1to1 Magazine Demo

Enterprise CRM Optimization | BY JEREMY NEDELKA Marktplaats.nl GOLD Marktplaats.nl Caters to Disparate Customer Groups m arktplaats.nl already had two very different customer groups when it decided to add a third. An eBay company and the largest commerce site in the Netherlands, Marktplaats’ customers include the people who sell items on its site and those who buy them. Recently, the company began selling banner ads on the site as well, which brought an entirely different set of interests into the mix. After realizing the difficulty in accommodating three different customer groups, the company devel- “We wanted to have one view of the customer and one way of dealing with marketing, sales, and service as they related to our customer relationships.” Key Facts: ★ #3 most visited site in the Netherlands ★ #1 commerce site in The Netherlands ★ Acquired by eBay in 2004 oped a CRM strategy to better manage customer information, says Floris Regouin, products and process improvement manager. “In the past we had a home-grown system that was really just an order management system,” he says. “We wanted to have one view of the customer and one way of dealing with marketing, sales, and service as they related to our customer relationships.” Using the on-demand CRM solution from RightNow Technologies, Marktplaats.nl is now able to segment its customer database, track activity on its website, and measure everything from satisfaction to problem resolution. The company began with its service department, checking the data it already collected for accuracy before rolling out the system to marketing, sales, and finance. By segmenting customers and analyzing their value to the company, Marktplaats.nl can now customize its approach based on each group’s lifecycle. Advertisers, for example, are a low-volume segment that brings in high revenue, so salespeople focus on personalized interactions. For buyers and sellers, which tend to be higher volume and a lower revenue, the support team moderates forums and focuses on increasing efficiency. “In the past we had several clusters of information and no single view of the customer,” Regouin says. “Today we can track every metric, including the most important: the relationship between customer satisfaction and revenue generation.” Marktplaat’s customer satisfaction score has increased 7 percent in the past year. Customer acquisition is up 25 percent and email answer time is down 55 percent. Additionally, data accuracy has increased from 75 to 90 percent. As a result of these efficiencies, customer churn is down, support staff have more time for customer interactions, and marketing can better coordinate with sales for more synchronized campaigns. One of the biggest changes is a centralized dashboard. Regouin says it was difficult at first to get people to think outside of silos, but that Marktplaats needed every department onboard to be successful. His team met with each department to understand their specific needs from the database, and made sure that information could be delivered via the dashboard when it was needed. To ensure accurate data, any employee can request a data clean-up, and there are designated members of each team responsible for honoring that request promptly. As each phase of the CRM initiative showed signs of success, Regouin rolled out the next phase. The plan is to fully implement the strategy by the end of the year. Still, the increased customer insight and efficiency improvements aren’t enough to make him sit back and relax. “Even now we’re trying to further segment customers so we can target them better,” Regouin says. “We’re constantly monitoring our numbers and thinking of ways to continuously improve them.” —JN 22 1to1 magazine ★To learn more about the Gartner & 1to1 Customer Award winners, visit: www.1to1media.com/links/G1awards.html http://www.1to1media.com/View.aspx?ItemID=30794 http://www.1to1media.com/links/G1awards.html

Table of Contents Feed for the Digital Edition of 1to1 Magazine Demo

1to1 Magazine Demo Contents 1to1media.com Editor's Note Feedback Putting Care in Patients' Hands Loyalty at Work Redefining the Contact Center Agent Introducing Enterprise 2.0 Cigna Dental Drills for Loyal Customers On the Beat 19 Ways to Succeed Miami Heat Schools Its Staff on Sales and Service Marketing Lends a Helping Hand More Than Meets the Eye Customer Service by Committiee Textron's Business Soars by Tracking Customer Loyalty Resources Contact Center Agent as Trusted Advisor Mastering Global CRM Face to Face with Don Peppers and Martha Rogers, Ph.D.

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