Services / Call Centre and Lead Generation
Is your sales or service centre built for the next stage?
Centres stall for predictable reasons: leads arrive and wait, targets reward the wrong behaviour, managers are strong individually but not consistent, and nobody tracks what a contact or a sale really costs. We design, launch and scale sales and customer-service centres, with the lead-generation system and the management routines that make them perform.
Does this sound like you?
- Leads come in from campaigns and social media, but follow-up is slow and nobody knows which ones convert.
- A new centre or a new service line has to go live and the design is still open.
- The centre is growing and the cost per contact or per sale is rising.
- Sales and service targets pull in different directions.
- Team leaders are capable but the routines differ from team to team.
Call Centre and Lead Generation
Designing, launching and scaling sales and customer-service centres, with integrated lead-generation operations, performance management and operating economics.
LIYA designs and supports the launch, development and growth of sales and customer-service centres that the client operates, from small specialist teams to large-scale operations: the operating model, the lead-generation system, performance and management routines, and the economics of scale.
Scope: design, set-up and development of centres and their lead-generation systems, and support for the live operation.
Who this service is for
- Companies setting up a new sales or customer-service centre.
- Organisations expanding an existing centre in volume, channels or services.
- Businesses that receive leads from campaigns, social media or partners and lose them in follow-up.
- Management teams whose cost per contact or per sale is rising as the centre grows.
- Centres whose team leaders and managers need consistent routines and development.
- Leadership teams deciding whether a centre should be built in-house or outsourced.
See full details
A centre is a commercial and operating asset. Its results depend on how leads arrive and are qualified, how teams are structured and led, how quality and service levels are managed, and what each contact and each sale costs. We work on these together.
We design the system, and then carry out the agreed implementation with your team: setting a centre up from scratch up to go-live, developing an existing centre, or expanding its volume or services. After launch we support the live operation by developing team leaders and managers inside the running operation. The client keeps ownership of the operation, its budgets, its customer data and its ongoing results.
Core areas of activity
- Design and operating model
- Define the structure, roles, capacity and accountability of the centre.
- Support the decision between building in-house and outsourcing.
- Set the operating requirements for site, systems and technology.
- Link the model to the economics of the business.
- Lead-generation system
- Define the target audience and the offer, and choose the sourcing channels, including social media.
- Build the processes and campaigns, including the creative, and adapt them to each platform.
- Connect lead capture to the CRM, and set qualification, routing and response-time rules.
- Test conversion rates and measure lead quality, cost per qualified lead and cost per sale.
- Performance and management routines
- Set quality standards, service levels and workforce planning.
- Build coaching and review routines for team leaders and managers.
- Develop team leaders and managers inside the running operation.
- Track attrition and the drivers of performance.
- Scale and economics
- Plan the ramp-up of capacity and the readiness the centre needs to grow.
- Manage cost per contact, productivity and profitability.
- Support the transition between operating models.
- Keep the commercial and service results in balance as volume grows.
How an engagement runs
- Design and business case. Diagnosis, target operating model, capacity and economics, an implementation plan, and a decision on whether to proceed.
- Implementation and launch. Agreed workstreams carried out with your team, readiness testing, management routines and launch support.
- Stabilisation and handover. Performance review, corrective action and transfer of management capability to your leadership.
Possible deliverables, depending on the scope of the engagement
- Call Centre Operating Model Review
- Sales Centre Design and Ramp-up Plan
- Lead-Flow and Conversion Operating Framework
- Performance and Management Routines Framework
- Capacity and Operating Economics Model
- Scale-up and Transition Roadmap
- Executive Progress and Decision Review
Value to the client
The service is intended to give leadership a centre that is designed for its commercial goals, a lead system that is measured from first contact to sale, and managers who can run the operation consistently.
The engagement is tailored to the organisation and its agreed scope, and progress is assessed against measures defined in advance. We do not promise lead volumes or commercial results.
Questions we are often asked
Do you run the centre for us?
No. The client keeps ownership of the operation, its budgets, its customer data and its results. We design, set up and develop the centre, and we support the live operation by developing team leaders and managers.
Do you generate the leads or only advise?
Both, step by step. We design the lead-generation system and carry it out with you, from sourcing and campaigns to platforms, conversion testing and quality measurement. We do not promise lead volumes or results.
What if we do not yet have the staff or the systems?
The first stage identifies what the centre needs, including people, systems and management, and sets it out in a business case before anything is built. Hiring is done by you. We can also take on the deployment of your CRM and telephony if you ask us to.
How does this differ from Sales, Service and Operations?
That service improves sales, service and operations across the business. This one is for the centre itself: its operating model, lead flow, management routines and economics. Where a project covers both, we combine them.
What about rules on calls, consent and data?
Designs take account of the rules on outbound contact, consent, recording and customer data that apply in each market. We do not provide legal advice.
Experience
Approximately 30 years of professional experience across sales, customer service, marketing, operations, management and business development stand behind our work, with particular expertise in hospitality, tourism and call centre operations.