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RAF multi-channel recruitment campaign
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“The
successful implementation of the dedicated team along
with the data centric customer management programme will
not only ensure effective and cost efficient RAF communication
in the future but will also ensure any potential RAF
recruit has a quality contact touch point at all times.”
Marc Michaels, Director of Direct Marketing, COI Communications |
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Objective
Broadsystem and the COI delivered a dedicated contact centre team to support
multi-channel communication and a data centric CRM programme for the RAF’s
recruitment campaign. The project had to fulfil the following criteria:
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to support, record and accurately monitor media
response activity via telephone, coupon, online, and email. |
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to build and maintain relationships with potential
RAF recruits through multi-channel communications. |
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to deliver a high degree of recruitment service
and enhance the customer experience throughout contact. |
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effective capture and analysis of respondents
profiling attributes. |
Solution
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we recruited a multi-skilled Contact Centre
team which reflected the profiles of a typical RAF recruit. |
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we prescribed the most relevant message, through
the most effective communication channel, at the most appropriate time
in the recruitment process in order to attract and retain ideal candidates. |
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we developed a high-level training programme
in conjunction with the RAF Careers Office, media agencies, and the COI. |
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we undertook a data analysis project followed
by a data strategy that monitored and evaluated the response data and the
effectiveness of the recruitment process. |
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we implemented ‘near real-time’ advanced
reporting on all areas of activity. |
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we also delivered the ongoing implementation
of communication channels to enhance interaction with potential recruits. |
Results
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200% increase in response, mainly as a result
of the online activity. |
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the ability to track the progress and status
of potential recruits at all stages of the recruitment process. |
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speedy delivery of ‘near real-time’ reporting
on campaign effectiveness and campaign profiles. |
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high-level of customer service, supported by
intelligent analysis of respondent profiles. |
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we also provided a screening process that resulted
in high-quality leads. |
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