Bell Canada Improves Outbound Campaign Speed and Tracking

Bell Canada, Montreal, expects to begin executing outbound campaigns faster and using campaign results more effectively with One-By-One Campaign Manager from Paragren Technolgies, Reston, VA.

The software aids in setting up instructions for marketing campaigns. Bell Canada can use it to determine what sections of their lists will get which offers and then to execute those instructions.

“Campaign manager will allow us to move away from our current silo approach to system development and replace multiple systems and processes with a single solution,” said Bill Comeau, senior director of Bell Canada’s database marketing center. “Because we can now eliminate duplicate functions, data and legacy applications, we can shorten development time and reduce mainframe processing costs associated with list generation.”

The software’s ability to track and analyze campaign results will help the company plan campaigns more adeptly, Comeau said.

“Because of our improved ability to track and analyze efforts and share results, we can increase efficiency in planning and promoting to those customers most likely to buy, thereby improving the overall success rates of our campaigns,” he said.

Bell Canada spokesman Sherif ElHilali added that the system will allow the marketers to control who they make outbound calls to, preventing customers from getting over-called. The system is designed to handle the 1,000 outbound calls the agents make in a month.

“This presents marketers with point and click speed,” ElHilali said. “This will enable call center agents, who are both contracted and in-house, to provide our sales force with better leads.”

Bell Canada will use the software for promotions related to its residential, small business and corporate services. Each campaign can be run separately or simultaneously, but the lead generating information that is captured through outbound calls will be stored on the same database. The system will also be able to support remote users in French and English. The company will go live with the software in the first quarter after the teleservices representatives are fully trained.

“We evaluated several leading marketing systems and chose Paragren because of their speed, tight integration with a variety of other systems,” said Bill Comeau, senior director of Bell Canada’s Database marketing Center.

The system that Bell Canada is installing, is one of the largest campaign management software applications on the market. It ranges in cost from $2,000 to $3,000, depending on how many seats our being outfitted with the program and how many licenses are issued.

Paragren, based in Reston, VA, is a wholly owned subsidiary of Apac. Company officials did not comment on how many work stations the call center operates

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