Allianz Global Assistance - B2B Telesales Case Study

Impressive results from Telesales campaign triples sales performance and develops trial into an on-going relationship with client Allianz Global Assistance

Allianz Global Assistance UK (formerly known as Mondial Assistance UK) was established in 1980 and has grown extensively over the last three decades. Core competencies include a range of assistance and insurance solutions such as roadside assistance, extended automotive warranty, travel insurance, medical assistance, personal healthcare services and consumer speciality insurance. It works primarily in the automotive, telecommunications, travel and financial service sectors, delivering premium services in the name of the client brand.

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The company is headquartered in Croydon, Surrey. Operations and personnel are also based in client premises where appropriate. Providing outsourced solutions to many blue chip organisations in the UK, Allianz Global Assistance has many years’ experience of balancing its own culture and values with those of its clients, ensuring that staff can work effectively within another company and add value to their business.

Project Background

Allianz Global Assistance elected to conduct a pilot with a UK-based telesales company with the objective of increasing extended warranty sales for one of their prestige automotive sector clients, specifically to customers whose warranty had recently expired. Historically, sales of extended warranties for this brand had been very strong but Telesales had never been employed as a sales channel. Allianz Global Assistance was looking to build on existing sales momentum and realise significant incremental sales growth.

Allianz Global Assistance invited several agencies to pitch, with sales delivery being a key consideration in agency selection. However, given that Telesales had never been employed before, it was also of great concern that the chosen telesales partner had a good cultural match for the prospects, a compliance based culture and the ability to act as a strong brand ambassador for Allianz Global Assistance’s client.

Project Execution

Having been selected as the chosen partner for Allianz Global Assistance, The Telemarketing Company rapidly built a team of 7 telesales agents to undergo sales and product training. Unusually, the intensity of the schedule meant that this had to happen over the weekend immediately preceding the campaign launch. In parallel, The Telemarketing Company worked with the Compliance team at Allianz Global Assistance, to develop scripts for calls and for voicemail messages. During this period a close working partnership was forged between the stakeholders in all three organisations.

Once calling commenced, weekly batches of data were provided and as the campaign progressed detailed data segmentation was applied, based on empirical conversion propensity. In parallel the agents were intensively coached by both a sales performance coach and the Team Manager; callers were also cycled through to find the optimum configuration to maximise sales.

The sales methodology has also been substantially and continually refined through improvements driven by proactive insight. Allianz Global Assistance has remained involved and treated The Telemarketing Company as an extension of the team, as has their client, with regular visits to The Telemarketing Company’s Brighton offices.

The Results

The results of this collaborative effort have been impressive. Sales performance has more than tripled over the course of the six month trial, underpinned by continual week on week improvement.

At the conclusion of the trial The Telemarketing Company was selected as the ongoing telesales partner, with agreed KPI’s and regular campaign reviews involving all stakeholders. Further developments and performance improvements lie ahead.