Accelerating customer acquisition and optimizing digital sales for MásMóvil.

Before the CoreMedia implementation, call management at MásMóvil was decentralized and managed directly by the call center. The company’s sales management teams had no visibility and could not tell which online media campaigns were contributing to its telesales by generating qualified leads. 

This stopped them from being able to optimize the company’s investments. It also meant MásMóvil could only work with one call center. It couldn’t add new call centers without a centralized call management system, presenting MásMóvil with a restraint on its efficiency and a barrier to its growth.

Having worked with CoreMedia on a number of previous projects, MásMóvil sought our help again.

Telesales is a tricky business, but MásMóvil’s cracked it. The fourth-largest telecommunications company in Spain has teamed up with CoreMedia and implemented a powerful new system — one that’s fuelling higher call volumes and radically boosted sales.

CoreMedia built the system to fulfill two clear goals for MásMóvil: to accelerate customer acquisition and optimize its digital return on investment.

Since MásMóvil is a company that relies heavily on telesales, this meant consolidating its data and taking control of its calls.

The CoreMedia platform has since played a major role in unifying MásMóvil’s online and offline call data and bringing the company the visibility and control it needed. The platform does this through inbound call tracking, interactive voice responses (IVRs), and CoreMedia Click2Call. 

MásMóvil now operates six different call centers and customer calls can be distributed between them according to visitor/page information, call center capacity, and agent availability. CoreMedia has integrated with each call center’s management software in order to get feedback about the result of each call, i.e. if they made a sale; if not, why not; and if they did, which product or bundle was sold.

What’s more is that all call information is matched with visitor information and can be used in marketing automation initiatives. For example, MásMóvil can create workflows where customers who don’t pick up or abandon calls while in a queue are automatically called back or sent a text message.

CoreMedia's Click2Call is more than a simple ‘request a call back’ system. It’s intelligent. Contact windows appear according to the visitor’s behavior or profile, or when triggered by a specific action, facilitating contact when it is most relevant for MásMóvil and the customer.

Furthermore, MásMóvil call center agents get real-time access to visitors’ profiles through the CoreMedia platform. As these profiles are fed directly and automatically with call status and results information, agents are able to interact with customers on a much more personal basis than they could before. This increases their chances of making a sale.

MásMóvil made two key acquisitions, Pepephone and Yoigo. Yoigo’s previous click-to-call solution had a multitude of limitations and didn’t allow it to grow at the pace required to launch a new product. MásMóvil needed to increase the volume of calls Yoigo was getting, and optimize the handling of those calls to enable better, more targeted sales and marketing decisions. Enter CoreMedia.

MásMóvil was already handling more than 7,000 customer calls per day and generating around 150 daily sales thanks to CoreMedia. In fact, 65% of MásMóvil’s mobile-only sales and 100% of its bundle sales only happen because of CoreMedia’s technology. Now that MásMóvil enjoys a comprehensive 360º view of the sales process, the company is able to build stronger leads and make smarter investments.