case study: Call Centre Sales review

BACKGROUND	Our client , the direct sales arm of a media group in Australia, sells print space for advertising and classifieds in the major news dailies on the eastern seaboard as well as in community newspapers. The focus of the past 12 months on sales effectiveness and renewed efforts to build a very strong management team enabled this enviable strong position. Nevertheless the organisation knew that they could achieve a lot more, particularly if they could release capacity during the quieter periods. In order to truly understand the extent of the perceived capacity and to quantify accurately the size of the opportunity, reveal group conducted a diagnostic of the Sydney Call Centre, with specific focus on operations management and understanding productivity and volumes.
OUR ROLE	We analysed the business along 16 dimensions and identified areas for operational improvement. By analysing calls and activity data over a sample period we conservatively estimated an opportunity to increase productivity by at least 20% across both inbound and outbound calls. This can in turn be utilised for revenue-generating activities, for investing into developing people or to realise cost savings through turn over and recruitment avoidance.
RESULT	Through the diagnostic, reveal group: Identified the capacity opportunity existing within the direct sales arm Sized the opportunity in terms of extra revenue ($4m per year in additional revenue for the Sydney centre alone) Clearly articulated a robust methodology to realise the opportunities identified against the 16 dimensions of the diagnostic

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