• Client: Eyretel
  • Date:
  • Skill: PR strategy, PR operations

After nine months of hard work RubyCom and Eyretel together created significant awareness for Eyretel. News and stories had been picked up about 50 times in the media.

Open the door to new markets

In many countries round the world voice and data recoding is a part of daily business. In Germany though, it is different. Call recording is widely applied to manage risks involved with regulatory compliance, but hardly any company uses it to monitor the quality of client interactions.

Since call recording is widely used to manage risk involved with regulatory compliance or the protection of public safety Eyretel was very well positioned in the finance industry and the public sector. But the company wanted to win new customers in other industry segments and explore new markets in central Europe.

The benefits of Customer Experience Management solutions exceed the advantages of call recording. Eyretel customers use them to train their employees, to optimize the hard‐ and software as well as the whole working environment.

In addition the system analyses the customer experiences as well as their needs. The results of the analyses help Eyretel ́s customers not only to improve the quality and efficiency of daily business but also the performance and commitment of their employees.

Even though these arguments did impress the management of potential Eyretel customers, they often feared that their agents would not accept the new system and expected difficulties with the unions. Some companies also thought that clients might not see the advantage of this innovative service.

For all these reasons Eyretel was looking for a competent PR‐ partner to minimize prejudice and communicate the benefits, opening the door to new markets. In addition Eyretel wanted to stress that the solution was capable of much more than just record calls: It helps to raise the quality of interactions as well as customer loyalty.

The Objectives

1. Generate awareness – Eyretel was as good as unknown in Germany

2. Raise the profile the customer – to position Eyretel as an international player and experienced company

3. Communication of facts – inform call center managers as well as end users about the benefits of call recording solutions

The Effect

After nine months of hard work we achieved a significant increase in awareness. News and stories about Eyretel had been picked up about 50 times in the media and after half a year Eyretel had established itself as a competent interview partner for the call center trade press community.

Through the placement of stories relating to topics that exceed pure call recording we managed to address new vertical markets.

The stories dealt with topics like quality management, customer relationship management, return on investment in call centers and voice over IP. Another campaign conducted together with Eyretel ́s competitors raised the topic Quality Management in the media.

Eyretel was bought by Witness Systems in March 2003.

Read the full story here.


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