The purpose of this service franchise's call center is to "encourage" revenue. If you're a franchisee of Spring-Green Lawn Care, you'll completely understand what that means...
From Deliver®; A Magazine for Marketers;
Each year, Spring-Green kicks off a highly personalized direct mail campaign aimed at getting potential customers to reach out to Spring-Green through its company switchboard. Once a recipient phones in, they are urged to sign up for the Spring-Green services through a local franchisee.
The campaign underscores how successful medium-sized businesses can use direct mail not only to push a brand message but to also buttress a business interest that marketers often struggle to integrate to their larger campaigns: the company call center. “We generate calls and book the sale,” boasts James Young, president of Spring-Green, which is based in suburban Chicago. He adds that they end up answering about 85 percent to 90 percent of the calls for the franchise owners who elect to use the call center.
Young readily admits that the call center isn’t a moneymaker for the company — but nonetheless is an important part of the company’s direct marketing arsenal. It’s also a welcome tool for small Spring-Green franchise owners around the country who can’t afford to man phones ’round the clock. The strategy frees up franchisees, some of whom are one-person operations when they start the business, to focus more on servicing clients and less on having to scour their territories for business.
“To be in the call center business is a loss leader,” says Young. “It’s there with the sole purpose of influencing gross revenue. We got into this business because we felt it would make a difference and be beneficial to the franchise owner and franchisor.”
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