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Jaywing (a member of Digital Marketing Group plc), in partnership with voice channel specialist Gasbox, has won in the prestigious 'Best Call Centre Campaign in the Private Sector' category at this year's Connect Awards for its work with Hitachi Capital, beating stiff competition from Garlands, Golley Slater and The Listening Company.
The judges described Jaywing and Gasbox as "clear winners" in the category, and applauded the campaign's improved operational cost-efficiencies and revenue generation, as well as its much more targeted approach to CRM.
The Hitachi Capital project saw Jaywing create a data model highlighting relevant customer information, allowing Gasbox's agents to develop more in-depth interactions. Information on customer lifestyles and life events such as number and ages of children, holidays, moving and weddings, was added into the Gasbox agents' interactions with customers and recorded on the central customer database.
This information was used by Jaywing's proprietary digital decisioning platform, Digital Brain, to assess customer data known prior to the call and dynamically change the recommended course of action to the Gasbox agent based on the additional data captured during the call.
Digital Brain determined which questions were most relevant to each individual customer and ensured that each call used the most effective and appropriate approach possible. Additional data captured fed into the customer database to trigger future event based marketing, such as home insurance renewal.
As a result, Hitachi Capital now has a proven and robust method to maximise the number and value of leads from inbound calls. This translates to approaching half as many customers, generating five times the number of leads, and has presented new opportunities for improving operational cost efficiencies and revenue generation. Significant improvements have been seen in customer satisfaction, advocacy and an increase in the intention to purchase additional products in the future.
Andy Gardner, Jaywing commented:
"Using Digital Brain as an integral part of this project enabled us to identify relevant customers better, meaning Gasbox could invest greater time in each call. Hitachi Capital should also be commended for trusting in this new approach, which has been instrumental in improving consumer experience and conversion rates."
Chris Hancock, Managing Director of Gasbox commented:
"We're thrilled to have won at the Connect Awards; testament to the innovative and creative approach that was taken in our work with Jaywing on Hitachi Capital. Marrying Jaywing's Digital Brain technology with our own unique approach to voice communications has meant we've been able to achieve exceptional results whilst vastly improving the brand/consumer relationship."
Digital Marketing Group was also highly commended in two categories at the Connect Awards, for Digital Brain in the 'Best Data Software or Technology' category, and for 'Digital Direct Marketing Services Supplier of the Year'. One judge described Digital Brain as "amazing" and commented that they'd "never seen anything like it". Another said the real time element is key. Digital Marketing Group was also lauded for the launch of Digital Brain, and for its commitment to its 570 plus staff, including significant investment in training. Its success in winning new business across the group was also mentioned.
Ben Langdon, Chief Executive of Digital Marketing Group commented:
"Digital Marketing Group continues to go from strength to strength, and the nominations, commendations and subsequent win from Jaywing are all testament to the drive and ambition shared across the group. Digital Brain has been well received in the market and as more brands recognise the importance of relevance and timing in their marketing activity, we're sure it will continue to be a central component of many successful campaigns in the future."
