The Contact Center participates in the lead nurturing process for interested leads in one of the developments, from receipt to the assignment of the opportunity to a sales advisor and the potential client's in-person visit to a sales office. The lead-to-visit conversion rate was 23% in June 2020. A clear objective of the company's Sales Department was to professionalize the lead nurturing process with the goal of increasing this conversion rate to at least 40%. In the case of inquiries and complaints from customers and owners after the sale of the homes or during the phase just prior to delivery, excessive response times had been recorded, negatively impacting the customer experience.
ON SOLUTIONS recommended rethinking its Contact Center model, moving from an in-house resource model to a BPO model, AND taking advantage of the change to obtain the maximum benefits from the collaborative relationship by implementing a “Visitor Factory”. Shortly after, the need to create a specific team to manage international customer leads was also detected, with leads only achieving 45% contact and an 8% visit rate. For this purpose, ON SOLUTIONS applied its experience and capabilities in providing client teams to carry out these activities and to be a key element in achieving maximum results for the agents. Recently, the company has asked ON SOLUTIONS to create two new Customer Service teams, both for the waiting phase once the property has been reserved and for the life phase when the customer is already a homeowner and takes possession of the property.
Thanks to the project team's efforts, the number of scheduled visits to national clients has increased considerably, reaching an average rate of over 50% in 2021. All leads were managed, and clients were called on the same day they were registered in the system. In the case of international leads, a scheduled visit rate of over 20% was achieved, while sales volume also increased thanks to the dedicated team's exclusive follow-up. And although the Customer Service teams have only just begun operations, response times have already been reduced from more than 10 days to less than a day in 100% of cases. ON Solutions is proud to have contributed to the company's magnificent results over the past year: The company closed the nine months of its 2020-2021 fiscal year with a sales backlog of 3,053 homes valued at €1.01 billion. This significant transaction figure represents sales coverage of 99% of the deliveries planned for this fiscal year and 63% of those planned for the next.
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