Stagecoach has extended the scope of its telemarketing activity in two new pilot projects being carried out at its South and Kent bus companies. Whereas marketing was previously carried out on a route by route basis, the new pilots cover entire operating companies.
The work has produced some startling results. Around 60% of prospective customers contacted requested a travel voucher to sample the services, compared to a 7% Direct Marketing Association average.
The results also show a significant...
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