Customer Relationship Management
Which?
Challenge: Turn a one-off hook into a long-term relationship.
Solution: Develop an ECRM/CRM programme which uses initial need and behavioural/engagement activity to deliver a highly personalised programme demonstrating lasting value to the customer.
Results:Retention rate up from 42.7% to 43.7% for subs recruited within 12 months and up 2.3% yr on yr for subs retained after
12 months 2009/2010. Cancellation rates down 16.5% for subs receiving the Which? Local campaign vs those that didn't.
Tesco Bank
Challenge: Improve retention of General Insurance customers.
Solution: Combine insurance conventions by targeting those who are likely to shop around, but who also engage with a key Tesco USP - Clubcard Points.
RIAS
Challenge: Start the relationship with new customers on the best possible footing.
Solution: Tell the RIAS story in a way which is servicing rather than selling and which continues the award winning service the customer would have experienced making their purchase on the phone.
Results: Pack is now in test mode but approach is now being rolled out to other communications.
Oxfam
Elements from our Welcome programme for Oxfam - designed to combat attrition by thanking donors and by demonstrating that positive change is possible.
