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Snap Marketing Case Study

Successful cloud migration for a marketing BPO

Background

Snap Marketing is a marketing BPO with approximately 350 agents. They maintain a large number of client partners with a substantial proportion of those in the medical/ health care industry.
Snap selected Nextiva due to Nextiva’s cloud-native architecture and automation capabilities.
Since go-live, Nextiva has enabled Snap to substantially reduce internal IT requirements due to the move from on-premises equipment to a cloud platform. Nextiva has additionally enabled CRM to automate multiple elements of business processes, offering significant increases in efficiency on both the enterprise and individual agent level.

Snap Marketing takes a modern approach to referral-based marketing BPOs. With several hundred partners on both the lead generation and referral side of their business, Snap’s business depends on an arbitrage model. They pay for leads, qualify those leads and set up a sale, and then make a warm (agent-assisted) transfer to one of hundreds of referral partners for the particular product or service in question. In practice, this requires a system that can determine in real time who the right target is for the warm transfer. By “right,” we mean which partner will pay Snap the most for the closed sale.

Nextiva for Marketing BPOs

Snap is a prime example of a modern marketing BPO with complex business processes. As marketing becomes increasingly driven by real-time changes to lead lists, campaign goals, and outcomes, marketing BPOs need contact center platforms that can both enable and enhance those processes.

Furthermore, marketing-specific platforms are largely cloud-based, whereas the contact center industry is still in the process of moving to the cloud. Snap’s need to eliminate their on-premises solution and move to the cloud exemplifies the challenges many other marketing BPOs face in this time.

Goals and Selection Criteria

Snap’s on-premises contact center platform was not able to handle their throughput. They had consistent problems with maintaining proper connectivity on site, even after upgrading their internet connection with the help of local consultants. The platform could only dial so many calls before it would hang, crash, or otherwise limit productivity. Furthermore, Snap needed to offer agents a simpler experience. Finally, Snap sought to automate several parts of their daily contact center operations that required significant manual intervention.

Technology Upgrade

Snap wanted to introduce automations in order to make both their agents and daily referral-based operations more efficient.
Snap also wanted a platform that could handle the substantial increase in volume their business required; they needed an outbound dialer that could work at scale, reliably.

Results & Benefits

Before	With Nextiva
Agents had to manually key in the number for a given transfer, increasing the time a customer was on hold and making a closed sale less likely.	Nextiva created a one-click solution to this in our IO Action matrix, enabling agents to initiate a warm transfer from the same screen they were on with no manual entry required.
The rates paid by their referral partners change several times a day, so there was no efficient way to manage this process manually. Snap could have left money on the table on each sale prior to their Nextiva integration.	Nextiva connected to Snap’s database of pay rates and applied our native process automation logic to this, ensuring that on each outbound warm transfer, Snap gets paid the most.
Snap was performing manual lead entries into their dialing lists, requiring human intervention and slowing the time from lead acquisition to action.	Nextiva provided Snap an API endpoint for their lead-gen providers, enabling real-time automated updates of lead lists. This increased efficiency and reduced time to sale.
Snap’s dialer was not able to handle their outbound predictive dialer, frequently crashing or causing dropped calls.	Nextiva enables Snap to make tens of millions of calls per month, with seamless, reliable performance.
Snap’s on-premises equipment caused issues for their agents, with voice quality and connectivity problems.	Nextiva’s cloud-native architecture enabled Snap to eliminate these pain points and ensure consistent, reliable connectivity for agents.