Hable Menos, Venda Más (Talk less, Sell More)

Country: Brazil

Challenge:
Atento's Hable Menos, Venda Más project was born after a study undertaken on a financial sector client's customer service line indicated an extremely high monthly cost in telephone calls. This situation was making the process expensive and adversely affecting Atento's competiveness.

It was essential to rapidly reduce costs and ensure first position in sales figures compared with the competition operating in the same sector.

Atento's solution:
The first step was to detect the cause for the elevated costs. The reason proved to be a high volume of calls to mobile phones, as call center agents tried to contact customers on their mobiles rather than making a single call to a fixed line.

To resolve the situation Atento analyzed the main elements relating to company income and withdrew the mobile phone option, thus obliging our agents to call residential and business numbers prior to trying mobiles.

In addition, we adopted other strategies to reduce costs over the short term. Call center agents were concentrated in strategic hours to make initial contact, and sales were then focused on these same schedules. A policy of "call by gender" was also implemented, which consisted of calling male customers directly at office numbers and female customers on residential lines.

Results:
The project saw positive results within the first month. However the real proof of success came in the second month, when the cost of calls was reduced by 50% without any drop in sales figures.

Atento has now achieved the best sales figures by cost compared with other suppliers servicing the same client.

Furthermore, the quality of customer service from our agents improved considerably, as their calls became more focused and efficient.