1to1 - Spring 2009 - (Page 38) Grow Your Customer Relationships with Event-Based Marketing Y ou used to be excited about the promise of event-based marketing Because of this, the customer is more engaged and willing to listen to a relevant offer or message. Examples of how event-based marketing campaigns can be viewed as a service to the customer include: A customer deposits a large amount to a savings account; this can generate a note to a branch manager to call this customer to discuss services for high net-worth customers or to inform the customer of higher yield accounts, such as CDs, for example A customer has a series of dropped cell phone calls in a short period of time; this could trigger a customer care campaign which would initiate an outbound call to the customer from customer care with an offer of a new multi-band phone to avoid dropped calls in weak service areas A sports team winning a game, perhaps the Super Bowl, can generate email notifying the winning team’s fans that championship t-shirts and hats are now available at the on-line store A customer abandons a shopping cart; this event can generate an email to the customer with an offer of free shipping if the shopping cart’s contents are purchased within the next 24 hours A snow storm in Vermont can trigger an email from a ski resort to its customers telling them of the new blanket of powder and providing a discount coupon on a lift ticket within the body of the email A patient whose medication has run out but has not been refilled; this can generate a call from a nurse to remind the patient to fill the prescription Catch the event-based marketing wave that revolves around important customer events! More and more, leading companies are now realizing that certain events are meaningful to their relationship with a customer. These events represent opportunities for you to offer products or services in a timely and relevant fashion. With Infor’s approach to Event-Based Marketing, you may quickly realize how true innovators: Capitalize on cross-selling opportunities Increase the number and quality of sales leads Reduce churn by reacting to key defection events while they are still in process Improve response rates as much as five times higher than traditional batch outbound campaigns Enhance campaign velocity with real-time execution and adjustment Decrease marketing costs by automatically and continuously responding to events as they occur Find out how your company can achieve similar benefits with Infor CRM Epiphany Event-Based Marketing. programs. You dreamt of the windfall returns, the abundance of newfound customer loyalty, the uncontrollable employee excitement and industry notoriety that your programs would bring. But something happened along the way to marketing prosperity, didn’t it? It’s quite possible that you: Conducted far too many event-based marketing programs Own marketing technology that doesn’t properly support your event-based efforts Couldn’t detect or respond to meaningful events Were out of sync with your customer base Don’t know how to accurately measure performance Get your Event-Based Marketing programs lined-up! Event-Based Marketing has proven to be a powerful way to maintain a customer dialogue and capitalize on meaningful moments and events within the customer lifecycle. In order to be wildly successful, your event-based campaigns can reach your customers at a time when your customers recognize the need for your products and services and are receptive to offers that will fulfill those needs. Your precision timing will greatly improve the effectiveness of your event-based marketing campaigns and will become the difference between success and failure. About Infor CRM Epiphany How will Event-Based Marketing help you grow customer relationships? Offers from event-based campaigns are delivered during a timely event within the customer lifecycle and are done with permission of the customer; they are viewed as a valued service, rather than an interruption or intrusion, as some outbound marketing messages are viewed. Infor’s market-leading suite of CRM software products provides organizations with a comprehensive offering for marketing, sales, service, and customer analytics. Infor CRM Epiphany powers the CRM operations of some of the world’s leading companies, in key industries such as financial services, retail, hospitality, and telecommunications. Infor CRM Epiphany helps organizations understand, anticipate and serve customer needs across all channels to increase sales and brand loyalty. For more information, visit: www.infor.com/crm BRANDED EDITORIAL http://www.infor.com/crm http://www.infor.com/crm
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