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ZACSON WINS SIXTH 'TELO' AWARD FOR IBM CALL CENTER; ANNUAL AWARD TO TELEMARKETING SERVICE COMPANIES GIVEN FOR INNOVATION & QUALITY

 PLEASANTON, Calif., Nov. 15 /PRNewswire/ -- Zacson Corp. won the "TELO" award for outstanding and innovative work in telemarketing for the sixth consecutive year. This year the award was won for the IBM Teleservices Center in San Jose. The award was announced at the American Telemarketing Association national convention in Dallas on Nov. 2.
 The IBM Teleservices Center, staffed and managed by Zacson on-site at IBM, is one of the first in the country to integrate customer service, telephone sales and direct marketing. Serving Northern California, the Teleservices Center supports IBM's AS/400, RISC/6000 and PS/2 customer base of over 150,000. Within the Teleservices Center are: a Customer Service group, responsible for handling simple inquiries to complex problem solving and technical support; a Telesales Group, responsible for account management and sales of IBM products and services; and a Direct Marketing Group charged with generating leads for new products, upgrades, service contracts or seminars.
 Zacson's goals were to elevate customer satisfaction, lower the cost of customer contact, off-load customer support calls from field sales reps, develop a direct marketing program to shorten the sales cycle and generate new leads, create a cost-effective telephone sales channel, ensure scheduled and consistent account coverage to all IBM customers, and to build a comprehensive customer database by consolidating multiple databases and expanding account information. Each one of these goals were met or exceeded by the Teleservices Center.
 A recent survey of IBM customers reported that customer service "exceeded expectations" 78 percent of the time. The cost of customer contact has been reduced 97 percent from nearly $500 for a field sales visit to an average of $15 for a telesales contact. Field sales cycles have been shortened by as much as 80 percent with Zacson achieving 125 percent of goal on the number of leads generated. One successful campaign targeted dormant accounts and generated over $300,000 in new revenue. Total project revenues are now over $7.5 million.
 "The integration of diverse corporate cultures was a huge challenge. For IBM to out source the on-site call center and incorporate teleservices in their marketing strategy represents a fundamental change in the way they do business. The results speak for themselves," said Dwaine Canova, chief executive officer of Zacson Corp. "Both IBM and Zacson are extremely proud of the work we have accomplished, and our Northern California Teleservices Center is now the template for three other IBM Teleservices Centers around the country."
 Zacson believes that integrated call centers such as the one implemented for IBM will become a mainstay of corporate marketing strategies.
 Zacson Corp., headquartered in Pleasanton, is one of the leading providers of telemarketing, sales-support, customer service and direct marketing services in the country. Contact Peggy Moretti at Zacson Corp., 3825 Hopyard Road, Pleasanton, CA 94588, 510-463-7300.
 -0- 11/15/93
 /CONTACT: Len Fernandes, 510-538-8916; or Jennifer Levine, 714-489-5707/


CO: Zacson Corp.; IBM Teleservices Center ST: California IN: CPR SU:

MF-LM -- LA013 -- 4334 11/15/93 11:01 EST
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Publication:PR Newswire
Date:Nov 15, 1993
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