29 October, 2021
As a result of the implementation of a comprehensive MLead solution by Marketing Logic, Otkritie Bank changed the field employees work model of the corporate sales department and increased sales.
The effect was achieved thanks to the implementation in the mobile application of the classic sales funnel (calls-meetings-access to the deal) for field employees and the ability to control and analyze the work results.
“The mobile application was developed to give the sales employee a simple and intuitive tool for working with the client. All available tools and marketing materials are now available online at your fingertips. To improve the work efficiency, an algorithm for the automatic tasks setting was developed, which allows increasing the number and quality of client meetings. Sales executives gained access to deep analytics that allows them to qualitatively assess the results, identify deviations in the work of the approved sales model and analyze the customer journey in detail. All this together led to an excellent result - sales growth was 20%, but the trackers launch also increased the overall team efficiency by tracking lagging employees by geolocation. Also, the new system reduced administration labor costs due to automatic and deep analytics, which became available to managers", - says Dmitry Krishtopa, Senior Vice President, Corporate Sales Department Director of Otkritie Bank.
The work analysis of more than two thousand managers of the bank's corporate sales department throughout Russia revealed several curious non-obvious patterns regarding the effectiveness of work in various conditions. It turned out that multitasking does not reduce client efficiency. The study revealed the lowest percentage of potential customers bounced in the managers group with the highest number of active tasks. A more expected result was the conclusion that managers with less work experience are more likely to be rejected. The results confirm the importance of introducing and developing various mentoring and training programs, experience exchange, knowledge transfer.
In terms of time characteristics, the analytics revealed the following patterns: the highest conversion from calls to meetings and from meetings to contracts is observed in the afternoon. The efficiency peak for calls falls on the hour from 17:00 to 18:00, for meetings - from 18:00 to 19:00. Parameters such as the weekday or month did not show significant deviations from the average (in January, only working days were taken into account). A slight decrease in efficiency occurs on Thursdays.
“The implemented technical solution value lies in the fact that it allows for a deep examination, while there is no need to carry out any special procedures, refer to surveys or display coefficients. All data is initially formed and structured for further processing and analysis. And the more a business implementing such technologies pays attention to them, the more efficiently it will work. The example of Otkritie Bank perfectly illustrates this ", - notes Dmitry Galkin, Managing Partner of Marketing Logic.