case study,ivr,automated response,recruitment linesLeadline

Outline

The client wanted a simple and effective way to capture details from prospective applicants calling in response to recruitment adverts.

IVR (Interactive Voice Response) was the ideal solution. There are no operator costs and the client was able to control costs as the price is not linked to the volume of calls. 

Previously, the emphasis had been on postal applications but the brief had changed to channelling applicants to downloading forms on-line. However, some provision was needed for applicants without easy access to a computer. 

Leadline provided the IVR set up, hosted a separate web page for application downloads and mailed out application packs. 

Advertising was through national and local press and on-line recruitment sites. Adverts stated the links to the websites for downloading packs plus the 0870 number. There was no mention of postal packs on the adverts. This information could only be obtained via the IVR message.

The campaign was conducted in spring 2007. 

IVR set up

The client had decided on an 0870 non-geographic number and a sample list was sent for the client to choose.

A script for the fronting message was outlined, confirmed and recorded for the IVR set up. The message requested callers to download an application and gave out the link, or to leave their name and address for a postal application.

The client was concerned that callers may have problems with the system so a prompted response was chosen for clarity. This enables the caller to leave their name and each line of their address separated by pauses. Callers were also requested to state where they saw the advert. 

Once the set up was complete, the line was tested by the client and any amendments to the message could then be made. 

Information from calls was retrieved and transcribed into an Excel spreadsheet ready to mail merge labels to send out application packs.

Packs were generally sent out the same day, or for calls
received after 3pm, the following day. 

In this instance, the client preferred applications to be
downloaded via Leadline’s server and a web page was designed to contain the pdfs for the application form and the information booklet. 

Applicants could call a local office number found on the main website or in the information booklet for further information. 

At the end of the campaign both the web page and the 0870
number were cut at the 4pm deadline to comply with the client’s needs. Another available option would have been to record a new message on the IVR system stating that the line had now closed and how to apply for next year’s intake. 

Summary

Overall, there were 2,117 calls with 894 callers requesting
a postal application pack. 

The total number of downloads were 1,977 application forms
and 2,115 information booklets. 

Details captured from calls such as the source of enquiry
information were sent back to the client in the form of an Excel spreadsheet for use as a marketing tool for the following year. 

The IVR system also provided additional information such as
a breakdown of calls by town or average duration of calls throughout the campaign or by highlighting certain dates to show the flow of the campaign and any peaks relating to advertising.

The local office received a minimum number of general enquiries from applicants. There was no negative feedback on the system.