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Exony | The merits of homeshoring |
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Rainier PR client Exony is the leading provider of interaction management software that enables better reporting and measurement of virtualised contact centre operations. A significant player within the contact centre industry, Exony was keen to build upon this position and generate brand exposure within the IT and business press that highlighted the merits of Virtual Contact Centres (VCCs) and provided a platform to talk about the benefits of its flagship Virtualized Interaction Manager (VIM) product
The campaign
Today, global competition demands world-class customer service. To achieve this requires unprecedented agility, quality and performance from an organisation’s contact centres. Operational and business managers must therefore balance agent skills with current and future customer demand across the whole organisation. Virtual contact centres enable this by incorporating agents from multiple sources, such as home-based and back office workers, third party outsourced agents and staff in other geographical regions.
Rainier PR identified Work Wise Week, an event dedicated to encouraging smarter, more competitive working practices, as the perfect springboard to elevate the virtual contact centre story by highlighting the benefits of enabling contact centre staff to work from home.
To help drive traffic to Exony’s website, Rainier PR worked with the client to develop a white paper and best-practice guide for companies looking to adopt ‘homeshoring’ – enabling agents to work from home. A central theme of the white paper was how a company’s environmental impact could be reduced by eliminating commuting for home-agents.
Adopting a three pronged approach, the campaign was tailored to have maximum impact with the business, IT, HR and contact centre press. Three distinct press releases were created: the first was based around the C0² emissions that could be eliminated by enabling the UK’s contact centre agents to work from home; the second highlighted the wider talent pool the industry would have access too; and the third explored the economic benefits that can be achieved through homeshoring.
Tying into a nationally recognised event, such as Work Wise Week, is a potentially risky strategy as the event is often targeted as a means of promotion by many different companies, and there is a danger your announcement will get lost in the noise. To reduce this risk Rainier PR engaged Work Wise before the event and secured a quote from its CEO in the Exony press release. This provided Exony’s announcement with further credibility, and in terms of timing, allowed the announcement to be made ahead of the curve.
The results
The campaign proved hugely successful in increasing Exony’s profile, generating coverage across the media spectrum. More than 40 articles have appeared to date within business, IT, HR, regional and contact centre media and coverage is still arriving. Hits have included VNU Net, London Stock Exchange News, The Birmingham Post, IT Week, OnlineRecruitment, CCF, Contact Centre Link and Yahoo News.
Because the campaign helped set the contact centre agenda, Exony has become a recognised authority on homeshoring, green issues, VCCs, commenting regularly in the press. The company has also been approached about speaking at a forthcoming high profile seminar on enabling contact centre agents to work from home.
The campaign led to more than 100 white paper downloads from the Exony website.
“We always expect great things from Rainier PR, but this time they’ve excelled themselves. The campaign has helped us raise our profile and take ownership of a business issue amongst a wider audience. The team understands where our technology can be utilised and we expect to see significant returns as a result of this campaign.”
Ian Ashby, CEO, Exony
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