BeStUSeoF
DAtAinBUSineSS BeStUSeoFDAtAin
toBUSineSS conSUMeRDURABLeS
WinneR
ShoRtLiSt hiGhLYcoMMenDeD
Moreth>nBusiness nissaneurope
BtBusinessBroadband BlueSheep tulloMarshallWarren
planning-inc ciMplifyingthesolution nissanGt-Rsportscarlaunchprogramme
Simple,highly-targeted
cRMisthekeytoB2B Toenteracompletelynewsegmentofthemarket,Nissanundertooktheirfirst
telemarketingsuccess large-scaleonlineorderingcampaign.Aqualifiedprospectpoolwasdeveloped
basedonexistingcustomerswhomightupgrade.Thiswassegmentedintoserious
Retainingcustomersbyincreasingcontractre-signsisakeyobjectiveforBT potentialpurchasers(CapableIntenders)andthoseunlikelytopre-order(Fans).
BusinessBroadband.Outboundtelemarketingisusedtoreinforcethevalue Questionswereaskedduringonlineinteractionsthatwereindicativeof
thatcustomersgetandtocaptureorupdatecontactdata.Bybuildingadata propensityandanswersassignedascore.Withayear-longwaitforthecarand
hubtosupportagents,BTwasabletosubstantiallyreducechurn. apre-ordercontractthatcouldbebrokenuptoafewweeksbeforedelivery,a
Smallandmedium-sizedbusinessesareespeciallyatriskoffinancial keep-warmcampaignbasedonthesescoreswasdeployed.Theprogrammehit
difficultiesduringadownturnandlooktomanagetheircashflowcarefully.BT 15percentofpre-ordersalestargets.
ishelpingSMEsbyofferingcompetitivebroadbandpackagesandvalue-added
services.Itsretentioncampaignfocusedonthisvalueasawayofallowing
customerstodowhattheydobest,withoutworryingaboutrisingITcosts.
Anoutboundtelemarketingprogrammewasdevelopedwithanexternalcall
centreaimedatencouragingcustomerstorenewtheircontractandtakeup
additionalvalue-addedservices.Callsweretargetedaccordingtocontract
lifecycle,producttenureandlikelihoodtochurn.Weeklycalllistswere
generatedanddeliveredtoagentsviaacustom-builtwebapplication
providingjusttheinformationtheyneededtomakeevidence-based
suggestionsduringcalls.
Calloutcomeswerecapturedandfedbackintothesystem,whileemail
addresseswerealsoupdatedorcapturedforfuturetargeting.Merging
customerdataintothisenvironmentwascomplicatedasitsitsinmultiple
databases.ThisintegratedCRMdatasetwassegmentedintofivecategories
reflectingtenure,valueandrisk.
ThesefivegroupswereEarlyLife(threemonthsintocontract),InLife(six
months),EndOfandOutOfContract,TopAccounts(multiplecontractsduefor
renewal)andHighChurners.Additionalattributeswereincludedtoallow
agentstotreateachcustomerasanindividual,togetherwithproductand
routerdetailstoprovideanholisticviewoftheirrelationshipwithBT.
Toassesstheimpactoftheoutboundtelemarketing,acontrolcellwas
suppressedfromallretentionactivityprovidingabenchmarkmeasureforthe
retentionprogramme.Thisshowedthatanaverageof81percentupliftinre-
signrateswasachieved.DuringFebruary,theupliftwasten-fold.
Theprogrammealsoaddedcontactdataandpermissionsonseveral
thousandcustomers.Despitedealingwith197,000recordsoverthreemonths,
thethree-wayprocess(BT,dataagency,callcentre)createdasustainablebasis
forsuccessfulretentionactivity.
Sponsoredby: Supportedby:
theReADGRoUp MAD.co.UK
TheREaDGroupplcwasfoundedin1991byMarkRoy,whopioneeredanew,more mad.co.ukistheindispensableonlineresourceforpeopleworkinginthemarketing,
efficientapproachtodirectmarketing. Overthepastseventeenyears,TheREaDGroupplc advertisinganddesignindustries.Theaggregatorwebsiteprovidesa‘biggerpicture’ofthe
hasrevolutionisedhoworganisationsapproachB2CandB2Bdirectmarketingand widerindustrybypublishingarticlesfromarangeofmagazinesincludingMarketingWeek,
enhancedthereputationoftheDMcommunitytoconsumers.TheGroupiscurrently NewMediaAge,DataStrategyandDesignWeek,aswellasholdingatenyeararchiveofall
comprisedofsuppressionprovider,REaDUK;dataprocessingbureau,meta-morphix; articlespublishedbyeachofthesemagazinesplusmore.Combinedwithanextensive
transactionalandlifestyledataspecialist,ScientiaData;listandinsertmanagerTRGStrata; selectionofjobstobrowse,thismakesmad.co.ukyourone-stop-digital-shop.Forfurther
andFunnelLeadMarketing.Forfurtherinformation,visitwww.readgroupplc.com. informationpleasevisitwww.mad.co.uk.
8|DAtAStRAteGYAWARDS2009
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