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Situation:
StrategicOne’s customer uses a variety of direct-marketing methods and needed a source to compile the necessary analytical data, provide strategic direction on customer conversations and make recommendations for an efficient conversation marketing campaign.
Customer Goal:
Increase activation and initial usage rate among new registrants to customer’s Web site.
Objectives:
- Increase awareness of online account options and bill payment features.
- Improve early use of account options features.
- Move customer across adoption life cycle for online billing and payment.
StrategicOne Strategies:
- Provide an integrated view of client’s customers by combining online usage with existing customer records for analytical purposes.
- Profile customer base to determine what kind of customers were most likely to use client’s Web site on their own compared to those who required more messaging.
- Develop a longitudinal contact strategy across the client’s call center, e-mail, Web site and direct-mail touch points to get their customers to activate earlier and in greater volume.
Results:
- Program generated a sustained 63% lift in new registrant activations.
- Customer profile analysis allowed client to justify targeted, stronger activation promotions.
- StrategicOne delivered ongoing and sustainable results that complemented the client’s overall marketing efforts and justified promotion costs.
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