Calls You Control lowers insurance ad risk

Calls You Control from Thomson Local provides insurers with enquiries, flexible call allocation and the opportunity to sell failed quotes from those customers who do not complete.

It's the dream every insurer craves; enquiries from the customers you want, money for the enquiries you don't.

Correct customer, but a failed quotation? These customers don't go to waste, sell them on, and profit from them.

Call centre closed? No problem, get paid while you sleep.

That dream is now a reality thanks to Calls You Control.

Adam Beamish, Managing Director, Calls You Control, explained: "For the first time insurers can profit from both good and not-so-good calls; convert them if you can and if you can't, sell them on and reduce the cost per customer acquisition".

Calls You Control, launched in September 2006 by Thomson Local, has expanded its service to provide insurers with enquiries, flexible call allocation and the opportunity to sell failed quotes from those customers who do not complete.

The service is bespoke to each customer, and totally accountable with transparent, real-time, online reporting.

Beamish said: "The insurance industry spends over GBP 420 million a year on advertising; even if an insurer converted 50% of the calls generated, GBP 210 million is still being spent generating incorrect enquiries.

"Calls You Control gives insurers the opportunity to re-monetise this otherwise wasted expenditure.

"No matter how targeted the advertising, there will always be an element of the wrong type of call - television advertising is a good example; typically there will be a large uplift in calls when adverts air.

"This poses two problems for the insurer; an uplift in calls that the centre may not be able to deal with, and the wasted marketing spend dealing with enquiries that do not match the target audience.

"This not only ties up valuable resources, it may delay customers with the correct profile getting through.

"Calls You Control removes these risks by buying these calls from the insurer and provides the opportunity generate incremental revenue and increase efficiency.

"Similarly, haphazard call volumes are costly if enquiries are going unanswered; we can minimise this.

"By working closely with our customers, we provide complete flexibility, ensuring a steady stream of enquiries at times when the phones traditionally may not be ringing.

"We are able to offer our customers profiled calls, for example, if a car insurer is only looking for female drivers, those are the calls we will provide".

Beamish concluded: "Calls You Control is designed to give the insurance industry back its marketing budget, and we certainly deliver".

Calls You Control as a pay-per-call service that allows customer to receive enquiries generated from advertisements placed across multiple media, in specific trade headings.

Customers are able to buy the number of calls they would like to receive in the areas they wish to operate.

Real-time reporting ensures that all calls delivered are time stamped, making return on investment fully measurable.

Because customers only pay for answered calls, Calls You Control ensures that every pound customers spend is generating enquiries for their business.

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