Movistar Cross Selling

Country: Argentina

Challenge:
The aim was to increase revenue per customer in a market such as Argentina, where there is an average of one mobile phone per person.

Atento's Solution:
Atento realized that the solution lay in transforming the Movistar customer service center into a sales operation, thus establishing the Cross Selling service.

The project focuses on making a return from the clients who call the Movistar customer service line (*611). The secret to success lies in converting an enquiry into a sales opportunity via offering to update the user's existing service package.

Using the data from calls received daily on *611, the Atento consultancy team can access the consumer information of each user in order to analyze on-line which services are best suited to the individual customer, and then offer the products in a proactive manner.

The role of the Atento sales consultants was vital to the success of the campaign. The team was responsible for ensuring an on-line return on the available information for each consumer, and converting on-screen information into profit - representing both a sale for Movistar and a satisfactory experience for the customer making the call.

The sales consultancy team undertook a 3-stage training course: initially we provided classroom sessions covering customer service topics. This was followed by simulation, or on the job training, where agents took real calls without yet being on-line. Finally, after 3 months of customer service experience, and once all service indicators were hitting their targets, they moved on to the third stage – sales techniques.

Results:
Via this process, Movistar increased income by an average of $24 per customer, generating extra revenue of $3,830,448.

In addition, customer satisfaction levels reached 86% and cancellation or residence time (those cases where a customer wished to change company and was offered improved service in order to stay) increased from 120 to 180 days.