Case Study: Interface IT and The SMART Group - iKnock

Case Study Outline

In 2010, The SMART Group were approached with a requirement to develop a field marketing / direct sales model within the Queensland market. After 10 years specialising in the delivery of successful direct sales channels, The SMART Group were setting themselves to release the latest in mobile digital data processing technology through a partnership with InterfaceIT – iKnock.

Problem

In Australia, one of the largest energy retail players were experiencing issues with existing competitor channels failing and sales numbers being lower than expected. The SMART Group were required to implement a channel for this client in 3 weeks. The client had a range of products to offer in Queensland, and had done some propensity modelling to identify high / medium and low value customers at an area level. The challenge that existed was how to provide direct sales staff with the ability to review the product that should be offered to the customer prior to canvassing the property, and post interaction, how could we capture the outcome so that the marketing strategy could be updated further?

Solution

Within three weeks, The SMART Group implemented a comprehensive direct sales channel that included 40 staff, 4 Team Leaders and a Channel Manager operating out of our Gold Coast offices. InterfaceIT were engaged to provide a walksheet allocation system – removing all paper based area management and providing the staff members with the ability to profile customers before arriving at the property.

The technology saw each representative be given an Apple iPad, with an insulated leather case that was custom made to fit contracts for post-sale processing and protect the hardware from weather hazards. By merging the GNAF (Geographic National Address File) database with cadastral boundaries and Census mesh block boundaries, manageable blocks of houses (around 40 – 60) were created, and overlays displayed houses to knock and also those that should not be canvassed.

The iKnock system allowed Team Leaders to distribute and allocate areas to individual staff whilst in the field, in addition to providing the ability to track each interaction that occurred at a property. These interaction results were fed back to the client via a series of ongoing ‘response files’ that allowed their marketing team to profile the take up of products in different areas and determine a best fit ongoing direct sales strategy.

Success

• The SMART Group implemented both a sales channel and mobile data processing application in a tight three week timeframe.

• Channel management significantly improved, as reporting functionality via Apple iPad GPS allowed all staff to be located, and statistics such as area penetration and sales conversion now available in real-time.

• Product information displayed per property digitally via iKnock, allowing staff members to ensure the right properties are contacted and the right products sold.

• The allocation of areas to be canvassed significantly streamlined – all paper based walksheet processes removed and replaced with the iKnock technology.

• Team management allows users to be moved between teams via a web based portal.

• Reporting delivered via the internet, with clients able to access the performance results of all sales staff online, allowing effective business decisions to be driven down to the team.

• Video functionality via the iKnock system provides management with the ability to roll out new training modules remotely, and have staff complete these whilst in the field.