BeachbodyReducesTimeto
MarketfromWeekstoDays
withSingleCommSolutions
ASingleCommWhitePaper,April2017
The billion-dollar health and wellness company has used
SingleComm’s dynamic script builder to realize greater
efficiencies to drive revenue growth.
Beachbody is a billion-dollar company that creates
revolutionary health products like P90X®, INSANITY®,
CIZE®, and Shakeology®. Its proven formula combining
fitness, nutrition, and support has helped thousands of people
transform their lives.
1221AlverserDrive.Midlothian,VA23113.(800)960-7153.www.singlecomm.com
The Challenges
Beachbody is a direct sales company that sells and supports numerous health and
wellness products per year through infomercials and e-commerce. In order to
effectively manage this high volume, the company engages almost a dozen call centers
in peak season for in-bound and out-bound sales. With as many as 75 promotional
scripts active at any given time, Beachbody faced a major challenge when it came to
revising and adjusting scripts in a timely manner. “Making modifications to scripts
would take an enormous amount of time,” says Lee Swanson, Beachbody Senior Vice
President of Telemarketing. “In our market, an enormous amount of time is not
acceptable. We have to be able to make changes quickly so that revenue isn’t
negatively affected.”
Considering that Beachbody is in the Health and Wellness business, the ability to tailor
different offers to specific customers is critical. This becomes quite arduous due to a
variety and large numbers of product offerings, which complicate script flows paired
with the necessity to cross-sell. “Beachbody needed a solution that allowed them to
retain complete control over the scripting process,” says SingleComm CEO and cofounder Michael Puccinelli. “The SingleComm solution provides visibility and insight
into the process so the company can quickly identify deficiencies in any script and, with
the push of a button, deploy changes.”
The Scripting Process
Call center agents follow scripts in order to provide the best and most effective
customer experience, and scripts are vital to the success of any direct sales company.
The process begins with the initial generation of the script, and then proceeds through
a series of Quality Assurance tests for final approval before it goes live and is used by
the call center agents. Being able to test a script’s effectiveness, such as through a
special promotion, is critical to a business’ bottom line. But it’s not enough to simply
gauge a script’s performance; it’s equally as important to be able to make real time
changes to the script in order to fully maximize its effectiveness.
This is where Beachbody faced a challenge. For example, when Beachbody develops
a new product for the marketplace, the company first tests it in a limited number of call
centers, rather than deploying it across multiple call centers. If the test is successful,
the successful script rolls out immediately. “The problem was that we would lose
significant revenue while waiting for the other remaining call centers to go up,”
Swanson says. “And during busy times with our most popular products, this could
mean hundreds of thousands of dollars lost because of this time lapse.”
If the script needed to be changed, that was another challenge. Because modifications
had to be implemented in multiple call centers – all with their own development teams
and platforms – the process took as long as 3 to 6 weeks. “That timeline simply was
not adequate for us,” says Swanson. Not only was the ineffective process delaying
Beachbody’s time-to-market, it was also expensive. Every script modification required
paying an outside programmer, which meant additional costs for the company.
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All-in-one customer engagement platform.
Version Management
Inefficient timelines weren’t the only factor affecting Beachbody’s revenue potential.
Because the call centers were completing the scripts at different rates and times,
Beachbody’s 75 scripts across multiple call centers meant the company had to
manage hundreds of script versions at any given time. “We would roll out a new,
modified script to a limited number of call centers, but then we would have to wait for
the remaining call centers to catch up to it,” explains Phil Yee, Sr. Director, Analytics
and Systems Support at Beachbody. “It took 2-3 weeks for that change to take
place, so we had to control for the fact the centers were running on different versions
of the script. That greatly impacted our ability to validate the scripts and report on
their effectiveness.” What’s more, Beachbody had to validate each script change
independently, which required a dedicated internal team of analysts and marketers.
Considering the pressure to deliver an amazing customer experience, and the large
number of scripts that Beachbody utilizes on a daily basis, A/B testing was also an
important feature. As important as it is, testing has historically been a complex,
time-consuming and costly endeavor, and time is already a concern due to the large
number of scripts.
Commflow - visualized communications mapping tool illustrating
real-time A/B percent allocation between two scripts.
The SingleComm Solution
Beachbody began searching for a tool that would allow them to be more nimble in
responding to market changes while eliminating the need for high-cost programmers.
They needed a solution that would ensure a consistent customer experience across the
entire network of call centers, while only building each script once, as opposed to
multiple times. “We needed to be able to change scripts ourselves with our in house
personnel, so we didn’t have to rely on outside programmers,” Swanson says.
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All-in-one customer engagement platform.
SingleComm’s Omni-channel tools like its dynamic script builder that not only reduces
script development time by putting clients – rather than developers – in control of the
process; but now can test messaging across multiple channels, including live agent
scripts, chat bots, IVR’s and more. "With one tool, you can do all of those," Puccinelli
says. "This eliminates the development time that has plagued testing. Part of the realtime testing is your ability to control the script/flow and cart in real-time to affect change
instantly."
Making a Choice
Beachbody evaluated several solutions before choosing SingleComm. “We tested
some very large companies in this space,” Swanson says. One of the problems they
discovered was technology latency that led to lost calls. As one of the biggest issues a
call center can face, latency occurs when a customer voice rings through, the agent
picks up the call, but the script doesn’t come up on the agent’s screen. “Those latency
issues don’t exist with the SingleComm solution,” Swanson says. But the robust
technology wasn’t the only deciding factor for Beachbody. “We needed a provider who
understood the direct response space and was very responsive,” Swanson says. “And
that is exactly what the SingleComm team is all about.”
SingleComm’s dynamic scripting tool checks all of the boxes:
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The centralized tool provides real-time data so leaders can see the effectiveness
of any offer or script.
This real-time data allows for in-the-moment adjustments. Script changes can be
made across all platforms and throughout any number of call centers
simultaneously, significantly decreasing time-to-market.
With minimal training, in-house staff can make script changes within the intuitive
tool, eliminating the need for expensive and time-consuming coding by outside
programmers. With the SingleComm dynamic script builder, scripts are created
through an easy-to-use graphical tool that works through drag-and-drop
functionality.
All-in-one customer engagement platform.
ScriptBuilding
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The Results
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Time to Market -- Since using the SingleComm dynamic script builder,
Beachbody has been able to slash the scripting process time from 3 to 6
weeks to a matter of days. “Speed to market has been the biggest benefit
we’ve derived from the SingleComm tool,” Swanson says. As mentioned
earlier, expediting the speed to market has allowed Beachbody to save
potentially hundreds of thousands in lost revenue potential.
Staffing Efficiencies: Not only is Beachbody better positioned to make
market-driven decisions, but it can do so with its own in-house staff, thanks to
SingleComm’s simple, intuitive interface. With minimal training, staffs are able
to build and modify scripts that in the past had to be done through coding by
programmers at a significant cost. This simple, user-friendly functionality not
only save times by keeping the work in house, it also saves money: Swanson
estimates the company saves approximately $100,000 annually just on script
building costs.
Real-time Changes: The SingleComm solution means that, rather than
waiting weeks for its multiple call centers to make script changes, Beachbody
can roll out a new offer or new product to all of its call centers in a matter of
days.
Script Validation: In the past, the Beachbody teams had to Quality Test and
validate every script in each call center. “It consumed a lot of our time,” says
Mr. Yee. Now that the process is centralized through SingleComm, it
significantly reduces our time to implement scripts.
A Foundation for the Future
By choosing SingleComm for its call center solutions, Beachbody has built a solid
foundation for developing new features based on the company’s future needs. For
example, SingleComm’s dynamic scripting tool is capable of working across platforms:
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it is a true Omni-channel solution. It can be used to create message flow for bot
technology, or automated response. “We’re always looking for new and different ways
to engage the Beachbody consumer,” Swanson says. “And with SingleComm, the
options are wide open. There’s potential in this system we haven’t yet tapped.”
1221AlverserDrive.Midlothian,VA23113.(800)960-7153.www.singlecomm.com
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All-in-one customer engagement platform.