services governance framework.
The approach
aura began by selecting and supplying consumer audiences aligned with the client’s initial life-protection campaign.
Following a successful pilot, aura helped the client scale its telesales activity through a carefully selected network of external call centres. aura coordinated campaign data across the operation and supplied performance reporting to support ongoing decisions.
The operation expanded to support more than 95 dedicated telesales agents over a four-year period, with thousands of leads managed and distributed each day.
When the client later decided to bring its telesales operation in-house, aura supported the transition from external delivery to three internal locations. Campaign activity, data processes and performance reporting were adapted to support the new operating model.
Turning sales outcomes into better audience selection
As performance data accumulated, aura moved beyond supplying and managing campaign data.
Using completed sales as the outcome signal, aura developed a predictive model to identify the characteristics most strongly associated with conversion. Prospective customer records were then scored and ranked before reaching the dialler.
The ranking informed which records should be prioritised for contact and which should not be dialled. This helped the sales operation focus its capacity on audiences with a stronger predicted likelihood of responding and purchasing.
By feeding real sales outcomes back into audience selection, aura created a more intelligent acquisition cycle: every campaign generated information that could sharpen the targeting of the next.
The outcome
The partnership helped the client develop its direct-sales channel from a limited internal capability into a scalable, data-led operation supporting several financial-product categories.
- More than 95 dedicated telesales agents supported across the wider operation.
- Thousands of leads managed and distributed each day.
- A successful transition from outsourced delivery to an in-house operation.
- A predictive model built using completed sales outcomes.
- Prospect data scored and ranked before dialling.
- Lower-propensity records withheld from campaigns.
- Agent capacity focused on stronger prospective audiences.
- Campaign outcomes used to improve subsequent data selection.
aura’s role expanded from data provision into a long-term partnership covering audience strategy, operational delivery, modelling and continuous campaign improvement.