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CUSTOMER ENGAGEMENT

CUSTOMER ENGAGEMENT

71% of UK adults think businesses put profit before consumers.*

CASE STUDY 2: WORLD ANIMAL PROTECTION

THE BRIEF

World Animal Protection's Head of Individual Giving approached ReynoldsBusbyLee (RBL) in late 2014 to complete an audit of the customer engagement being delivered by an outsourced telephone fundraising agency in response to fundraising appeals. World Animal Protection was concerned about the quality and consistency of the conversations being had in their name.

OUR SOLUTION

RBL developed a programme to audit the outsourced centre. The contact centre was introduced to RBL and worked with full co-operation to provide results and allow access to calls handled on behalf of the charity. RBL specified some new reporting to allow a deeper understanding of how the activity was being managed and the results being achieved. This information had not previously been available to our client.

THE OUTCOME

In consultation with the outsourced provider, RBL identified a number of areas and opportunities to improve donor engagement. These were discussed with both the contact centre and the client to determine whether the outsourcer could provide the required level of engagement, and whether the client could commit the required levels of resource to deliver a successful campaign.

CLIENT COMMENT

“Reynolds Busby Lee were recommended to me by our media agency as we were experiencing performance issues with DRTV conversion to regular givers. I worked with Elaine who was very professional, personable and knowledgeable and in a very short space of time (before Christmas!) conducted an audit for us. Her findings were of great benefit and the work has been instrumental in reviewing what we need from an agency and how we need to work more efficiently and effectively internally and with a telephone fundraising agency in order to deliver the best results for our DRTV campaign. I would highly recommend working with RBL to audit and review telephone fundraising activity, their insight and sector knowledge is invaluable.”

Samantha Eaves, UK Head of Individual Giving