1to1 Magazine Demo

Bell Canada Bell Canada Shares Customer Insight to Boost Retention SILVER f or Bell Canada the term “Max+” represents an entirely new way of interacting with customers. The Canadian telecom connected its siloed operations in a centralized, customer-focused system that gives all 13,000 employees visibility across the enterprise, and enables them to improve the customer experience and retention. Working with Infor’s Epiphany Inbound Marketing product, the Max+ system collects more than 300 customer attributes, including line of business, opportunity value, retention, geography, demographics, and churn score. The information is stored in a central database and incorporated into the inbound marketing system. Now, call center agents have a holistic view of who calls in, including customer history, products in use, and service preferences. The system pops up suggestions of only relevant messages. Before Max+, customers might be offered the same product every time they called, or be offered something they just cancelled, says Peter Brugnatti, manager of development and implementation of CRM for Bell Canada. “Now we can track offers, and take them away from a specific customer screen once they become irrelevant,” he says. “Our biggest success has been in the retention area,” he adds. “When customers call in threatening to leave, we can provide rich offers to high-value customers and appropriate offers to the lesser-value customers.” As a result of these efforts, retention rates are up by 40 percent in the TV division and 47.5 percent in the wireless division. Other results include increases in per-call revenue (by 35 percent), new offer sales (by 18 percent), and response rates (from 10 percent to 50 percent). For next steps, Brugnatti wants to combine inbound and outbound marketing in more business units to further leverage the CRM database. “Every few weeks we keep coming up with new ways to serve our customers and execute campaigns efficiently,” he says. “The flexibility is limitless given the right support.” —EG United Methodist Communications United Methodist Communications Gets SMART With Email Marketing BRONZE u nited Methodist Communications (UMC), the communications arm of the United Methodist Church, has created an advanced email strategy to improve relationships with its constituents. As one of the church’s 13 agencies, its main function is to provide marketing and communications resources, tips, and tools to about 34,000 United Methodist Churches worldwide. UMC has many different teams, including news services, donation management, creative services, ethnic resources, education, and scholarships. Until this year each team used email in different ways to send product promotions, resource information, and event updates, for example. With more than 1 million emails going out per year, constituents would get numerous messages per day in some cases. In early 2007 the organization created the Strategic Marketing and Research Team (SMART) to understand e-marketing trends and how they could be applied to the organization. Poonam Patodia, e-marketing manager for UMC leads the eight-person team, which is responsible for sending all emails that go to constituents. “We make sure it goes to the right audience with relevant messaging, and that the messages include consistent branding,” she says. UMC worked with nonprofit software vendor Kintera to create a centralized database and email tools. The database now has information on 8,500 constituents, segmented by job codes and interest areas such as global health, youth programs, giving, education, and new worship tips and resources. When sending communications, Patodia’s team can now track, and share with other teams, analytics like deliverability, open rates, and click-throughs, and match them to individual constituents. In addition, the organization created the monthly MyCom enewsletter in February 2008, which has 2,300 opt-in subscribers. Each UMC team submits content, which is incorporated into the newsletter, consolidating what would have been numerous emails. Open rates are at 62 percent, with 48 percent clicking through for more information. Next year UMC plans to add new email features, like a forward-to-a-friend link. It also plans to expand its e-marketing strategy to its 12 sister agencies. “We’re all going after the same audience, so it makes sense to centralize the communications as much as possible,” Patodia says. —EG September/October 2008 35 http://www.1to1media.com/View.aspx?ItemID=30794 http://www.1to1media.com/View.aspx?ItemID=30794

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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