Student Loan Product Development

Product Design and Multi-center Campaign Management

About Student Loan Clinic

Student Loan Clinic (SLC) is a service that helps people work through their options for federal student loan repayment. SLC is purpose-built for telemarketing using offshore call centers and back-office operations. A group of offshore BPO vendors handles these activities.

The Challenge

The brainchild of a highly experienced telemarketing entrepreneur, he contacted Atelier Lumikha to assist in the product design, marketing presentation, and to develop an end-to-end performance management system.

Selecting Lumikha for an assignment of this scope was a no-brainer since we have a rare combination of expertise in marketing, application development, and offshore outsourcing.

The Solution

Product Design

  1. With an entirely service-based solution that relies on proprietary processes to support publicly available access to loan extension and mitigation documents, it was important to develop mutually reinforcing brands to present the various aspects of the operations matrix: sales, document processing, plus billing and support.
  2. To develop these three entities, we collaborated on the marketing design and the operational approach thinking extensively about how to integrate performance monitoring across call centers in disparate locations.
  3. Everything from logo designs to the center SOPs aligned with client objectives for detailed reporting of on-the-ground activity. Tight alignment and transparent communication were the foundations for consistent iterative performance improvement.

The Platform

  1. The system, dubbed Viridian, delivers live performance data for shift management and tracks individual performance downstream through agent and center sales execution, integrated quality assessment, and retention.
  2. The tool gives centers insight into actionable performance data, which they feed to their operations teams. Lumikha identifies strategic and tactical areas for improvement and supports the centers with daily calls to disseminate crucial information and collect feedback.

The Call Center SOP

  1. With a platform for consolidated operations complete, Lumikha worked on call center recruiting and orientation to launch the company’s sales efforts in several centers located in India, Pakistan, and the Philippines.
  2. Lumikha organized program launch around a comprehensive set of standard operating procedures derived from Lumikha’s in-house operating protocols. These were documented into online learning and made available to the call centers selling and supporting the service.

The Result

Ultimately, the Student Loan Clinic was absorbed into a debt consolidation organization and its services discontinued. The platform and SOP remain essential tools in Lumikha’s multi-center management activities.

BPO Project - Marketing Attack for Dive Resort

List Building & Content Marketing for Dive Resort

About Scandi Divers

Scandi Divers is one of several properties majority owned by an American with business interests in the Philippines, China, and the United States. The resorts sit in a popular dive destination on the north end of Mindoro, an island roughly three hours south of Manila. The resorts work in concert to accommodate travelers, catering to scuba divers in particular.

The Scandi Divers group offers a low-key, warm ambiance that, when combined with the tropical atmosphere, make for a relaxing place to dive, watch fantastic sunsets, snorkel, and relax.

The Challenge

After a chance meeting at the Malasimbo Music Festival, Scandi’s owner approached Atelier Lumikha to develop a link building campaign.

Following research and interviews to understand the customer’s underlying objectives, we concluded that web traffic was simply a means to attract a more diversified traveler profile to the resorts. Further, direct engagement with previous guests and demographically desirable prospects would circumvent costly traveler referral networks like Booking.com, Agoda, or TripAdvisor.

The Solution

The List

  1. Based on Scandi’s objectives, we decided to consolidate previous guest information with new data from Lumikha’s house list of expatriates in South East Asia.
  2. We also grew and refined the list paying attention to markers such as scuba diving group participation on LinkedIn and Facebook as well as TripAdvisor reviews.

 The Content

  1. Lumikha created an editorial calendar of weekly posts and developed a set of guidelines for post-able blog and social media content including diver certification photos, underwater imagery, and event announcements.

The Campaign

  1. By sending periodic emails to prospects and previous guests, Lumikha ensured that Scandi’s chief attraction — reasonably priced vacations in a world-class dive location — were constantly top-of-mind.
  2. Image sitting in an office or cubicle and receiving a reminder of your dive vacation or a short glimpse of tropical paradise. The campaign emails were calculated to drive people to the site and relive their Scandi visit or meditate on the superlative diving in Mindoro.

The Result

The campaign served to kickstart marketing mindfulness within the Scandi organization, and they began preserving their valuable data assets in the form of prior visitor information.

Combined with the staff’s general attitude of hospitality and warmth, Scandi grew its operation through acquisition as its room occupancy continues to grow.

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