The Affinity Group manages incoming calls regarding membership, new member acquisitions, sales,
renewals, change of address information, roadside assistance, and provides help in travel planning. In
addition, they conduct a growing number of outbound calls to members — more than one third of the
total monthly calls handled in the contact center are outbound interactions.
To best meet its strategic objectives with such a large and diverse audience, in December 2006, the
company developed a focused strategy for training and segmenting agents based on the different
recreation interests, company brands and clubs, such as RVing, tent camping, ATV riding, snowmobiling,
boating, and motorcycling. Affinity’s approach was to develop a revised contact center structure to
target and segment the larger recreation market into niche groups and clubs.
Since beginning their initiative in late 2005, the Denver contact center has seen significant positive
results, including reduced call handling times, reduced abandon rates and increased member
satisfaction. As well, in 2007, Affinity saw an increase in total revenue growth from $11.8 million to
$12.6 million, an increase of nearly 7 percent.