Case Study: Road Runner Sports Keeping Pace

Beside purchase history, RRS gathers detailed information from conversations with phone reps, through behavior, via letters and e-mail. Phone reps are trained to record running habits, as well as mention of an injury, a preference for fabric, or a race being entered.

“Our reps connect with the customer,” says Gotfredson. “Most telemarketers want you to get on the phone, make the purchase and get off. We tell our people to connect with accomplishments, talk about running products and services in catalogs, not just rush through the call. The cost to do this is huge. Typical talk time is six to seven minutes, but payback to the customer is that he gets something that works for [him]. And we get loyal customers.”