wpc communication & design the role of interactive voice response in the dutch infoline on...
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WPC Communication & Design
The role of
Interactive Voice Responsein the Dutch infoline on smoking
Amsterdam, 15th February 2002
Agency
Building a brand. Various communication instruments determine the balance integrated media with design as the cement . Knowing target groups and how to take advantage of trends. The inspired search for a striking, effective, interactive and contemporary approach in package design, corporate communication, advertising and interactive media. In our own characteristic way; transparent, friendly, helpful and with a smile.
A MULTIDISCIPLINE AGENCY
Work
Package Design
Corporate Communication
Interactive Media
Advertising
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Network
WPC is part of Hangar 18, an international network of experienced consultants with strategic marketing insight for the integration of interactive technologies. Hangar 18 is an extremely active group in ICOM (see above). WPC coordinates Hangar 18 activities in Europe.
WPC is the ICOM agency in the Netherlands. The 76 ICOM Agencies form a worldwide network in over fifty countries with over two thousand clients: independent, fast, cost-efficient and with a multi-location approach. ICOM agencies stand for (international) integrated communication, or the integration of corporate communication, advertising, PR, package design, interactive media and direct marketing.
www.icomagencies.com
Milan
Oslo
Dublin
Madrid
Stockholm
Zürich
Amsterdam
Copenhagen
London
Vienna
Brussels
Helsinki
Paris
Lille
Dusseldorf
Munich
Austria
Belgium
Denmark
Great Britain
Finland
France
France
Germany
Germany
Ireland
Italy
Norway
Spain
Sweden
Switserland
Netherlands
DEFACTO
The Dutch Infoline on Smoking
Background
• Do You Know Do You Care?
• Feasibility study interactive voice responsefor addiction prevention and information(Ministry of Health)
• How to improve public information on addiction, cost efficient, effective, limited human resources,fitting existing organisations
• Ministry of Health Info lines on addiction
Background
welcome
Flow chart 0900-500 20 20 Ministry of Health Info lines
WPC ©
AlcoholAlcohol SmokingSmoking GamblingGamblingDrugsDrugs
Drugs Info line0900-500 20 23(and 0900-1995)
Smoking Info line0900-500 20 22(and 0900-9390)
Alcohol Info line0900-500 20 21
Gambling Info line0900-500 20 24
Interactive Voice Response
• Improved follow-up of mass media communication
• Improved efficiency in workload (DEFACTO, Trimbos-instituut, NIGZ)
• Improved availability(24/7)
• Improved reach (easy access, anonimous)
Research
• Tariff
• Availability of an operator
• More women phone (more men internet)
• Female voice for adults(Young male voice for adolescents)
IVR application
• Target audiences
• Wishes and expectations of information & services
• Structure and navigation(logic, number of choices)
• Content(‘personalised’ texts, directives)
• Tone of voice
Fulfilment
• Data enrichment
• Building a relational database
• Monthly marketing reports
• Bi-annual analysis for evaluation and adjustment
Facts & Figures 2001
• Calls 13.573
• Time spent in IVR 89%versus time spent with operator 11%
• Average IVR call 3,2 minutes• Average operator call 2,9 minutes
• Number of brochures ordered 8.049
Facts & Figures medio nov – feb 2002
• Calls 8.123
• Number of calls with operator 24%
• Average IVR call 3,2 minutes• Average operator call 3,2 minutes
• Number of brochures ordered 7.383
Facts & Figures medio nov – feb 2002
Menu options• Quit smoking 10.000• Passive smoking 600• Smoking and Children 300
• Listening to information 1.000• Ordering of folders 1.700• Operator 2.000
• Address of Quit Smoking course 35
I can do that!
Experience, ambition and creativity facilitate a succesful cooperation.
WPC would like to share this with our clients.
Marrit [email protected]+31-20-6623166