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| Managing customer lists, Cross selling different
range of products |
 The
Challenge
To plan the campaign to segment the customers and offer opt-in
opportunities to he new customers and allow cross selling health,
and dental vision products to the customer base. The company
always ran a print direct mail campaign for better customer
prospecting. Though the objective still stays, the company was
planning to concentrate on a customer retention program to incorporate
the new customers from the new company.
BimSym eBusiness Solutions, Inc was called in to find a solution. |
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The
Solution
With the large customer database and also to run an image campaign
of the new larger firm BimSym felt that it would be better to
look at web based marketing applications. Customer studies showed
that US customers were going online with a vengeance and they
were adopting the new rules under permission based marketing.
Two, the company could project its corporate image, roll out
new products and also track customer response to new products,
existing portfolio of products, and customize various offers
to each large customer segment.
BimSym's NewsletterOrganizer hosted email marketing and newsletter
management allowed the company to segment the customers and
build different audience/ customer lists. The messages were
personalized as per the customer profiles, and the content was
tailored to the profiles with various direct offers. The customers
were cross sold the health and dental vision policies. So being
from the same family allowed better margins at lower cost.
The web page was tracked for various customer behaviors. The
instant response management enabled the company management to
customize its marketing programs faster than competition and
meet the customer expectations for better sales. The customer
was also able to get a better brand experience. The image of
the merged company got a boost and the customers of the merged
company were favorably disposed to the new company. The new
executives of the absorbed company were able to ramp up their
operations quicker with this web enabled application. No training
and learning is required with the application's user friendly
features. The company's productivity increased significantly. |
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Case
Study 3