Selected Client Success Stories

>> Driving Performance
>> Accessing/ Analyzing Customer & Business Data
>> Deploying CRM & Campaign Management

DEPLOYING CRM & CAMPAIGN MANAGEMENT

Distributed Campaign & Reporting Tools to Empower the Organization
An upscale global service company, InterContinental Hotels, lead their industry by having a central database of all their customers, not just those participating in the “frequent customer” program.  All marketing programs were generated by the central office – which unfortunately lacked sufficient staff and didn’t fully understand the needs of the regional offices.

The organization invested heavily in attempting to build a database and campaign management system to meet their needs.  However, the custom software development was expensive.  Development was halted before any tools could be delivered to the regions.  Their advanced customer database remained under-utilized in the central office.

The marketing executive was determined to leverage this database and found Mastery Marketing Group, developer of Customers121-CM. A  tailored version of C121 was implemented. With its regular updates and easy to use interface, the marketers found C121 efficient and effective for both ad hoc reporting and distributed campaign management.  Regional marketers could target and execute their own local marketing programs…programs which better met the needs for that region, without adding to the workload of the central office.

Integrated CRM Support:
The insurance division of a midwest firm had a central marketing department that designed and executed marketing programs.  These programs drove prospects to call in, walk in or connect online to one of the various branch offices.  Beyond this general advertising, however, sales agents were responsible for driving their own leads by doing their own mailings and cold calling from rented prospect lists.  The organization needed a CRM lead and contact management system to “close the cross-selling loop”.

A customized version of the C121 AgentDirect system was implemented, leveraging their central customer database.  Using it, agents can now go online and order targeted lists of prospects from a central ordering system.  Customers and prospects in the agents territory are sent personalized mail or e-mail communications targeted with special offers.  Cross-sell and retention offers are easily and efficiently sent to targeted customers across the different product lines …essentially “hands free” for the agents.

Agents quickly access and view daily contacts with follow-up actions. They can access and work their “call lists”. As soon as leads are captured anywhere in the organization, they immediately appear on the agent’s screen for rapid response.

Agents can immediately access not only lead information, but also full customer info across all customer systems in the company.  In addition, the customer service staff of the local office can now use the same system to obtain a full picture of the customer without having to access several systems for that information.

In short, Agents are now better able to talk one-to-one with a prospect or customer, see their history and develop a more personal relationship with them.  They are able to offer the customer products and services that better fit their needs.

InterContinental Hotel's regional marketers can now plan and execute their own programs.

For more information:
info@customers121.com
or call: 1-800-MKT-0121