Customer success story

Addison Lee Case Study



3437 lapsed accounts reactivated during extensive telemarketing campaign to relaunch Addison Lee’s Business Priority Plus Account

Addison Lee has been established for over 40 years, beginning in 1975 with the belief that taxis and minicabs could be done better. By combining the latest technologies with traditional customer service values, Addison Lee disrupted the industry (before disrupting industries had even become a thing). Today Addison Lee employs 6000 staff and offers Passenger Services (Executive Car Service, Taxi, Coaches, and Private Jets) and Delivery Services (Same day, Next day, International & Overnight). Addison Lee services over 15,000 corporate clients and 70% of FTSE 100 (including WPP, Barclays, Goldman Sachs, Disney, Shell, Sony, and Deloitte).

Addison Lee + New Logo

Project background

Addison Lee approached The Telemarketing Company (TTMC) to deliver a campaign promoting their new Business Priority Plus Account, a relaunch of their Priority Account. The calling was to target lapsed customers to re-engage bookings through Addison Lee on the new proposition. As well as a competitive rate, customers were to be offered various incentives, depending on volumes and method of payment, including a discount on airport transfers and guaranteed pick up times within central London.

Project execution

The calling team was briefed on site by the Addison Lee SME Sales Manager. Addison Lee provided the data, a mix of all sectors and Personal Accounts (all customers with an account service with Addison Lee), a split of 70% mainly SMEs, and 30% Personal Account customers. The decision makers could be varied and include - Facilities Managers, Travel Managers, Administrators, Office Managers, Receptionists, PAs, Secretaries, occasionally Bookers, and Individual owners of Accounts (Personal customers).

The Telemarketing Company was responsible for managing data to maximise results. The data contained information on annual spend and the higher potential spending accounts were to be prioritised and called first. The brief included comprehensive information on the types of pain points that customers would raise, corresponding benefits, and also tips on positioning the new proposition against competitive services.

When each account had been reactivated, the team member sent two emails to the prospect - an initial marketing email: Welcome Back, and a follow up email: Make the most of Priority Plus.

Apart from the weekly report, The Telemarketing Company sent two daily extracts through in the morning and at the end of the day, not only detailing any reactivated accounts but also any changes in address, payment details and contact information. This enabled Addison Lee to have the most up to date information and to engage immediately with the reactivated customers.

Call recordings were sent through on a regular basis for review; not just for successful calls but also calls for prospects who were not interested in the offer, giving the reasons ‘why’, and those who had experienced previous customer service issues. Regular updates and side by side call listening took place at the Brighton site as part of the structured ongoing feedback process aimed at optimising campaign performance.

Results

An initial 490 hours were scheduled over 4 weeks. In this time Addison Lee was sufficiently impressed to extend the campaign for a further 6 months and a total of 3320 hours was delivered. Over this period 3437 accounts were reactivated and a number of follow ups scheduled for Addison Lee’s customer service team. In addition to the accounts reactivated, a cleansed and profiled database - with new and updated contacts, emails and job titles - was delivered to the client resulting from over 8000 live decision maker conversations.

"I was impressed with TTMC’s approach and execution of the campaign. The follow up and reporting to measure campaign performance was well structured and timely. We’re pleased with the overall results of the campaign and the service we received from all at TTMC. As a result of the campaign, we have more clients to account manage on a proactive basis through our sales and marketing channels to drive organic revenue. We’d have no hesitation in recommending TTMC to any company looking to undertake work with them!"

Sales Manager

Our full range of telephone services

Data Services

Flexible Data Services

Data Cleansing
Data Cleansing
Clean, up-to-date data delivers better quality leads and boosts sales
Read more
Data Enrichment
Data Enrichment
Data enrichment helps you better connect with your target audience and delivers actionable insights, improved conversion
Read more
Email Opt-ins: GDPR
Email Opt-ins: GDPR
Do you have a clean, compliant, opted-in database?
Read more

Pre Sales Research

Drive your sales strategy with telephone interviewing

Pre Sales Research
Pre Sales Research
Arm your sales and marketing teams with clear customer intelligence and actionable insight.
Read more

Telemarketing

Telemarketing that’s personal, agile, smart and insightful.

Lead Generation
Lead Generation
A steady stream of qualified buyers
Read more
Call Handling
Call Handling
We can provide your customers with an expert, personalised service - making every interaction count
Read more
Appointment Setting
Appointment Setting
Successful appointment setting requires meaningful human interaction with senior decision makers
Read more
Lead Management
Lead Management
Improve lead flow and quality - turn inbound leads into sales
Read more
Event Marketing
Event Marketing
Engage high value attendees and drive registrations
Read more
Lead Qualification / Nurture
Lead Qualification / Nurture
Move leads through the funnel more strategically with our expert lead qualification and lead nurturing services
Read more

Sales

High-performance Telesales

Telesales / Inside Sales
Telesales / Inside Sales
Flexible, high performance transactional telesales and complex inside sales services.
Read more
Account Based Marketing
Account Based Marketing
Increase profitability, reverse churn and increase customer lifetime value.
Read more

Post Sales Research

Strengthen customer relationships

Welcome Calls
Welcome Calls
A welcome call is an opportunity to reach out to new customers and reduce customer churn, as part of an effective customer management strategy.
Read more
Customer Satisfaction
Customer Satisfaction
Gain a more nuanced view of your customers’ experiences through phone-based surveys.
Read more
Treating Customers Fairly / Compliance
Treating Customers Fairly / Compliance
An FCA authorised and regulated business, our expert team can help you meet your TCF compliance needs.
Read more

Related success stories

Sorry, there are no results matching your criteria.

Awards and Accreditations

Financial Conduct Authority
ISO 27001
ISO 9001
Investors in People
Brighton Living Wage
Disability Confident Committed
ISM
ISM Recognised Centre
MRS Evidence Matters - Company Partner
IQCS
MRS Evidence Matters - Accredited Training Provider
ESOMAR
DMA member
B2B Marketing - Top B2B Telemarketing Agency
Level 4 PCI Compliance
TPS
The Business Marketing Club

Make an enquiry

The Telemarketing Company can help with all of your sales and market research needs. We look forward to hearing from you.

Call us on 01273 765 000
or email us at info@ttmc.co.uk

Visit us at:
The Telemarketing Company
26-27 Regency Square
Brighton
East Sussex