Infinity case study

1. How to Best Leverage
Outsourced CRM
Solutions

2. Introducing
Stephen Griggs Ed McGuiggan
President/Owner VP Global eCommerce
Infinity Contact, Inc. Nuance Communications

3. Forces Driving Change
 Economic pressures are forcing
Board Rooms to
seek alternatives to traditional
distribution channels
 Traditional field sales staff can be
costly and inefficient

4. There is Room for Optimism
“If a window of opportunity appears, don't
pull down the shade.”
~Thomas Peters

5. Benefits
• Simple, flexible and scalable It’s a proven model
• Ease of inspection
• Increase focus on strategic products
that is industry
• Expedite speed to market agnostic.
• Reduce training time and cost
• Enhance measurement and reporting
• Real-time refinement
• Valuable information collected to
enhance future marketing efforts
3815 River Crossing Parkway, Suite 20 • Indianapolis, IN 46240 • 317.816.9336 • www.ataconnect.org

6. Design the Right Solution
Challenge Solution
Product focus Dedicated
agents
Cost of Variable cost,
Acquisition lower cost
labor, shared
risk/reward
Retention Targeted team,
process, metric
driven
Sales Metrics,
Management Inspection

7. Client Overview
• 57th largest international software company
• Offer world’s largest portfolio of speech and imaging products
• Consumer and enterprise solutions
• Annual revenues exceed $950M
• Infinity Contact client since 2005
• Headquarters: Burlington, Massachusetts
• NASDAQ: NUAN

8. Product Lines
• Dragon Naturally Speaking
• OmniPage
• PaperPort
• PDF Converter

9. Outcomes
 Create a viable telesales channel
 Maximize customer lifetime value
 Define and manage data strategy
 Expand telesales program

10. Creating a Viable Telesales Channel
• Analyzed customer purchase information
• Audited performance of previous contact center provider
• Designed a segmented contact program including
customized offers, scripts and reporting
• Implemented initial and established ongoing agent training and
certification
• Hand selected agents dedicated to this program
RESULTS:
• Expanded annual revenue generated by $3M*
compared to first year after launch
*2006 compared to 2008

11. Maximize Lifetime Value
• Scheduled campaigns to leverage upgrades and cross-selling
opportunities
• Segmentation strategies focused on prospect type and stage of
product lifecycle
• Integrated telesales efforts with other direct marketing initiatives
• Incorporated a customer loyalty model
• RESULTS:
• Stabilized and increased non-upgrade period RPH 31%
• Increased upgrade cycle RPH 34%

12. Define and Manage Data Strategy
• Integrated backend data systems (order entry, payment
processing, CRM, purchase history)
• Outlined data entry standards
• Managed ongoing reporting and analytics
• Received and incorporated updates on purchases made via other
distribution channels
• Administer all DNC compliance requirements
RESULTS:
• Increase average order size 21%
• 30% reduction in cost of sales

13. Expand Program
• Continually refined program based on results (scripts, offers,
process)
• Integrated additional product lines to maximize cross-selling
opportunities
• Established scorecards to track key process indicators
• Integrated product releases/upgrades into overall campaign
activities
RESULTS:
• Infinity Contact delivers 30% of e-commerce division revenue—
25% increase

14. Results
$20+M Generated Since Program Inception
$22,000,000 Nuance Cumulative Revenue by Quarter
$20,000,000
$18,000,000
$16,000,000
$14,000,000
Revenue
$12,000,000
$10,000,000
$8,000,000
$6,000,000
$4,000,000
$2,000,000
$-
Q3 2006
Q2 2007
Q2 2008
Q3 2008
Q4 2008
Q1 2009
Q2 2009
Q3 2009
Q1 2010
Q2 2010
Q1 2006
Q2 2006
Q4 2006
Q1 2007
Q3 2007
Q4 2007
Q1 2008
Q4 2009
Quarter
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15. Testimonial
“Infinity
Contact has become a true partner. Our product upgrade
programs continue to exceed our expectations and surpass our sales
goals through their ability to incorporate their customer loyalty model
into our business needs.
Their world-class representatives and conscientious management
team have risen to the challenge and realized success through their
marketing strategies.”
Ed McGuiggan
Vice President, Global eCommerce
Nuance Communications, Inc.
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