Real Results with MAI Voice
About the Client
Accurate Reporting with Data Management Technology
Customer Profile
Standard Coffee is a full-service, brewed-beverage provider serving customers in the office, restaurant, hospitality and convenience store markets across America.
Market
U.S. - Foodservice
Coffee, tea and other beverages, brewing equipment and water filtration systems
Challenge
Retain customers while eliminating traditional sales/service costs.
Expertise in Food Outbound Service
Success with MAI Voice's Call Center Services
Scenario
Help make unprofitable customers profitable
Standard Coffee is a full-service, brewed-beverage provider serving customers in the office, restaurant, hospitality and convenience store markets across America. Standard Coffee delivers beverage solutions ranging from brewed coffee and tea products, bottled water and juices to supplies, brewing equipment and water filtration systems.
In 2008, an in-depth analysis of Standard Coffee sales revealed that more than 2,000 of the company’s customers were located in areas which made its traditional route service approach unprofitable. Standard Coffee needed a solution for retaining sales from this large group of customers while eliminating the high costs associated with traditional route service.
Approach
Call Center Technology Solutions
MAI Voice was engaged to develop a direct sales approach for this group of Standard Coffee customers. The program began in November 2008 and ran successfully through May 2012 when Standard Coffee was acquired by DS Waters. Among the steps taken to establish the Standard Coffee Direct program:
- Sales tools support analysis: MAI Voice staff reviewed the Standard direct registration and ordering site from the customer’s perspective and made recommendations for improving ease-of-use, promotions, etc.
- Outbound registration program: Standard Coffee provided MAI Voice with 2,000 customer contact records. MAI Voice agents made introductory calls to these customers to explain the Standard Direct program and process. Registration and ordering assistance was also provided.
- Customer support protocol: MAI Voice developed scripting to enable agents to efficiently respond to customer inquiries. Agents handled all equipment and service related issues as well as pricing, billing and delinquent payment arrangements.
- Integration with Standard Coffee’s AS400: MAI Voice agents utilized Standard Coffee’s own AS400 for customer maintenance and order management. A separate web-based application was also maintained for the purpose of tracking customer contact activity.
- On-going support: MAI Voice agents made periodic follow up calls to direct customers on an established schedule. The purpose of the calls varied from simply inquiring about the customer’s satisfaction with the program to offering promotional items, samples and/or information on new products.
Benefits Summary
Customer Retention & Profitability with our Outbound Services
- Customer retention: By tapping into MAI Voice’s capabilities, Standard Coffee was able to retain brand loyalty and sales from approximately 2,000 customers who were previously deemed “unprofitable.”
- Bottom line profits: Serving as Standard Direct’s sales force, MAI was able to eliminate route expenses associated with servicing this customer group, transforming it from a liability to an asset.