The Telemarketing Company delivers successful appointment setting campaign for Openwork

Openwork is one of the largest financial advice networks in the UK, with a strong shareholder base and a professional community of more than 3,600 high-quality, client-focused financial advisers. It has had a presence in the UK’s financial advice market for over 45 years, developing a rich heritage and deep understanding of what it takes to help both advisers and clients achieve their goals.

Campaign objective and project background

The Telemarketing Company (TTMC) has worked with the group for many years running ongoing projects including Treating Customers Fairly (TCF) compliance calls, “welcome calls” and customer satisfaction calls, probing customers’ experience of the sales process and ensuring that they were correctly sold products. Openwork approached TTMC to support a larger-scale appointment setting campaign to engage with existing clients over the phone. As an FCA authorised and regulated business, the agency was considered a good fit for the requirement.
 

Project execution

The overall objective of the campaign was to contact clients who had been sent a letter from their adviser as part of the ongoing pilot. TTMC was tasked to phone clients on behalf of the relevant adviser firms, referencing the letter sent, and encourage them to make a no-obligation telephone or face-to-face appointment with their adviser to review their retirement plans and options going forward.
 
TTMC was able to use their sector experience to make best practice recommendations to the client, for example instigating out of hours calling over weekends and through to 7pm on weekdays, which proved very lucrative given the percentage of clients working outside of office hours. The timing of calls was optimised also to ensure that letters would be fresh in the mind of the client. TTMC also used their data expertise to streamline secure data sharing and upload onto the agency’s proprietary calling platform using a bespoke template.
 

Results

This structured, systematic approach, combined with tailored, personal communication, quickly proved effective in increasing both the level and quality of client engagement for Openwork.
 
Following the success of this project, the client is now considering how telemarketing and this type of approach can add value in other areas of the business.