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| Automated Campaign! Better MFA! Shorter time
and quicker response |
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 The
Challenge
The company had been struggling for years with customer communications
management that was based around a paper intensive environment.
Redundancy and low productivity was compounded by a high wastage
factor. The entire system needed to be revamped so that a more
efficient and productive marketing environment could be created.
And build a higher success ratio.
An estimated 94% of US Internet users have email, accounting
to 35% of the total US population as per eMarketer. Forrester
Research reports email use accounts for over 35% of all time
spent on the Internet and estimates that 50% of consumers will
be communicating via email .In such an environment it does not
make sense to work with paper based direct mailers. Since a
study by Conning & Co -- "Insurance & Technology
-- Leveraging the Drivers of Competitive Advantage" which
showed that the average office worker maintains 20,000 pieces
of paper and spends between 7-25% of the day searching for necessary
information. This is compounded by the large amount of direct
mailer development cost and time over-runs.
The following objectives were identified for the company: There
existed a large and extensive list of existing customers. Integration
of the contact data, with the hosted email marketing system.
This was required for better market force automation and improved
customer service. Automation of the marketing interface with
the content developer and multi-functional communication tools
to bring about seamless connectivity to smoothen out work and
process flows. This included the integration of the email engine
with the list management, campaign execution, and professional
message designing, and reporting. The application thus reduces
the campaign cycle.
Web-enabling of permission based email marketing needed so that
conversions from sending newsletter campaigns to sales could
be affected online. |
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The
Solution
We were involved in this project from the start on a turnkey
basis.
We evaluated tools in the areas of email marketing for better
customer relationship management, user productivity and marketing
communications. The NewsletterOrganizer was customized to the
client's specification .After implementation of the applications
the client was able to start work immediately because this a
web based application where he needs only an internet connection
and a browser. The import facility imported the contact data
from existing operations to the application.
This complete solution ensures creating large customer segments
or groups with similar profiles or needs. And sending them permission
based professional messages for superior customer experience.
Also the email management enables tracking of customer responses,
personalization of message and salutations, and response management.
This leads to two major benefits of a hundred fold reduction
in cost compared to printed direct mailers and the shortening
of the campaign cycle from designing to execution by a tenth.
In a favorable environment the customer response increased significantly
compared to the number of people contacted. The core objective
of a higher customer sales ensued. As a customer retention tool
the email management worked as a superior tool at a very low
cost, with high ROI being a web browser based hosted application. |
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Case
Study 1