Kcom works with Mediahawk to give Myriad of opportunities to leading University.

09 Nov 2010

Clearing is the process during which prospective students apply for a place at university during the summer once A-Level results have been announced. This year saw an unprecedented volume of calls in late August due to a reduced number of available places.

Mediahawk worked closely with the University to provide a call management solution which helped them track key information from Clearing-related phone calls. The aim was to capture detailed information to help them gauge the effectiveness of their marketing campaign and improve responsiveness, creating a much simpler and streamlined application process for students. This information proved particularly valuable this year, as the University received an incredibly high volume of call traffic.

In just 13 days, 30,000 calls were taken, with a total of almost 7,000 calls being Clearing related. This high volume of calls, and the rich data they held, would have been lost without the adaptable and tailored call management solution Mediahawk delivered. Using the flexibility offered by Kcom’s Myriad platform, Mediahawk developed a solution which provided a wide range of tracking options – encompassing the source of caller (advertising, direct mail etc), their location, time before answering and the ratio of calls being answered to those getting an engaged tone.

As a result, the University was able to make detailed analyses of the responsiveness of its ‘call centre’, for instance recognising that 17,000 calls were received on the first day while only 11% were answered. Armed with this information, staffing adjustments enabled an impressive 83% answer-rate for calls on the second day. Critically, the data provided clear feedback on response levels generated through advertising and other online media, indicating which delivered clear returns on investment.

Due to the flexibility offered by Myriad, Mediahawk was able to create a solution which provided the university with accurate data on specific issues. As a consequence, the University is able to plan its clearing strategy for the coming year more effectively, while simultaneously preparing a more refined and targeted marketing campaign.

Contact

Bianca Keeble
Kcom
bianca.keeble@kcom.com
07720 311540

About Kcom

Kcom, part of the KCOM Group PLC, provides communication services for multi-site enterprise and public sector organisations across the UK, and has a well established reseller channel. As an independent provider of these services, supported by its BT Wholesale partnership, Kcom is able to offer advanced network capability and related added value services, coupled with a flexible approach to delivering a different class of service to its customers.

Its customers include GVA Grimley, British Airways, North Wales Police, Specsavers, City of London, Phones4u, Rosslyn Analytics, Hermes, University Hospitals of Morecambe Bay NHS Trust, Windsor Telecom and Diva Telecoms.

About Mediahawk

Mediahawk is a technical marketing agency, providing business owners with a clear idea of their return on investment from marketing. A number of tools are used to provide this information including call recording and response monitoring. Mediahawk also provides web design and development as well as online marketing services. www.mediahawk.co.uk