Broadsystem aids NiQuitin CQ customers in
quitting
The GSK/Broadsystem partnership
has developed from an automated response overflow line
to a dedicated live call handling, datacapture and
fulfilment service.
Objective
GlaxoSmithKline (GSK) runs a support programme called Committed Quitters as part
of the marketing activities for its ‘quit smoking’ product, NiQuitin
CQ. Broadsystem previously partnered GSK in delivering a successful pan-European
automated call handling service to support live GSK advisors at times of peak
direct response.
GSK subsequently determined to develop and tailor its customer management programme
to encourage and support the decision to give up smoking, and to offer highly
personalised plans based on the data it obtained on its customers.
Solution
GSK promoted
an online questionnaire to help its Committed Quitters. Broadsystem
was appointed to provide a live adviser service as an alternative
to this online questionnaire.
The help
line also provides support for NiQuitin CQ users as the ‘step
down’ use of the product in an attempt to reduce the
chemical addiction to nicotine.
Broadsystem
trained a Dedicated Team of advisors to understand, empathise
with and appreciate the needs of the NiQuitin CQ Program Participants.
Advisers
are trained to provide guidance to smokers who relapse following
their programme.
Broadsystem
also supplies a call back service at times of peak response,
such as New Year, when resolutions are made, and support is
most necessary.
Broadsystem
provides a letter fulfilment service to ‘step down’ and
relapsed customers.
Results
Broadsystem
has handled over 25,000 enquiries to the live help line.
Data
from both telephone and online communication channels is
now used to provide respondents with highly targeted and
individually customised planning packs to encourage smoking
cessation.
Based
on the success of the NiQuitin CQ campaign Broadsystem is
currently embarking on a follow-up customer call service
for GSK. Those customers who opt in to be contacted following
their receipt of quit planning packs, are questioned on their
levels of success. Data used to provide further insight into
the success rates of the packs across database segments according
to age, sex, geodemographic profiles and smoking levels.
