MYOB uses predictive dialling system to generate more sales

Accounting software firm reports 25 per cent increase in new clients thanks to new flexibility in launching and managing sales and marketing campaigns

MYOB business division general manager James Scollay.
MYOB business division general manager James Scollay.

Giving your customer service team real-time flexibility to launch and respond to sales and marketing campaigns is something most organisations see value in, but haven’t always been able to achieve.

Thanks to a new predictive dialler technology deployment, accounting software vendor, MYOB, has not only done just that, but also reported a 25 per cent increase in new client sales over the phone since implementation in late 2012.

The accounting software company used the product, developed by IPscape, to set up and manage new sales campaigns promoting MYOB’s cloud software. Prior to the rollout, it was using a legacy in-house system to manage sales calls, which was proving expensive. In addition, each member of the client services team would manually dial up to 60 phone numbers every day.

Now, with predictive dialler technology, MYOB call centre workers can make up to 300 calls a day and monitor campaign performance in real time.

MYOB business division general manager, James Scollay, told CMO Australia that the campaign metrics include how many sales have been made.

“The real-time monitoring has also helped us with team training and improving performance. The interface allows us to do training much more quickly than we used to do,” he said.

“IPscape’s solution also means we can set up and manage new campaigns ourselves. This means we avoid the large third party fees vendors typically charge when you want to create a new campaign or update an existing one.”

Scollay commented that the implementation was part of its transformation to an online company.

“The big cultural change we are going through is around pace of response to market requirements. We’re in control and have more flexibility around testing sales and marketing campaigns.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Is artificial intelligence riddled with bias?

The purpose of Artificial Intelligence (AI) has always been to replace the menial and repetitive tasks we do each day in every sector, so that we can concentrate on doing what we do best. Saving time and money has certainly been a decent outcome as AI infiltrates the business landscape, however, now we are starting to see problems that cause major issues in practice.

Katja Forbes

Founder and chief, sfyte

5 things every business can do to drive brand loyalty

If you’re in any customer-centric role, you’ll likely be familiar with the Net Promoter Score (NPS) – one of the most popular tools for brands to measure their customer sentiment.

Catherine Anderson

Chief customer officer, Powershop Australia

What the modern gig economy is doing to customer experience

Most marketing theory was established in the context of stable employment relationships. From front-line staff to marketing strategists and brand managers, employees generally enjoyed job security with classic benefits such as superannuation plans, stable income streams, employment rights, training, sabbaticals and long-service leave.

Dr Chris Baumann

Associate professor, Macquarie University

Thank you! That was useful to know.

Belia Adam

Why your best social marketing brand tool could be hiding in plain sight

Read more

Because you are missing the point of the term "disruption"

Sean

Uber for the truckies: How one Aussie startup is disrupting the freight industry

Read more

Absolutely agree with this ... Facebook doesn't care what adds they show. You report an add for fake news/scam and it just remains "open...

Quasi Carbon

Unilever CMO threatens Facebook, Google with digital advertising boycott

Read more

How to create Pinball game in 4 minshttps://youtu.be/S1bsp7del3M

Alex Atmavan

Rethinking gamification in marketing

Read more

True Local - one of the least credible review sites on the entire internet.

MyNameIsStomp

Former Virgin Mobile CMO and CEO joins oOh! as first customer chief

Read more

Latest Podcast

More podcasts

Sign in