The Brief

The entertainment industry in the UK is worth billions, but it's a notoriously difficult market to succeed in. Sky has managed to do just this through a substantial investment in technology, programming and customer service. The client originally came to us back in 1997 with a short-term requirement for extra outbound capacity. Such was our success, Sky continued to return to RESPONSE for further support across a number of different projects. This ad-hoc relationship soon grew to become a close business partnership. 

The Solution

At RESPONSE, we are tasked by Sky to maintain its market-leading position with a wide range of inbound and outbound services. These include customer acquisition, cross-selling and up-selling, churn management, DRTV response and technical support.

On outbound campaigns, we have developed a range of customised in-house desktop applications that maximise the performace levels of our Sky contact centre agents. On the inbound side, we utilise Sky's own CRM system to meet their needs. In both cases, we provide sophisticated, bespoke management reports that keep our client fully informed of the latest campaign results.

Our training and recruitment procedures ensures we match the right people to the right project and give them all the training and support they need. We apply the same coaching and mentoring standards as Sky do in-house, as well as integrate all the same training materials. We ensure that all Sky-assigned staff work in a designated Sky-branded environment within our contact centres. This results in a seamless integration of in-house and outsourced operations.

The Results

Sky views RESPONSE as an essential part of its customer operations. We consistently meet the targets set by Sky in terms of penetration and conversion rates. One of RESPONSE's most spectacular successes has been with our Winback team. In addressing individual concerns of customers, these specialists brought back more than 200,000 lapsed Sky customers. RESPONSE's outstanding performance for Sky has been rewarded by consistent growth in the value of our contract with this client.