One-to-One in Action
Capsule success stories show CRM works Portland Trailblazers obtain 16,000 new customers Situation: Needed to pre-sell 5,500 season tickets and increase sales and loyalty among customers but had an outdated, inaccurate database.
Solution: Using CRM software, integrated new demographic information from fans themselves and stored information into database to be used during sales and marketing campaigns. Increased automation by sharing database and processes across organization.
Results: More than 6,400 season tickets sold with 16,000 new customers, easier access to customer information, ability to track sales and marketing campaigns, and ability to create events/services that target appropriate consumers and sponsors.
Ticketmaster uses personalized e-mail to build customer value Situation: Ticketmaster sought to strengthen long-term value of customer relationships.
Solution: Using E-Dialog, it launched a three-step, permission-based, personalized e-mail marketing campaign to promote a Bruce Springsteen reunion tour. The E-Dialog team personally handled all ad hoc messages, ensuring no reply went unheeded.
Results: Generated 47% response rate and 20% conversion rate (customers who chose to clickthrough and purchase the offered item) with a less than 3% opt-out rate.
Nissan North America saves $1 million in campaign costs Situation: Repurchase rates of 30% lagged behind competitors Toyota and Honda (whose rates were 40%) due to lack of customer base knowledge.
Solution: Coordinated information from various sources and analyzed customer information to enable real-time personalized interactions with no duplication of marketing promotions.
Results: Saved $1 million on campaign costs by paring down people targeted. Gained ability to see trends and changes and relate them to marketing and media planning. Created profiles of customer buying models.
Zane’s Cycles, a local bike shop, captures 65% of market Situation: Local specialty bike shop concerned about new competition: Walmart and a sports superstore.
Solution: Built a database to 27,000 names by offering a free lifetime-service warranty covering all repairs, identifying all customers and capturing new information with each transaction. Used database to cross-sell and upsell products.
Results: Doubled business in two years to $3.5 million and captured 65% of the bike market in this county.
HP reduces channel switching: 100% Situation: Lack of a strong program to measure marketing campaigns. HP was distributing leads to some 60,000 resellers in 20 countries, who often filled the orders with competitor’s products.
Solution: Used the Internet to integrate all customer touchpoints and close marketing loop. By applying Internet marketing techniques, the company built direct-facing relationships with customers and engaged them more broadly to get to know customer and channel partner concerns. Measured what worked.
Results: Reduced channel switching for customers between HP and resellers by 100%. HP revenues have climbed 250%.
