CleverVoice provides a very exciting new response channel for marketers. You can’t get any kind of response, of course, without first getting attention - and this is where SMS excels. Most consumers feel compelled to check their SMS messages as soon as they can. Adding powerful voice messages to this, is an exciting development. Having the ability to make the voice messages then interactive means they can drive instant action.
For financial services marketers, another great benefit is the ability to send personalised, well branded and interactive communications through what is a highly confidential channel. All in all, CleverVoice offers financial services companies another powerful communication option… to support sales as well as service.
Having identified we had some challenges communicating effectively with the UK and Ireland sales teams, our Communications team highlighted the CleverVoice service as a possible solution. It immediately enabled me to share regular and engaging weekly updates with my field based colleagues, which in the past has been difficult to do due to their remoteness and the overreliance on using emails - which may lose impact within a busy inbox. Having a voice message which they can listen to on their mobile phones, means they can access the message at a time convenient to them throughout the day. We are seeing a confirmed listen rate to my messages at 70% - much higher than traditional methods have delivered for us.
It’s easy to use for both me and the recipients of my messages. I particularly like how I can gather data: such as how many people have listened to my message. I have also sent out a survey using CleverVoice, and the vast majority of the field force finds this format of weekly updates very useful and engaging.
Using CleverVoice has worked really well for us for a series of events, getting important information out in a quick and easy way – but with the personal touch we wanted. With very high listening rates at over 70%, it helped to drive participation in important and highly successful fundraising events, minimising last-minute drop-outs – indeed this year we saw no one drop out at all on the day. (more…)
CleverVoice has been used by WaterAid to help build engagement with their donors for a major campaign – The Big Dig – seeking to raise £1.2m to help give 134,000 people in rural Malawi clean and safe water.
The donors send premium texts in response to a radio advertising campaign, featuring DJs across the country – including Loz and Keith at Kerrang Radio! Nigel Williams at Jazz FM and David Heane at Real Radio . Whilst being very easy for the donor, it doesn’t enable the charity to know who the person is – all they have is the mobile number. By using CleverVoice to send a message to the numbers, the donor is firstly thanked in the alert – and also teased into listening to the message by the relevant celebrity – with different messages sent out linked to the source of the donation.
The celebrity messages encourage donors to follow progress of the campaign – and see where their money is being spent and the results. Building involvement is key to WaterAid – and the data generated will enable those more engaged to be selected for future activity.
CleverVoice has brought another level of exciting innovation to WaterAid’s Big Dig Appeal. It has offered us a great opportunity to return to our supporters with messages of thanks directly from the celebrity DJs they texted in to which creates real continuity with the radio appeal.
Throughout the campaign, our CleverVoice messages, both from radio DJs and from the field, encourage supporters to visit the blog to see how the work is progressing in Malawi and the difference their gifts are making. With listen rates already exceeding targets at over 30% we’re hoping this will help ‘close the gap’ and deepen supporter engagement.
As a process it’s quick and straightforward to use, very flexible in terms of content and with realtime results, it’s very easy to target and refine the journey. We’re looking forward to understanding how CleverVoice has impacted on the stewardship of these new supporters and how their support of WaterAid continues.
We have been using the new CleverVoice voicemail system integrated within Reapit’s software and have had some great results; being able to get in touch with our applicants in personal way, hundreds at a time, letting them know of new instructions and price changes.
Using CleverVoice has enabled us to reach a much wider number of people in a cost and time effective way with good feedback from applicants on the service. They like the fact that they haven’t been disturbed by a call at an inconvenient time and can respond to the voicemail to get the service they wish, without needing to call back. It is good to see responses within minutes of a CleverVoice voicemail being sent, coming into our inbox. We also know then who to approach and who is serious about the message sent to them. We have seen good response rates already at 16% of applicants wanting viewings or more information on properties. As customers get more used to the service, we expect these rates to rise.
Lawrence Rand will be using CleverVoice in many more ways: getting touch with landlords, tenants, offering services and market surveys. It is an easy and effective way to be in touch with people to do business with, how else can I get in touch with dozens or hundreds of people, where the personal touch is important with the same message, in a few minutes!
I believe this is a fantastic business tool and a great way to get an edge in a highly competitive and fast moving market. I recommend anyone in the estate agency world to seriously look into CleverVoice; I can see it also being used in other sectors where people need to get information out to a lot of people, in a more personal and powerful way, that a voice message does and get an immediate response
For the highly successful 2014 Gherkin climb – the NSPCC used CleverVoice to send messages from Peter Wanless, the CEO, to help recruit climbers. Nearer the event, we sent a message to remind participants of the date and the importance of raising funds – using an Ambassador to drive interest. The event participants were up over 40% on the 2013 event and funds raised will be over £200,000 – and we are grateful for CleverVoice’s help in us exceeding our targets
Whizz-Kidz used CleverVoice ahead of the London Marathon, to talk to those taking part in support of our charity. We saw very high listen rates at 64% – and it proved to be a highly cost effective way to get a powerful voice message to people – thanking and encouraging more fundraising activity.
The service was very easy to use – and we will be using it moving forwards across a range of our activity. Whizz-Kidz used both a message from an events manager, and also from an Ambassador to give impact – and I would recommend other charities look at the service to improve their communications using the power of voice. Knowing who has or hasn’t listened and the ability to be put through to a designated number after hearing the message, are very useful features
Racing UK, a leading satellite and cable channel dedicated to horse racing, has used the CleverVoice system and new Hot Transfer Call feature to increase its subscriptions. Clive Cottrell, Director of Marketing at Racing UK, commented, ‘We worked with CleverVoice to roll out a campaign to encourage lapsed customers back to the Racing UK TV channel by offering a free month’s viewing. Previously, we had used direct response television (DRTV) which proved to be a successful way to recruit customers, but we also wanted to test response rates using alternative direct marketing tools. The CleverVoice campaign worked well for us; we used leading jockey Hayley Turner’s voice to attract customer interest and received a good level of response.
We have successfully used CleverVoice in the past but for this campaign we utilised the new Hot Call Transfer function, which allows customers to go straight through to our call centre with one click. Nearly three quarters of respondents chose to be put through directly to our call centre. The customer experience of the campaign was very positive as they were served immediately, and we also reduced our cost as we did not need to invest as much in staff time for the call centre. The CleverVoice campaign was very successful, with around a fifth of the respondents converting to full paying customers. We are looking to use CleverVoice again in future campaigns, based on this success.
We worked with CleverVoice to target our lapsed customers, ahead of The Cheltenham Festival, as part of our major marketing campaign. CleverVoice sent a voice message from the jockey Ruby Walsh, reminding them of Racing UK and explaining a special offer to re-join. This worked well alongside our other direct marketing and advertising activity – with the messages going out in bulk seamlessly.
Overall, Racing UK’s campaign was highly successful, and we were pleased with the contribution CleverVoice made – with very high conversion rates at c. 55% from the qualified leads generated, to become our customers once more, when called by SKY’s call centre.
NRS have tested CleverVoice both internally and on behalf of our media clients. We found that customers are generally happy to receive messages in this way and, where there is a strong connection with the media company/celebrity voice, we saw good listening rates – as high as 57% for messages marketing our events. Almost 100% of those listening to the voice messages, listened to the very end.
The CleverVoice system easily allows a sender to track individual messages to see who has listened with results coming back in real time both individually and in aggregate data.
We believe that the service provides an innovative way to utilise a celebrity’s voice to get customers’ extra attention and could have wider application in the media industry, particularly with radio.