The challenge 

A global telecommunications company struggled to convert cart-abandonment leads into closed sales. 

The company had many leads where customers had visited the brand’s website and began purchases, only to abandon the process before the sale was complete. The in-house sales team was focused on other priorities and didn’t have the bandwidth to follow up on those leads, and the company sought a low-cost solution. 

Our solution

TTEC used a strategic mix of sales experts and advanced analytics. We quickly established a team of 15 sales associates in the Philippines that was tasked solely with assessing and pursuing abandoned-cart leads.

We built and trained the team using our RevGen team’s proven sales playbook. The playbook is a collection of performance enablers that create a winning culture of excellence by focusing on: hiring sales talent, proprietary sales training, performance management, sales coaching, sales process management, accountability and governance, and rewards and recognition. 

We got associates up to speed quickly using our PATH Sales Learning programs, which were based on industry-proven sales methodologies and refined to meet the company’s specific needs. 

A key part of our solution was a strategic outbound campaign aimed at cart abandoners, with a strategic marketing manager and data scientists assigned to the program. We created customized reporting and established KPIs to measure each stage of the sales funnel. We combined the analytics and learnings from sales coaching sessions to create proactive solutions.

By deploying these proactive solutions, we were able to pinpoint areas for optimization, modify sales tactics, and drive results faster. 

We created, tested, and implemented outreach phone sequences that were optimized for messaging, channels, and content. We pinpointed, for instance, the best days and times to call customers. As the sequences were tested in market, we used the learnings to inform and evolve associate coaching. 

Results

With our data-driven, proactive outreach strategy in place, associates had a better sense of which customers to approach with sales offers, what offers would resonate most with them, and which channels and cadences to use. 

Within four months our associates worked more than 164,000 cart abandonment leads. They connected with 33,500, or 20 percent, of those leads and generated 1,359 sales that would have otherwise been lost.