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Issues-led
PR Campaign dials the right numbers for QueueBuster hosted
managed service |
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Background
Netcall is a UK company listed on the Alternative Investment
Market (AIM) of the London Stock Exchange. Based near Cambridge,
Netcall develops and supplies innovative communication solutions
to organisations of all sizes, including many blue-chip companies
with global contact centre operations. Netcall’s flagship
product, QueueBuster offers an innovative solution to reduce
the time call centre customers spend waiting on hold. QueueBuster
can be deployed on site but is also available as a hosted
managed service. The move to providing a hosted service in
2004 has re-invigorated the company, helping it to significantly
increase its customer base and annual revenues.
The Brief
In September 2005 Netcall hired Wildfire PR to raise awareness
of the QueueBuster application amongst corporate IT purchasers.
A significant part of the brief was to highlight the problem
of call centre queues and position QueueBuster as the de facto
solution to this problem for the call centre industry.
| Objectives |
| • |
Build awareness of QueueBuster and the hosted
managed service model in the call centre industry press |
| • |
Devise and implement a creative, issues-led campaign
to create a media buzz around the issue of call centre
queues and highlight QueueBuster as the solution |
| • |
Leverage high profile customer case studies to demonstrate
how QueueBuster brings efficiency and productivity benefits
and improves customer satisfaction |
Strategy
Wildfire recommended the following strategy: |
| • |
Build a news announcement pipeline and issue
a minimum of two press releases per month to industry titles |
| • |
Use news-jacking techniques to highlight the problem
of call centre queues |
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Develop the Netcall Queue Index, a quarterly survey highlighting
the time spent waiting on hold across seven vertical market
sectors |
| Results & Evaluation |
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Our Queue Index campaign described as ‘call
centre campaign of the year’ by Call Centre Focus,
generating over 32 pieces of broadcast media coverage and
securing opportunities with BBC Radio Four’s Today
programme, The Times and Guardian national broadsheet newspapers |
| • |
PR Campaign has achieved an average 18 pieces of coverage
per month in call centre and IT industry publications during
period April 2006 – Jan 2007 |
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