tolr campaign summary

© Echo Managed Services Ltd 2014© Echo Managed Services Ltd 2015

Tower of London Poppy Installation

“A campaign that was sure to trigger a massive amount of emotion from people.”

888,246 ceramic poppies mark WW1 centenary


The complexity of outsourcing

• Multiple stakeholders• Multiple brands


Echo was chosen to provide Sales & Customer ServiceSupport

• 15,000 orders in the first two weeks of the project• Call volumes peaking at around 6,500 contacts a day• Over 93,000 calls handled throughout the project• Team size flexed between 60-12 agents• Many customers looking to make dedications and remember

those that had fought in wars• Our advisors needed to show empathy and sensitivity


05/08/2014

11/08/2014

17/08/2014

23/08/2014

29/08/2014

04/09/2014

10/09/2014

16/09/2014

22/09/2014

28/09/2014

04/10/2014

10/10/2014

16/10/2014

22/10/2014

28/10/2014

03/11/2014

09/11/2014

15/11/2014

21/11/2014

27/11/2014

03/12/2014

09/12/2014

15/12/2014

21/12/2014

27/12/2014

02/01/2015

08/01/2015

14/01/2015

20/01/2015

26/01/2015

01/02/2015

07/02/2015

13/02/2015

19/02/2015

25/02/2015

03/03/2015

09/03/2015

15/03/2015

21/03/2015

27/03/2015

02/04/2015

08/04/20150

1,000

2,000

3,000

4,000

5,000

6,000

7,000 Contact Centre Call Volumes

OfferedAnswered

5th AugustCampaign Launch

5,650 Calls Offered

15th OctoberBBC One Show broadcast from The Tower of London

3,606 Calls Offered, 90% of which after 7pm16th October

The Queen visits The Tower of London2,529 Calls Offered

17th OctoberCoverage of the visit released in the press

6,493 Calls Offered

29th AugustRadio 2 Feature on the Poppies

908 Calls Offered

11th NovemberArmistace Day Service

at The Tower of London& planting of the final poppy

642 Calls Offered

19th DecemberService Email sent to or-

derswith failed paymentsCTA ring CC to make

payment3,743 Calls Offered

2nd MarchAnticipated deadline for all pop-pies to be delivered by end Feb-ruary passed, callers chasing un-

delivered poppies872 Calls Offered


08:0008:30

09:0009:30

10:0010:30

11:0011:30

12:0012:30

13:0013:30

14:0014:30

15:0015:30

16:0016:30

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18:0018:30

19:0019:30

20:0020:30

0

1000

2000

3000

4000

5000

6000

7000

Contact Centre Calls by Time of Day

Calls OfferedCalls Answered

Start End Hours Days

5th Aug 7th Sep 08:00-20:00 7 Days8th Sep 29th Nov 08:00-18:00 7 Days 15th Oct 08:00-20:30 Extended opening for The One Show30th Nov 2nd Jan 08:00-18:00 6 Days – closed Sundays3rd Jan 31st Mar 09:00-17:30 Monday-Friday 09:00-13:00 Saturday1st Apr 10th Apr 09:00-17:30 5 Days


05/08/2014

12/08/2014

19/08/2014

26/08/2014

02/09/2014

09/09/2014

16/09/2014

23/09/2014

30/09/2014

07/10/2014

14/10/2014

21/10/2014

28/10/2014

04/11/2014

11/11/2014

18/11/2014

25/11/2014

02/12/2014

09/12/2014

16/12/2014

23/12/2014

30/12/2014

06/01/2015

13/01/2015

20/01/2015

27/01/2015

03/02/2015

10/02/2015

17/02/2015

24/02/2015

03/03/2015

10/03/2015

17/03/2015

24/03/2015

31/03/2015

07/04/2015

00:00

01:12

02:24

03:36

04:48

06:00

07:12Average Call Duration

Average Call Duration

Linear (Av-erage Call Duration)

Min

utes

19th OctoberPoppies Sold Out

average call length drops from 5.5 mins to under 3 mins 14th November

Start of Yodel deliveriescalls switch from sales

to delivery queries

Overall AverageDuration 3:54 minutes


Sales

•Single UK - 10,317•Multi UK - 4,181•Single Int - 174•Multi Int - 80•Bulk Enquiry - 212

General

•General Enquiry - 23,649•Order Amendment - 4,479•Failed Order - 2,508•Complaint - 562•Refund Request - 129•Cancellation - 35

Deliveries

•Where's my Poppy? - 15,081•Change of Address - 3,960•Missing Components - 1,053•Damaged Poppy - 905•Driver Complaint - 36

Query Outcomes – Calls & Emails


It’s not just about answering the phone…

IT’S ALL ABOUT SHOWING EMPATHY, SENSITIVITY & UNDERSTANDING.


Customers said:• “Just to let you know that I have received my poppy! It’s

beautiful!”• “Thank you very much for being so helpful and responding to

my enquiry so promptly.”• From New Zealand: “Just to let you know that my poppy arrived

safe and undamaged. The poppy has spent the day today at my daughter’s school as part of their Anzac display and was very popular.”

• From Canada: “Thank you for the update, the poppy did arrive in Nova Scotia today and we are well pleased with it. We were at The Tower in October and were really moved by the lovely display that we viewed.”


To represent client’s brands, you have to immerse yourself in their world

“We are your brand, we care as much as you do.”


Our Client said:• “A huge thank you to everyone at Echo. It’s been a real pleasure

working with your team who have been positive and helpful throughout the many challenges we have overcome.

• We have sold all the poppies – we never thought that was possible.

• The vast majority of people are overjoyed and moved by their purchase and the service they have received, so thank you. We could never have done that without you, your flexibility and ability to handle so many things.

• In media terms we have now accredited contact with 1.5 billion people worldwide – yes, you are famous and you earned it!

• The Echo team have been a fundamental part of that success. We are sorry to see you go but once again I can only say a huge thank you from all us all – it’s been great!”

John Brown – Head of Operations and Security, The Tower of London

tolr campaign summary

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